Motif Khalayak dalam Mengakses Konten Berita di Instagram Reels @narasinewsroom

Deandra Salsabila, Pandan Yudhapramesti, Gema Nusantara Bakry

Abstract


Instagram memiliki banyak fitur, salah satunya adalah fitur Instagram Reels yang kini menjadi cara penyebaran berita dalam format multimedia. Penelitian ini bertujuan untuk mengetahui motif khalayak dalam mengakses konten berita di Instagram Reels @narasinewsroom dengan menggunakan teori uses and gratifications 2.0 yang memiliki tipologi Model MAIN (Modality, Agency, Interactivity dan Navigability) oleh Sundar & Limperos (2013). Dengan menggunakan metode survei deskriptif, peneliti mengolah data dari 348 responden yang tergabung dalam audiens Instagram @narasinewsroom. Hasil penelitian ini menunjukkan bahwa motif navigabilitas menjadi alasan paling kuat yang mendorong khalayak untuk mengkonsumsi media karena merasa dapat menjelajahi semua informasi yang ada di Instagram Reels @narasinewsroom dan memiliki keleluasaan dalam bernavigasi di platform tersebut. Disusul motif interaktivitas di urutan kedua, motif modalitas di urutan ketiga, dan motif agensi di urutan terakhir. Selain itu, temuan ini juga menyimpulkan bahwa fitur-fitur yang ada di Instagram yaitu Instagram Reels mampu memenuhi motif audiens ketika mengakses berita di Instagram.

 

Instagram has numerous features, one of which is the Instagram Reels feature, now utilized as a means to distribute news in a multimedia format. This study aims to determine audience motives for accessing news content on Instagram Reels @narasinewsroom, employing The Uses and Gratifications 2.0 theory, which incorporates the MAIN Model (Modality, Agency, Interactivity, and Navigability) developed by Sundar & Limperos (2013). Using a descriptive survey method, researchers processed data from 348 respondents who comprise the audience of Instagram @narasinewsroom. The study's results indicate that the navigability motive is the most potent reason that encourages audiences to consume the media, as they feel capable of exploring all the information on Instagram Reels @narasinewsroom and enjoy flexibility when navigating the platform. Interactivity motives rank second, followed by modality motives in third place, and agency motives in last place. Additionally, this finding concludes that Instagram's features, particularly Instagram Reels, effectively fulfill audience motives when accessing news on the platform.


Keywords


Audience Motives; Instagram Reels; MAIN Model; Media Sosial; Motif Khalayak; Narasi Newsroom; Social Media

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DOI: https://doi.org/10.24815/jkg.v12i1.30390

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