THE ROLE OF SOCIAL MEDIA IN SHAPING THE IMAGE OF THE OPEN UNIVERSITY: A CASE STUDY OF THE UT SALUT AAF WAY TENONG INSTAGRAM ACCOUNT

Abstract

This study seeks to examine the role of Instagram in shaping a positive image of the Open University (UT) through the UT SALUT AAF WAY TENONG. The study employed a qualitative approach using data collection techniques such as in-depth interviews with six informants, observation of Instagram content, documentation, and literature review. Data analysis was conducted through the stages of data reduction, data presentation, and drawing conclusions based on the Miles and Huberman model. The research results revealed three main themes. First, Instagram content proved effective in capturing audience attention through relevant visual formats, concise information presentation, a communicative writing style, and responsive interaction between administrators and followers. Second, Instagram serves as a space for symbolic representation that builds UT’s image as a modern, flexible, and inclusive institution, thereby countering negative perceptions of the distance learning system. Third, the management still faces challenges such as limited human resources, inconsistent posting, and a lack of content planning; however, there are strategic opportunities through student storytelling, content segmentation, and collaboration with alumni. This study confirms that Instagram is a strategic tool that not only disseminates information but also builds and maintains a positive image of the university in the digital age.