Political Communication Strategy Through Instagram: A Study of the @dpwpkbjatim Account

Background This study aims to analyze the political communication strategy implemented by the East Java Regional Leadership Council (DPW) of the National Awakening Party (PKB) through the Instagram account @dpwpkbjatim and identify supporting and inhibiting factors in its use as a political communication medium. Methods This study uses a qualitative method with a case study approach. Data were obtained through interviews, observations, and documentation. The research analysis uses Anwar Arifin's Political Communication Strategy theory, which includes aspects of knowing the audience, composing messages, determining methods, and selecting communication media. Results The results show that the Instagram account @dpwpkbjatim is used to convey information about party activities, build a political image, and establish communication with the public through various Instagram features. Supporting factors for Instagram use include the high number of users, interactive features, organizational support, and the development of digital technology. Inhibiting factors include consistency in content production, diversity of audience characteristics, changes in the Instagram algorithm, and limited resources. Conclusion This study shows that Instagram has become an important medium in supporting the political communication of the East Java PKB DPW in the digital era.