Content Analysis: Kasepuhan Palace's Instagram as a Counter to Online Mass Media News

Abstract

The development of internet technology and social media has changed how people receive and consume information, leading to the convergence of traditional media to online/digital media. Mass media such as newspapers, television and other, now exist in digital forms through websites and social media, reflecting significant changes in communication patterns, allowing information distribution to be faster with a wider audience reach. News from online media often attracts more attention, as it is designed to provoke responses, with comment sections allowing netizens to share their opinions. As is the case, the polemic surrounding the coronation of Sultan Sepuh XV of Kasepuhan Palace, which involved the royal family and other parties, became viral. This research aims to find out how Kasepuhan’s Instagram is utilized to counteract mainstream online media coverage of the Cirebon Palace conflict. Using a qualitative content analysis method, the study examines Instagram posts, captions, and comments during a specific period, considering the context of media coverage. Stuart Hall's (1997) media representation theory is used in this research, emphasizing that media doesn’t merely reflect reality but constructs meanings that shape public understanding. The findings reveal that Kasepuhan's Instagram works as an important tool to counter negative narratives, helping to maintain a positive image, legitimacy and relationships with public.