Pemanfaatan Platform Instagram Sebagai Media Penyebaran Informasi Dalam Menjaga Ekosistem Hutan Oleh Humas Dinas Kehutanan Provinsi Jawa Timur. (Utilization of the Instagram Platform as a Medium for Information Dissemination in Protecting the Forest Ecosystem by the Public Relations of the East Java Provincial Forestry Office).

Malvindra, Moh Rizal (2025) Pemanfaatan Platform Instagram Sebagai Media Penyebaran Informasi Dalam Menjaga Ekosistem Hutan Oleh Humas Dinas Kehutanan Provinsi Jawa Timur. (Utilization of the Instagram Platform as a Medium for Information Dissemination in Protecting the Forest Ecosystem by the Public Relations of the East Java Provincial Forestry Office). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to provide an overview of the utilization of the Instagram platform as a medium for disseminating information regarding forest ecosystem preservation by the Public Relations Division of the East Java Provincial Forestry Office. The background of this research is based on the growing importance of social media, particularly Instagram, as a public communication tool capable of reaching a wide audience quickly and interactively in conveying environmental conservation messages. This study employs a descriptive qualitative approach with data collected through interviews, observation, and documentation. Interviews were conducted with three main informants from the public relations team responsible for managing the official Instagram account @dinaskehutananprovjatim, as well as one validation informant—a student who had participated in an internship (PKL) at the institution. The study applies the framework of Media Richness Theory, which includes four key aspects: immediacy of feedback, multiple cues, language variety, and personal source. The results indicate that all four aspects have been effectively applied by the public relations team in managing Instagram content. However, the research also found structural challenges, particularly the highly hierarchical content approval process, which requires review by both the aide and the head of the forestry office. This can hinder the speed of information distribution. These findings highlight the need for more flexible organizational structures to support effective digital public communication, especially in managing social media platforms within government institutions.

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