ANALISIS ISI KOMPUTASIONAL PENGGUNAAN BAHASA DAN NARASI PROMOSI CAPTION INSTAGRAM @PMB_UMM PADA PERIODE PENDAFTARAN 2022-2024

The development of mass communication media in the digital technology era allows people to access information quickly and easily. The development of mass communication media, especially Instagram, can also be used as a promotional media for information in the field of higher education to attract the attention of prospective applicants. One example is the University of Muhammadiyah Malang, in its new student admissions unit. From this, of course, there is a form of use of communication, especially in language, promotional narratives in Instagram post captions used by UPT.PMB UMM in attracting prospective applicants for the 2022 to 2024 registration period. This study aims to determine the frequency of the results of corpus linguistic analysis on the use of language, promotional narratives on UPT.PMB UMM Instagram based on content analysis theory. In this study, using a content analysis research method with a qualitative research approach and descriptive research type. The basis of the content analysis research used is computational content analysis with the type of data analysis being corpus linguistic analysis. The data collection technique uses data scrapping techniques. The results of the study showed significant frequency results in the corpus data in the 2022-2024 registration period, as well as the use of language and promotional narratives in UPT.PMB UMM Instagram captions which turned out to be easy to understand, informative, and persuasive for followers who saw them.