Pemanfaatan Instagram sebagai Media Publikasi oleh Bookstagrammer Indonesia

Abstract

This study aimed to examine the use of Instagram as publication media by Indonesian bookstagrammers. It employed the descriptive method with the qualitative approach to identify and describe how Indonesian bookstagrammers make use of Instagram as publication media. Data were collected through interviews, observation, and document analysis. The collected data were then analyzed through data reduction, data presentation, as well as conclusion drawing and verification. The main theory used to base this study is social media theory by Chris Heuer. Based on the theory, there are four aspects to analyze social media use, namely Context, Communication, Collaboration, and Connection (4Cs). The results show that first in terms of Context, bookstagrammers convey information in photos or videos produced by themselves by paying attention to the appearance of the theme/filter, the editing application,the layout (grid layout) of the post, the type and variety of languages, and types of content. Second, in terms of Communication, the bookstagrammers receive and try to respond to every response from followers and have discussion or question-and-answer sessions using Instagram features. Third, in terms of Collaboration, the bookstagrammers cooperate and collaborate with several parties including publishers, writers, fellow bookstagrammers, and online and offline reading communities. At last, in terms of Connection, Indonesian bookstagrammers maintain relationships by mutually following other Instagram accounts that publish books and reading content, organizing events or activities that involve the participation of the followers who are required to write their contact information such as emails, phone numbers, and social media to contact, joining reading communities as members or administrators, and actively uploading new posts within a certain time to maintain account activity.