Audience Interpretation Of Instagramm Social Media Content@ipt_trisakti As Promotional Media:Analysis Of Receptions At The Trisakti Tourism Institute

Abstract

In the digital era, social media, especially Instagram, has become vital in marketing educational institutions
such as the Trisakti Tourism Institute (IPT). This research focuses on the audience's interpretation of IPT
Trisakti's Instagram content to measure the effectiveness of marketing strategies and positive interactions.
It aims to analyse the audience's understanding of Instagram social media content @ipt_trisakti as
promotional media and describe and analyse ideological practices in Instagram @ipt_trisakti social media
content as promotional media. This research uses a critical paradigm with a qualitative approach. The
audience reception research uses Stuart Hall's theory, which is related to encoding and decoding and
reception theory. With this theory, the author will see how audiences interpret messages according to the
form of audience reading, whether audiences carry out hegemonic reading, negotiation, or opposition to
messages conveyed through promotional content on Instagram media. The qualitative analysis method is
applied using the Nvivo 12 Pro software. Data collection in this research used in-depth interview
techniques, observation, and literature study. The practical implications of this research are significant,
providing valuable insights that can help academic institutions effectively build their image in society's eyes
and meet their audiences' needs.