Strategi Penggunaan Konten Meme oleh Telkom radio pada Media Sosial Instagram @t_radiotelkom
Abstract
The development of digital media has encouraged radio media to adapt in order to remain relevant in reaching their audiences. Telkom Radio, as a campus-based media outlet, utilizes Instagram as a social media platform by employing meme content as a form of message delivery to increase audience engagement. This study aims to identify and analyze Telkom Radio’s strategy in organizing meme content as a form of messaging on Instagram.The results of this study indicate that Telkom Radio has implemented an adaptive communication strategy through the use of meme content on Instagram. Telkom Radio demonstrates an understanding of its audience characteristics, which are predominantly students of Telkom University and young people in the Bandung area. The messages conveyed by Telkom Radio are packaged in the form of memes that are light-hearted, visual, and relevant to the everyday lives of the audience. Memes are utilized as a method of delivering information and persuasive messages in an indirect manner. Meanwhile, Instagram is selected as the primary medium because it aligns with audience characteristics and current media consumption patterns.This study concludes that the utilization of meme content as part of Telkom Radio’s communication strategy is effective in building closeness with the audience, increasing engagement, and supporting Telkom Radio’s role as a campus media outlet in the digital era. Furthermore, this strategy enables opportunities for collaboration with external parties to further amplify Telkom Radio’s existence as an information media platform for the younger generation. Keywords: Instagram, Meme content, Message Compositioning, Telkom Radio.
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