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This study examines the use of politeness principles in netizens’ comments on the Instagram account of Prabowo Subianto. The focus of the research is on utterances that reflect the six maxims of politeness proposed by Leech, namely the tact maxim, generosity maxim, approbation maxim, modesty maxim, agreement maxim, and sympathy maxim. This research employed a qualitative method with a content analysis approach. The data were collected through digital documentation, listening, and note-taking techniques from netizens’ comments on Prabowo Subianto’s Instagram post dated April 13, 2026. The findings show that five politeness maxims were identified in the data, namely the tact maxim with 78 utterances, the approbation maxim with 145 utterances, the modesty maxim with 4 utterances, the agreement maxim with 190 utterances, and the sympathy maxim with 33 utterances. Meanwhile, the generosity maxim was not found in the data. These findings indicate that the comments on the post generally express polite, appreciative, and supportive attitudes toward Prabowo Subianto.

This study examines the application of Walter Murch's Rule of Six as a post-production decision-making framework for the Instagram Reels content on the Tenchi Tirtayasa account. This project addresses the challenge of bridging the gap between the image of a premium restaurant and the necessity to convey a warmer, more accessible brand experience through short-form videos. A descriptive project-based methodology was employed, involving the observation of the production process, documentation of the editing workflow, analysis of Episode 3 of the Reels series, and review of Instagram Reels Insights as the data. The analysis reveals that the six priorities of editing—Emotion, Story, Rhythm, eye-trace, Two-dimensional screen space, and Three-dimensional action space—assisted the editor in selecting shots, organizing visual sequences, managing pacing, and maintaining spatial continuity in the vertical 9:16 format. Episode 3 garnered 9,132 Views, 229 Likes, 10 Comments, 9 Shares, and a 93.4% non-follower reach rate. These findings suggest that a Rule of Six-based workflow can enhance soft-selling Storytelling, reinforce visual consistency, and improve the communicative value of restaurant reel content.

This study examines the use of modality in Instagram posts to express interpersonal meaning and self-positioning in the context of digital personal branding. Based on Palmer’s (2001) theory, this study aims to identify the types of modality and their functions in conveying speakers’ attitudes, beliefs, obligations, and abilities. The data consist of 30 modal expressions analyzed using a qualitative semantic–pragmatic approach. The analysis reveals three types of modality: deontic, epistemic, and dynamic, with deontic modality as the most dominant (11 data/36.67%), followed by epistemic (10 data/33.33%) and dynamic (9 data/30%). Deontic modality is used to express obligation and social norms, for example through the use of harus and tidak boleh; epistemic modality expresses belief and degrees of certainty, such as mungkin and pasti; while dynamic modality indicates ability and intention, such as ingin and mau. These findings demonstrate that modality plays an important role in constructing interpersonal meaning and speaker positioning in digital discourse, particularly on Instagram.

This study explores how young legislative candidates at the local level utilize Instagram as a campaign medium in the era of political digitalism. The focus is on two DPRD candidates in Tangerang City during the 2024 election in Electoral District 3 (Cipondoh–Pinang): Muhamad Azka Nur Fauzi from the National Mandate Party and Ashma Nafilah Maulida from the Prosperous Justice Party. Employing a qualitative descriptive approach and in-depth interviews with key informants, this research analyzes their personal branding strategies using Peter Montoya’s eight laws of personal branding.  The findings reveal that despite their relatively small number of followers, both candidates successfully built authentic and community-relevant political images. MANF emphasized UMKM development and religiosity, aligning with his personal background, while ANM highlighted humanistic social programs and her unique writing hobby. Nevertheless, both still showed weaknesses in several of Montoya’s principles, particularly distinctiveness and visibility consistency. The study concludes that Instagram is not merely a low-cost promotional tool but a strategic platform for local candidates to foster public trust, provided their personal branding remains authentic, consistent, and responsive to local needs.

This study aims to analyze the influence of digital marketing through Instagram on purchasing decisions at UMKM Jamu Bu Bekti in Karawang Regency. The research uses a quantitative approach, with data collected through questionnaires distributed to consumers who have seen or purchased the products. The data analysis technique applied is regression analysis to examine the relationship between marketing content and promotional variables on consumer purchasing decisions.The results show that marketing content shared on Instagram does not have a significant effect on purchasing decisions. However, the content is considered quite attractive, informative, and helpful in providing product information to consumers. On the other hand, promotion has a positive and significant impact on increasing consumer interest and encouraging purchasing decisions. This indicates that consumers are more responsive to promotional strategies such as discounts, bonuses, or special offers rather than relying solely on content quality.These findings suggest that promotional strategies play a crucial role in digital marketing, especially for small and medium enterprises (SMEs). Therefore, business owners are advised to focus more on creating attractive, creative, and targeted promotional activities on social media to boost sales. This study is expected to contribute to the development of more effective, efficient, and sustainable digital marketing strategies for SMEs in the future.

The development of digital technology has transformed information consumption patterns, including within the realm of spiritual belief. Generation Z, as the generation born and raised in a digital world the digital ecosystem, exhibits new tendencies in understanding and internalizing noble values through various digital platforms. This study aims to analyze the consumption patterns of virtual content among Generation Z from the perspective of adherents of indigenous beliefs in the One Supreme God (Penghayat Kepercayaan terhadap Tuhan Yang Maha Esa), and to examine its implications for modern forms of spirituality. The method used in this study is a literature review with a descriptive qualitative approach, focusing on theoretical studies concerning digital religiosity, media literacy, and spiritual individualization. The results of the study show that digital media, especially platforms like YouTube, Instagram, and Podcasts, have become an alternative space for Generation Z to explore and express spiritual values independently, interactively, and contextually. This phenomenon also presents challenges in the form of the spread of unverified information and the potential to distort facts regarding the authenticity of the teachings of the belief. Therefore, spiritual digital literacy is needed to guide Generation Z to remain critical, rational, and selective in consuming religious content in the digital space.

By examining how visual aesthetics play a crucial role in creating a hyperreal symbolic reality, this study critically investigates the creation and consumption of simulacra in the Instagram marketing of regional Indonesian fashion firms. This study shows that local brands actively create representational worlds that negotiate identity between claims of locality and global aesthetic standards, in addition to selling products, using an interpretative qualitative approach that combines netnography, visual semiotic analysis, and in-depth interviews with brand managers and consumers. According to the research, rigorous visual curation techniques result in what are known as ethical simulacra, in which ideals like sustainability and community support are reduced to beautiful pictures divorced from tangible behaviors. In addition to examining ethical conundrums in netnographic research within ambivalent digital settings, this analysis emphasizes the critical role that Instagram's algorithms play as non-human actors that influence aesthetic canons. By highlighting distinctive dynamics including self-exoticization tactics and modernity paradoxes that influence symbolic consumption patterns, this study theoretically advances Consumer Culture Theory and critical marketing by concentrating on the Indonesian setting. The study's findings suggest a more ethical and thoughtful approach to marketing when confronting the logic of digital hyperreality.

Instagram has evolved into a digital public sphere that enables collective interaction and the expression of social identity, particularly within the context of sports fandom. This study aims to analyze the representation of social identity among supporters of the Indonesian National Football Team in digital interactions found in the comment section of the "Round 4" post on the official Instagram account @timnasindonesia. This research employs a qualitative approach using netnography to examine communication practices, symbols, language, and emotional expressions manifested in online interactions among supporters. The analytical framework is grounded in Social Identity Theory proposed by Tajfel and Turner, which emphasizes three core processes: social categorization, social identification, and social comparison. The findings reveal that Instagram comment sections function as arenas for constructing collective identity among Indonesian national team supporters. Social categorization is reflected in the symbolic boundaries formed between "us" as supporters and "others" as outsiders or opponents. Social identification is expressed through displays of national pride, emotional loyalty, the use of national symbols, and narratives of digital solidarity. Meanwhile, social comparison emerges through evaluations of rival teams, criticism of dissenting voices, and efforts to maintain a positive in-group image. These results indicate that digital fanaticism toward the Indonesian National Team extends beyond sports support, representing a form of digital nationalism and social identity construction in the new media environment. This study contributes to digital communication scholarship by deepening the understanding of how social identity and nationalism are negotiated through symbolic interaction on social media platforms.

Copyright is an exclusive right granted to creators to protect their intellectual works. The importance of copyright protection has increased with advances in digital technology and the widespread use of social media as a means of content distribution. Digital platforms such as YouTube, Instagram, TikTok, and various other streaming services facilitate the distribution of digital works, but also give rise to problems such as piracy and the use of works without the permission of the copyright owner. This digital piracy can result in economic and moral losses for creators. This study aims to analyze the application of copyright in the context of social media and examine the legal regulations governing copyright protection to address digital piracy in Indonesia. The method used in this study is a normative legal research method with a statutory and conceptual approach. The results show that legal protection for digital works is regulated by Law Number 28 of 2014 concerning Copyright and is strengthened by Law Number 1 of 2024 concerning Electronic Information and Transactions. These two regulations provide a legal basis for protecting the moral and economic rights of creators and authorize the government to block access to content that infringes copyright. These regulations are expected to reduce digital piracy and create a digital ecosystem that respects intellectual property rights.

The development of digital technology has brought significant changes to product marketing and advertising patterns, particularly through social media platforms such as Instagram, which enable the rapid and wide dissemination of information. On the one hand, digitalization provides opportunities for business actors to promote their products in a more creative and interactive way. On the other hand, it also creates the potential for advertisements that may mislead consumers. In practice, there are still business actors who promote products that do not correspond to their actual conditions. Such misinformation can cause losses and raise issues related to consumer rights and the responsibilities of business actors. This study also analyzes dispute resolution related to misleading advertisements on social media. The method used is doctrinal legal research with a statutory approach (statute approach) and a case approach. The results of the study indicate that there are still advertising business actors who neglect consumers’ rights to truthful information about product conditions, and who fail to fulfill their obligations of good faith, providing accurate and honest information, and complying with standards stipulated in laws and regulations. Therefore, it is necessary to strengthen supervision of the implementation of advertising ethics and enforce stricter law enforcement so that consumer rights can be protected and advertising practices on social media can be carried out responsibly.

The 2024 Bogor City Regional Head Election (Pilkada) is a crucial event in local political contestation, marked by the increasingly strong role of digital media in campaign strategies. This research focuses on the Analysis of the Two-Way Symmetrical Model in Sendi Fardiansyah's Digital Public Relations in the 2024 Bogor City Pilkada. The background of this research is based on the phenomenon of the increasing use of digital media as the main means of political communication, especially in regional head election campaigns. The purpose of the research is to determine how digital public relations activities are carried out by Sendi Fardiansyah's campaign team by applying a two-way symmetrical communication model, and to analyze the effectiveness of this strategy in building a political image and interacting with the public. The research method used is descriptive qualitative, with data collection techniques through in-depth interviews with the media team, digital campaign activities, and analysis of social media content and mainstream media publications. The results show that Sendi Fardiansyah implemented strategic stages that include problem determination, program planning through a content calendar, interactive implementation of digital communication on various platforms (Instagram, Facebook, and TikTok), and program evaluation through indicators of engagement rate, reach, and public feedback.

Code-switching has become increasingly prevalent in digital communication among Indonesian youth, reflecting complex sociolinguistic dynamics in multilingual contexts. This study investigates code-switching patterns in Indonesian digital native youth's computer-mediated communication (CMC), examining the linguistic structures, social functions, and motivations behind this phenomenon. A mixed-methods approach was employed, analyzing 2,500 social media posts from 150 Indonesian youth aged 18–25 across Instagram, Twitter, and WhatsApp. Quantitative content analysis identified code-switching frequency and patterns, while qualitative thematic analysis explored motivations and functions. Myers-Scotton's Matrix Language Frame model guided the structural analysis. Results revealed that 78.4% of participants engaged in code-switching, with Indonesian-English being the most common pattern (62.3%), followed by Indonesian-Regional Language (23.5%) and trilingual switching (14.2%). Intrasentential switching occurred in 54.7% of cases, while intersentential switching appeared in 31.8%. Five primary functions emerged: identity construction (32.1%), emphasis/intensification (26.4%), topic shifting (18.9%), humor/creativity (14.3%), and lexical gap-filling (8.3%). Code-switching in Indonesian digital communication represents a sophisticated linguistic practice driven by identity negotiation, expressive needs, and technological affordances rather than linguistic deficiency. These findings contribute to understanding multilingual CMC in Southeast Asian contexts and have implications for digital literacy education and language policy.

Advances in digital technology have triggered a major transformation in the way marketing is conducted, particularly through the use of social media as a communication tool for marketing. Instagram has become one of the most popular platforms among businesses due to its focus on visual appeal and the various interactive features it offers that can strengthen the bond between brands and customers. The purpose of this study is to evaluate the content marketing methods used by @PrefekturCoffee's Instagram to increase customer purchase interest. This study was conducted using a qualitative approach and case study. Data collection techniques were carried out through in-depth interviews with the business owner, observation of Instagram content, and documentation. Data analysis was conducted using Miles and Huberman's interactive model, which includes data reduction, data presentation, and conclusion drawing. The results of the study indicate that Prefektur Coffee implements a content marketing strategy that emphasises visual consistency, message relevance, and the utilisation of Instagram features such as feeds, stories, reels, and highlights. This strategy is capable of building attention, interest, information search, purchase action, and encouraging customers to share their experiences in line with the AISAS model (Attention, Interest, Search, Action, Share). It is hoped that this research will contribute theoretically to digital marketing communication research and provide practical guidance for businesses on how to optimise content marketing strategies for Instagram.

This community engagement program addresses the limited digital marketing utilization of Be Bloomy Bouquets, a creative knitting business, within the MBKM Entrepreneurship framework. The program aims to design and implement adaptive digital marketing strategies to enhance brand visibility, competitiveness, and business sustainability. Using a Participatory Action Research (PAR) approach, the program was conducted from October to November 2025 through preparation, implementation, and evaluation stages. The results indicate that digital marketing assistance via Instagram and TikTok significantly increased audience reach, customer interaction, and brand awareness, while marketplace utilization still requires further optimization. The discussion highlights that integrating handmade product creativity, digital branding strategies, and participatory reflection fosters entrepreneurial behavior change and strengthens local leadership capacity. In conclusion, the program generates not only technical improvements in marketing performance but also social transformation through enhanced digital literacy, independence, and local leadership. Future recommendations emphasize content consistency, production management, and sustainable digital marketing strategies.

This study examines the implementation of Integrated Marketing Communication (IMC) at NailedShape, a Bali-based nail art micro-enterprise, as a strategy to foster customer loyalty. NailedShape operates under a home-service and home studio model, primarily using Instagram for promotion and customer engagement. The study utilizes a descriptive qualitative method, collecting data through interviews and observations with the owner, customers, and micro-influencers. The research findings show that NailedShape successfully employs IMC techniques, such as visual content, customer testimonials, and collaborations with digital influencers, to capture attention and create strong emotional connections with customers. This integrated approach helps in building a positive brand image and maintaining customer engagement. However, the study also highlights challenges, such as limited resources and frequent changes to social media algorithms, which hinder consistent communication and marketing efforts. Despite these obstacles, the study concludes that a well-executed IMC strategy remains effective in enhancing customer loyalty, reinforcing the importance of an integrated communication approach for small and medium enterprises (SMEs) in the beauty industry. By utilizing digital platforms effectively, NailedShape can compete in a highly dynamic market. The findings suggest that beauty-based MSMEs can benefit greatly from IMC in the digital era, as it not only enhances brand perception but also helps in building lasting customer relationships.

The rapid advancement of digital technology demands a transformation in public communication to effectively engage Generation Z as digital natives. Through the Instagram account @swargaloka.sby, the Surabaya City Population and Civil Registration Department aims to drive e-KTP (electronic ID card) registration. Using a descriptive qualitative approach, this study examines digital communication strategies based on the framework of Chaniago and Majid (2024), which encompasses five key aspects: creativity, visual quality, audience alignment, posting consistency, and responsiveness. The analysis reveals that while appealing visuals and communicative language have successfully built audience engagement, actual participation in e-KTP registration remains suboptimal. This is attributed to a relevance gap between population administration issues and the daily lives of young people. The effectiveness of digital communication in driving tangible action depends on the account managers' ability to deliver more persuasive and personally relevant messaging to ensure a sustainable increase in administrative awareness in the digital era.

The purpose of this scientific study is to examine the influence of review content and customer ratings on the trust of Uniwara Economics Education students in skincare products. The background of this study includes the increasing popularity of local skincare products and the shift in the behavior of young consumers who now rely more on reviews and ratings on various social media platforms such as Instagram and TikTok when deciding to buy. Students, as a critical and digitally native generation, use online information as their main source for building trust in products. This study applies a quantitative method with an associative research design. The sample consists of 51 students from a total population of 105 students, determined through Proportional Stratified Random Sampling. Data for the study were collected using questionnaires and analyzed using multiple linear regression techniques. The results of this study indicate that review content and customer ratings together have a positive and significant effect on student trust. In part, these two variables also significantly affect trust. The contribution of review content and customer ratings is 247% (as indicated by an Adjusted R Square value of 0.247), while the rest is influenced by other variables or factors outside the scope of this study. This research indicates that review content and customer ratings have both a partial and simultaneous effect on the trust of Uniwara Economics students in skincare products.

The development of digital technology and the widespread use of social media, particularly Instagram and TikTok, have opened opportunities for online interaction but also increased the risk of cyberbullying. Cyberbullying is aggressive behavior via digital media intended to harm or degrade others. One psychological factor believed to influence this behavior is emotional regulation, which is the ability to manage and express emotions appropriately in different situations. This study aims to examine the relationship between emotional regulation and cyberbullying behavior among early adult students in Jambi. A quantitative approach with a correlational design was used, involving 127 students aged 18–25 years, selected through purposive sampling. Data were collected using an online questionnaire, which included an emotional regulation scale and a cyberbullying behavior scale. Data analysis was conducted using the Pearson Product Moment correlation test with SPSS software. The results showed a significant negative relationship between emotional regulation and cyberbullying behavior, with a correlation coefficient of r = -0.632 and a significance level of p < 0.001. This indicates that students with better emotional regulation skills are less likely to engage in cyberbullying. Thus, enhancing emotional regulation skills could be an effective strategy in preventing cyberbullying among students.

This study aims to examine the shift of utterances from criticism to hate speech in digital communication related to the Iran-United States-Israel conflict in 2026 on social media. The study focuses on the transformation of the functions and meanings of users’ comments, which initially appear as opinions or criticism but gradually evolve into expressions that contain elements of hate speech. This research employed a descriptive qualitative method, using a pragmalinguistic approach to interpret the meanings of utterances based on linguistic context, speaker intention, and surrounding social circumstances. The data were obtained from users’ comments on posts shared on Instagram and TikTok through observation and documentation. The collected data were then analyzed by classifying utterances into several categories, including criticism, emotional criticism, offensive speech, personal attack, and hate speech. The findings reveal that the transformation of utterances into hate speech occurs gradually rather than instantly. Initially, evaluative criticism tends to shift due to the increasing use of emotional, sarcastic, and derogatory language, eventually developing into personal attacks, negative labeling, and even dehumanization toward certain groups. These findings indicate that social media may amplify the emergence of hate speech by providing users with broader opportunities to express emotions freely. Therefore, the pragmasemantic approach is considered relevant in understanding the dynamics of meaning transformation in digital communication.

This study aims to describe the use of existential presupposition in the comment section of the Instagram account @jakarta.keras on a post concerning the corruption case of PT Pertamina Patra Niaga dated February 25, 2025. This research employs a qualitative descriptive approach from a pragmatic perspective. The data consist of utterances in the comment section that contain assumptions regarding the existence of particular entities. Data were collected using the observational method with the non-participatory observation technique, while data analysis was conducted using the pragmatic equivalent method through the Determining Element Sorting (Pilah Unsur Penentu/PUP) technique. The results indicate that existential presuppositions appear in various forms, which are classified into four categories: individual-based, group-based, social status–based, and ownership-relation–based existential presuppositions. These presuppositions are constructed through the use of definite noun phrases, proper names, plural forms, social status markers, and possessive markers. The findings demonstrate that Instagram comment sections function not only as a medium for expressing opinions but also as a space for constructing assumptions about the existence, identity, and social relations of actors involved in an event.