PERSEPSI MAHASISWA UPN VETERAN JAWA TIMUR TERHADAP INSTAGRAM @upnveteranjawatimur SEBAGAI MEDIA INFORMASI

Abstract

Technological advancements and the rise of social media have transformed communication within the higher education landscape. Instagram, a leading visual platform among the younger generation, is increasingly utilized by universities as an official communication channel and a tool to foster digital literacy. UPN Veteran East Java employs its official Instagram account, @upnveteranjawatimur, to disseminate academic information and bolster the institution's reputation. However, the actual effectiveness of this communication medium remains uncertain. A potential gap between the messages conveyed by the university and the students' interpretation of them could lead to misunderstandings, lower engagement levels, and reduced institutional communication effectiveness. Furthermore, existing research specifically examining student perceptions of UPN Veteran East Java’s official university Instagram account is limited. This study aims to explore in depth the perspectives of UPN Veteran East Java students regarding the @upnveteranjawatimur Instagram account as a campus information medium. The findings are expected to provide insights into the platform's effectiveness, identify potential areas of miscommunication, and serve as a basis for the university to evaluate the quality of information delivery ensuring it is accurate, informative, and aligned with student needs.