PENGGUNAAN INSTAGRAM SEBAGAI MEDIA KOMUNIKASI SAAT KRISIS KESEHATAN COVID-19 OLEH MAHASISWA KESEHATAN INDONESIA

WILSEN WIDAL KHO, Anis Fuad, S.Ked., DEA.; Luthfi Azizatunnisa', S.Ked., MPH; dr. Lutfan Lazuardi, M.Kes., Ph.D

2022 | Skripsi | S1 KEDOKTERAN

Latar Belakang: Peningkatan penggunaan media sosial oleh berbagai pemangku kepentingan dalam komunikasi saat krisis kesehatan, salah satunya penggunaan Instagram sebagai media komunikasi oleh mahasiswa kesehatan terutama saat pandemi COVID-19. Tujuan: mengeksplorasi peran instagram sebagai alat komunikasi saat krisis kesehatan COVID-19 oleh mahasiswa kesehatan dibandingkan dengan pemerintah dan masyarakat di Indonesia Metode: Studi ini merupakan studi eksploratif yang bertujuan untuk mengeksplorasi peran instagram sebagai alat komunikasi saat krisis kesehatan COVID-19 oleh mahasiswa kesehatan dibandingkan dengan pemerintah dan masyarakat di Indonesia. Hasil: 1)Terdapat perbedaan proporsi unggahan terkait COVID-19 dimana 29% konten @ismki_indonesia, 100% konten @pandemictalks, dan 100% konten @satgascovid19.id membahas terkait COVID-19. 2)Tujuan “menginformasi” dominan ditemukan pada akun @ismki_indonesia dan @satgascovid19.id, sedangkan tujuan “memotivasi” dominan ditemukan pada akun @pandemictalks. Secara umum, konten dengan tujuan “memotivasi” dan “menginstruksikan” memiliki engagement rate yang lebih tinggi dari tujuan “menginformasi”. 3)Volume unggahan per bulan ketiga organisasi memiliki tren yang berbeda, antara lain positif (@pandemictalks), negatif (@ismki_indonesia), dan bimodal (@satgascovid19.id). 4)Engagement rate @pandemictalks > @satgascovid19.id> @ismki_indonesia, tetapi akun @ismki_indonesia unggul pada konten “informasi produk dan jasa” dan @satgascovid19.id unggul pada konten “hoax buster”. Kesimpulan : Terdapat perbedaan dalam tema, tujuan, volume, serta engagement rate dari ketiga akun serta terdapat potensi dalam memanfaatkan akun media sosial organisasi mahasiswa kesehatan dalam komunikasi krisis, health promotion, health education, serta mobilisasi sumber daya.

Introduction: The pandemic has increased the use of social media for crisis communication by various stakeholders. Instagram is one of the most popular social media used, especially among young people. However, the extent to which health students use Instagram for crisis communication has yet to be known. Data Collection Methods: This study is an observational study that explores 300 posts sampled from the public Instagram accounts of health students (@ismki_indonesia), the government's COVID Task Force (@satgascovid19.id), and community representatives (@pandemictalks) who are involved in pandemic crisis communication from March 2020-December 2020. This study uses a content analysis method with a qualitative approach. In the content analysis, the researcher acts as a research instrument. The Instagram content was coded manually by 2 coders, where coders manually categorize content into a set of predetermined categories. The intercoder reliability is measured by using the kappa coefficient. Results and Discussion. 1) There is a difference in the proportion of COVID-19 related content, where 29% of @ismki_indonesia's content, 100% of @pandemictalks' content, and 100% of @satgascovid19.id's content discusses COVID-19. 2) The "informing" goal is predominantly found in the @ismki_indonesia and @satgascovid19.id accounts, while the "motivating" goal is predominantly found in the @pandemictalks account. In general, content with the goal of “motivating” and “instructing” has a higher engagement rate than those aimed to inform. 3) The monthly content volume differs in trends, we found a positive (@pandemictalks), negative (@ismki_indonesia), and bimodal (@satgascovid19.id) trend. 4)The calibrated engagement rate of @pandemictalks > @satgascovid19.id > @ismki_indonesia. We found that the @ismki_indonesia and @satgascovid19.id accounts have the highest engagement at “product and service information” content and “hoax buster” content respectively. Conclusion. There are differences in the themes, objectives, volumes, and engagement rates of the three accounts and there is potential in utilizing the social media accounts of health student organizations in crisis communication, health promotion, health education, and resource mobilization.

Kata Kunci : Analisis konten, Sosial media, Instagram, COVID-19, mahasiswa kesehatan