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      "abstract": "Penelitian ini bertujuan untuk mengidentifikasi dan mendeskripsikan peran \r\nInstagram @pln_up3madiun sebagai saluran komunikasi dalam menyampaikan\r\ninformasi mengenai program Light Up The Dream (LUTD) di PT PLN (Persero)\r\nUP3 Madiun. Program LUTD merupakan inisiatif bantuan penyambungan listrik\r\ngratis bagi masyarakat prasejahtera yang sumber dananya berasal dari donasi\r\nsukarela pegawai PLN. Metode penelitian yang digunakan adalah pendekatan\r\nkualitatif deskriptif dengan paradigma interpretif. Data dikumpulkan melalui teknik\r\nwawancara mendalam dengan pihak Humas dan manajemen PT PLN UP3 Madiun,\r\nobservasi langsung pada akun Instagram @pln_up3madiun, serta dokumentasi\r\nterkait. Analisis data dilakukan secara sistematis melalui tahap reduksi data,\r\npenyajian data, dan penarikan kesimpulan. Keabsahan data diuji menggunakan\r\nteknik triangulasi sumber untuk memastikan akurasi informasi. Penelitian ini\r\nmenggunakan lensa Teori New Media dan The Circular Model of SoMe (Share,\r\nOptimize, Manage, Engage) untuk membedah strategi komunikasi yang dilakukan.\r\nHasil penelitian menunjukkan bahwa Instagram berperan sebagai \"etalase\r\ntransparansi\" dan alat akuntabilitas digital. Melalui fitur Reels, Stories, dan Feed,\r\nPLN berhasil mengubah data donasi yang kaku menjadi narasi visual yang humanis\r\ndan emosional. Pengelolaan interaksi dua arah melalui kolom komentar dan pesan\r\nlangsung (Direct Message) terbukti efektif dalam membangun kepercayaan publik,\r\nmengklarifikasi kesalahpahaman, serta memperkuat citra positif perusahaan di mata\r\nmasyarakat.",
      "date": "2026-02-25",
      "department": "Fakultas Ekonomi & Sosial",
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