Digital media management of the Instagram account @diengbersih in the waste management campaign (2024-2025)
Keywords:
Digital media management, Environmental campaign, Agenda setting, Community, InstagramAbstract
This research focused on analyzing digital media management on the @diengbersih Instagram account in a campaign to address waste issues in the Dieng tourist area in 2024-2025. The focus of this study is directed at the application of four media management functions planning, organizing, actuating, and controlling and their relationship with agenda-setting theory in shaping public awareness of environmental issues. This study uses a constructivist paradigm with a qualitative descriptive method. Data were obtained through in-depth interviews with three informants: the community leader, social media manager, and project manager; observation of the Instagram feed, reels, and story content of the @diengbersih account during the 2024-2025 period; and documentation. The results show that the digital media management function is implemented collaboratively and participatively. Agenda-setting theory plays a role in explaining how communities determine issues, direct public attention to environmental issues, and regulate publication momentum. Environmental communication plays a role in the planning and actuating stages, where communities instill ecological values and build community participation through visual and narrative messages. KPI-based evaluation reveals increased engagement, collaboration among communities, and heightened public awareness of environmental issues. This research highlights the significance of strategic, educational, and sustainable digital media management in fostering community-based environmental communication practices.
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