STRATEGI PENGELOLAAN KONTEN PADA AKUN INSTAGRAM @UIIICANTIKGANTENG

Nona Aisyah Zelena, NIM.: 22102010094 (2026) STRATEGI PENGELOLAAN KONTEN PADA AKUN INSTAGRAM @UIIICANTIKGANTENG. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study was conducted in response to the widespread use of Instagram as a space for communication and representation among students on campus, one example being the @uiicantikganteng account, which displays visual content from students at the Islamic University of Indonesia. The existence of this account has generated a variety of views, both supportive, as a medium for entertainment and social interaction, and critical, as it is considered to emphasize visual aspects alone. Based on this, the research question in this study is how the management strategy of the @uiicantikganteng Instagram account is reviewed using the 4C theory (context, communication, collaboration, and connection). This study uses a qualitative method with a descriptive approach, where data is obtained through interviews with account administrators and Instagram content documentation. The results show that the management strategy of the @uiicantikganteng account is most prominent in the aspects of context and collaboration, as seen from the dominance of visual content and the involvement of followers as the main contributors of content. The communication and connection aspects have been implemented through interactive features and direct messages, but they have not yet fully developed in a dialogical and sustainable manner. These findings indicate that the @uiicantikganteng account is more oriented towards content sustainability and audience attention than towards building deep interactions, reflecting the visual, participatory, and light-hearted nature of students' digital communication practices on campus.

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