OPTIMALISASI KONTEN INSTAGRAM @BINAMARGAJATIM DALAM AKTIVITAS HUMAS PU BINA MARGA JAWA TIMUR UNTUK EDUKASI PUBLIK
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Abstract
This study explores the optimization of Instagram content by the Public Relations Division of PU Bina Marga East Java through the @binamargajatim account in supporting public education on infrastructure development. Using a qualitative descriptive approach with a case study method, this research analyzes how strategically designed digital content can increase public understanding and participation. Data were collected through semi-structured interviews, direct observation, documentation, and questionnaires. The findings reveal that Instagram content optimized with visual storytelling, interactive features, and simplified narratives significantly enhances communication effectiveness. Applying Denis McQuail’s digital communication theory, the study highlights four key aspects: mediation and interactivity, information democratization, network connectivity, and audience personalization. Content formats such as Reels, infographics, and interactive stories have proven effective in building trust and emotional engagement with the public. Despite challenges such as digital literacy limitations and resource constraints in responding to interactions, @binamargajatim has emerged as a responsive and educational government communication platform. This study concludes that systematic Instagram content optimization can strengthen the relationship between government and society, foster transparency, and increase public awareness regarding infrastructure programs.
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