DEWI, WIJAYANTI (2026) STUDI NETNOGRAFI KOMUNIKASI DINAMIKA DISKUSI WARGANET PADA KONTEN #UNTUNGADAPOLISI DI AKUN INSTAGRAM @divisihumaspolri. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
In an increasingly developed digital era, social mediahas become an important space for interaction between government institutions andthe public. This study analyzes the dynamics of netizen discussions on content #UntungAdaPolisi on the Instagram account @divisihumaspolri using anetnographic approach based on the theory of participatory culture. The focus of the research is to understand the dynamics of netizen discussionsin shaping perceptions,negotiating meanings, and expressing criticism, support, and sarcasmtowards the public communication efforts of the Indonesian National Police's Public Relations Division. Data was obtained through participatory observation of the comment section of the #UntungAdaPolisi content on theInstagram account @divisihumaspolri during the period of February–April 2025, andanalyzed using a thematic approach.The results of the study show that the comment section has become adigital arena that is full of netizen cultural expressions, including humor,irony, collective narratives about public distrust, and symbols ofdigital culture that have developed on social media. The findings show that there is apatterned gap between the institutional narrative of the Indonesian National Police's Public Relations Division andthe empirical experiences of the community. Netizen discussions were dominated by criticism of police services, the use of the term “oknum” (unscrupulous individuals), and expressions of skepticismtowards image campaigns. In addition, the study found that the administrators of theInstagram account @divisihumaspolri did not respond tonetizen comments, resulting in one-way communication thatdid not reflect the principles of transparency and public engagement. This study is expected to serve as a reference forthe development of digital communication strategies for government institutions, particularly inbuilding more responsive and public trustoriented two-way interactions. Keywords: Netnography, Netizens, Instagram, Reputation, Indonesian National Police Di era digital yang semakin berkembang, media sosial telah menjadi ruang penting bagi interaksi antara institusi pemerintah dengan masyarakat. Penelitian ini menganalisis dinamika diskusi warganet pada konten #UntungAdaPolisi di akun Instagram @divisihumaspolri dengan menggunakan pendekatan netnografi menggunakan pendekatan netnografi dengan landasan teori budaya partisipasi. Fokus penelitian diarahkan untuk memahami dinamika diskusi warganet dalam membentuk persepsi, menegosiasikan makna, serta mengekspresikan kritik, dukungan, termasuk sarkasme terhadap upaya komunikasi publik yang dilakukan Humas POLRI. Data diperoleh melalui observasi partisipatif pada kolom komentar konten #UntungAdaPolisi di akun Instagram @divisihumaspolri selama periode Februari–April 2025, serta dianalisis menggunakan pendekatan tematik. Hasil penelitian menunjukkan bahwa ruang komentar menjadi arena digital yang sarat dengan ekspresi budaya warganet, termasuk humor, ironi, narasi kolektif tentang ketidakpercayaan publik, serta simbol-simbol budaya digital yang berkembang di media sosial. Temuan memperlihatkan adanya kesenjangan yang berpola antara narasi institusional Humas POLRI dengan pengalaman empiris masyarakat. Diskusi warganet didominasi oleh kritik terhadap pelayanan kepolisian, penggunaan istilah “oknum”, dan ekspresi skeptisisme terhadap kampanye pencitraan. Selain itu, penelitian menemukan bahwa pengelola akun Instagram @divisihumaspolri tidak memberikan respons apa pun terhadap komentar warganet, sehingga komunikasi yang berlangsung bersifat satu arah dan tidak mencerminkan prinsip transparansi maupun keterlibatan publik. Penelitian ini diharapkan menjadi rujukan bagi pengembangan strategi komunikasi digital institusi pemerintah, khususnya dalam membangun interaksi dua arah yang lebih responsif dan berorientasi pada pemulihan kepercayaan publik. Kata Kunci: Netnografi, Warganet, Instagram, Reputasi, POLRI
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