Digital political messages and public engagement: Interpretation of mayor Damar Prasetyono’s instagram content

Abstract

This study examines how digital political messages are constructed through the Instagram account @masdamar.magelang, managed by the Mayor of Magelang. While existing research on political social media communication often emphasizes campaign strategies and engagement metrics, limited attention has been paid to the structural composition of message narratives within the context of local governance. Using the Nine Block Conversation Planner framework, this qualitative study analyzed 20 Instagram posts published between November 2025 and February 2026. Data were collected through documentation and examined using thematic content analysis focusing on message purpose, audience, narrative structure, and value orientation. The findings revealed that aspirational and belief-oriented messages dominated the account’s communication strategy. Moral values, collective aspirations, and symbolic representations of integrity served as central narrative devices for constructing emotional resonance and leadership identity. Instagram operates not only as an information platform but also as a performative space for values-based political storytelling. However, the dominance of symbolic narratives suggests limited policy-oriented considerations. This study extends the application of the Nine Block framework to the analysis of digital political leadership and contributes to broader discussions on affective political communication and identity construction in social media environments.