Utilization of Instagram social media as a means of promotion and preservation of Javanese Culture (Qualitative descriptive study on Instagram account @bpnb.diy)

Abstract

This research discusses the utilization of Instagram as a means of promoting and preserving Javanese culture on the Instagram account of bpnb diy. The aim of this research is to understand the utilization of Instagram as a tool for promoting and preserving Javanese culture on the bpnb diy Instagram account and to comprehend the supporting factors and barriers to its utilization. The research method used is descriptive research with a qualitative approach. The data collection techniques include observation, interviews, and documentation. Data analysis techniques utilize Miles and Huberman's analysis, consisting of three stages: data reduction, data display, and conclusion drawing. The research results indicate that bpnb diy, has effectively utilized Instagram as a means of promoting Javanese culture. The activities conducted include: Uploading (1) Javanese cultural content. Collaborating with cultural communities.(2) Organizing contests and thematic events.(3)Using relevant hashtags. The impact of this promotion includes an increase in the number of cultural enthusiasts, as evident from the number of followers, comments, and Instagram insights. However, there are challenges faced, such as a lack of understanding of how to use Instagram effectively, inactive participation from the community, and a shortage of creative resources