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Comments Analysis on Instagram (@pondok.modern.gontor) using Yield Shift Theory
Abstract
Abstrak: Penelitian ini menyelidiki kepuasan audiens di Instagram menggunakan Yield Shift Theory (YST), dengan mengeksplorasi bagaimana komentar audiens di akun @pondok.modern.gontor mencerminkan kepuasan. YST adalah teori kausal yang menjelaskan kepuasan dengan sepuluh efek terukur, termasuk Efek Pencapaian Tujuan, Efek Konfirmasi, Efek Diskonfirmasi, dan Efek Nostalgia, yang teridentifikasi dalam komentar terkait konten Pondok Modern Darussalam Gontor. Penelitian ini menggunakan pendekatan kualitatif deskriptif, dengan mengadopsi tinjauan skoping untuk menganalisis komentar Instagram dari postingan dan reels selama satu semester. Data dianalisis melalui Multimodal Discourse Analysis (MDA), yang berfokus pada genre respons, jenis akun yang merespons, dan interpretasi makna komentar. Temuan menunjukkan bahwa kepuasan audiens tercermin dalam berbagai bentuk, seperti doa dan perhatian, yang dapat mencerminkan emosi individu dan kolektif. Penelitian ini menyoroti dinamika keterlibatan audiens, memberikan wawasan tentang bagaimana konten media sosial memengaruhi kepuasan pengguna dan bagaimana efek-efek ini dapat dikategorikan menggunakan YST
Abstract: This research investigates audience satisfaction on Instagram using the Yield Shift Theory (YST), exploring how audience comments on the @pondok.modern.gontor account reflect satisfaction. YST is a causal theory that explains satisfaction with ten measurable effects, including Goal Attainment, Confirmation, Disconfirmation, and Nostalgia effects, which were identified in comments related to Pondok Modern Darussalam Gontor’s content. The study employs a descriptive qualitative approach, utilizing a scoping review to analyze Instagram comments from posts and reels over a semester. Data is analyzed through Multimodal Discourse Analysis (MDA), focusing on response genre, the nature of responding accounts, and the interpretation of comment meaning. The findings show that audience satisfaction is demonstrated in various forms, such as prayers and concerns, and can reflect both individual and collective emotions. The research highlights the dynamics of audience engagement, offering insights into how social media content influences user satisfaction and how these effects can be categorized using YST
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DOI: https://doi.org/10.31764/jail.v8i2.30316
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