Content Analysis of Instagram Account @idextratime as a Media Communication for Football Fans in Indonesia
Abstract
Social media is not only a communication tool for its users, but it has also become an essential part of providing a rapid flow of information that has a significant impact on the community, offering communication means and marketing commercial products. This research aims to understand the content of social media used by Extra Time Indonesia to provide information about football to fans in Indonesia, based on the content they upload on Instagram. With three variables: Instagram Content Analysis, Communication Media, and Football Fans. The observation was conducted in the content analysis of the account using the 4 Pillars of Social Media Strategy Theory, such as Communication, Collaboration, Education, and Entertainment, to address the hypothesis in this research. Then, outline each type of relevant content over a period of 1 month. The research results show that the social media activities of Extra Time Indonesia significantly influence the provision of a platform in the form of communication tools for football fans in Indonesia with varied content, thereby opening up discussion spaces for the audience of the account. Additionally, the research results also show the effect of the communication medium variable on the very active interactions among football fans in Indonesia in the comment section of the Extra Time Indonesia Social Media account.
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DOI: https://doi.org/10.12928/sylection.v4i1.18703
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