INSTAGRAM SEBAGAI MEDIA PROMOSI BUDAYA BERKAIN BAGI GEN-Z

(Content Analysis of @remajanusantara_ account)

Abstract

Cloth culture is one of the cultural heritages and is now back as a new trend setter among the Indonesian z generation. This is also being promoted by an Instagram account called @remajanusantara_ which wants to evolve Indonesian culture to be attractive and accepted by young people today. In order to realise this goal, they have shared a message to wear cloth as a dressing attribute in all their activities. The message is conveyed through a number of social media content that they create, one of which is on social media Instagram. Departing from this background, this research discusses how the use of Instagram media @remajanusantara_ in promoting the culture of cloth to generation z, namely its followers. This research is a qualitative type with descriptive analysis method through observations on @remajanusantara_ Instagram media account. This observation was carried out with the intention of knowing how influential the Instagram account was on generation z's interest in wearing cloth and in promoting the culture of wearing cloth in any activity in generation z. The results of the discussion concluded that the @remajanusantara_ account has carried out its function as a means of promotion, information, and also education to its followers, most of whom are generation z and also in accordance with the theory used, namely Use And Gratifications Theory.