Proses Produksi Konten Instagram Perumda Delta Tirta Sidoarjo Dalam Informasi Layanan Publik

Abstract

This study examines the Instagram content production process at Perumda Delta Tirta Sidoarjo regarding the dissemination of public service information. Advancements in digital communication technology have prompted public service agencies to utilize Instagram as a medium for rapid, effective, interactive, and accessible information dissemination. This research aims to analyze the content production process across the pre-production, production, and post-production stages. A qualitative descriptive method was employed, with data collected through interviews, observation, and documentation. Informants were selected using purposive sampling, specifically the public relations team and Instagram administrators directly involved in social media management. Data analysis utilized the Miles and Huberman model, comprising data reduction, data display, and conclusion drawing. The results indicate that the content production process consists of three stages. The pre-production stage involves idea generation, information gathering, coordination, and concept development. The production stage encompasses visual design creation, photo and video capture, and caption writing. The post-production stage includes editing, information verification, content publication, and the evaluation of audience responses. Gatekeeping theory is relevant here, as the public relations team acts as a filter and verifier of information prior to publication; consequently, Instagram functions as both a publication medium and a digital communication channel in support of public information services.