DOI of the published article https://doi.org/10.61796/icossh.v2i2.467
An Analysis of Followers’ Reception of BPJS Kesehatan’s Instagram as a Source of Health Insurance Information
Resepsi Followers Terhadap Instagram BPJS Kesehatan Sebagai Media Informasi Jaminan Kesehatan
DOI:
https://doi.org/10.21070/ups.10175Keywords:
reception, instagram, BPJS Health, encoding decoding, public communicationAbstract
This study analyzes followers’ reception of the BPJS Kesehatan Instagram account as an information medium for the National Health Insurance (JKN) program using a descriptive qualitative approach and Stuart Hall’s encoding–decoding theory. Data were obtained through in-depth interviews with ten active followers of @bpjskesehatan_ri and content observation conducted throughout 2024. The findings show that most informants occupy the dominant-hegemonic position, accepting the messages as intended, while a smaller number fall into negotiated and oppositional positions. Geographical context appears influential, as 80% of informants reside in East Java and 60% in Sidoarjo Regency. Although overall reception is positive, some informants criticized the use of overly technical language and limited interactivity. The study recommends simplifying message delivery, strengthening two-way communication, and adopting localized digital communication strategies to enhance the effectiveness of public information dissemination via social media
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