ANALISA MEDIA SOSIAL INSTAGRAM MOBILE LEGEND MEMENUHI STANDARD PENULISAN MEDIA SOSIAL INSTAGRAM

• ZAQY AL PIPPO VIRGIAWAN
• 2025

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Analisa Media Sosial Instagram Mobile Legend Memenuhi Standard Penulisan Media Sosial Instagram, (44190656) Zaqy Alpippo Virgiawan

Penelitian ini bertujuan untuk menganalisis penulisan konten Instagram @realmobilelegendsid dengan meninjau struktur caption dan potensi interaktivitas, serta mengkaji makna visual melalui pendekatan semiotika Roland Barthes. Metode penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik observasi dan dokumentasi terhadap unggahan visual dan teks dari akun resmi Mobile Legends Indonesia. Hasil penelitian menunjukkan bahwa konten telah memenuhi aspek informatif dan menjaga konsistensi gaya komunikasi, tetapi masih lemah dalam aspek emosional, persuasif, dan ajakan tindakan. Caption cenderung satu arah, minim storytelling, serta tidak mengoptimalkan call-to-action (CTA). Analisis berdasarkan model AIDA menunjukkan dominasi pada elemen Attention dan Interest, sementara Desire dan Action kurang ditonjolkan. Pendekatan semiotika Barthes mengungkap bahwa konten visual mengandung makna konotatif dan mitologis, membentuk citra game sebagai simbol status, aktualisasi diri, dan budaya digital. Simbol seperti skin eksklusif dan kolaborasi dengan ikon populer menjadi konstruksi ideologis yang memperkuat citra merek. Penelitian ini menyimpulkan bahwa strategi copywriting dan pemaknaan simbolik yang tepat dapat memperkuat keterlibatan audiens secara digital.

Kata Kunci : Sosial Media, Instagram

 

Analysis of Mobile Legends' Instagram Social Media in Meeting Instagram Social Media Writing Standards, (44190656) Zaqy Alpippo Virgiawan

This study aims to analyze the content writing of the Instagram account @realmobilelegendsid by reviewing the structure of captions and potential interactivity, as well as examining visual meaning through Roland Barthes' semiotic approach. The research method uses a descriptive qualitative approach with observation and documentation techniques on visual and text posts from the official Mobile Legends Indonesia account. The results indicate that the content meets informative aspects and maintains consistency in communication style, but remains weak in emotional, persuasive, and call-to-action aspects. Captions tend to be one-sided, lack storytelling, and fail to optimize call-to-action (CTA). Analysis based on the AIDA model shows dominance in the Attention and Interest elements, while Desire and Action are less emphasized. Barthes' semiotic approach reveals that visual content contains connotative and mythological meanings, shaping the game's image as a symbol of status, self-actualization, and digital culture. Symbols such as exclusive skins and collaborations with popular icons serve as ideological constructs that reinforce the brand's image. This study concludes that appropriate copywriting strategies and symbolic interpretation can strengthen digital audience engagement.

Keywords: Social Media, Instagram

• Social Media dan Instagram

https://repository.bsi.ac.id/repo/73834/ANALISA-MEDIA-SOSIAL-INSTAGRAM-MOBILE-LEGEND-MEMENUHI-STANDARD-PENULISAN-MEDIA-SOSIAL-INSTAGRAM
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