INSTAGRAM SEBAGAI MEDIA KAMPANYE BERKAIN BATIK BAGI REMAJA MELALUI #INDONESIABERKAIN (Analisis Isi pada Akun Instagram @remajanusantara_)

The development of digital technology has given birth to new media that enables interaction, participation, and widespread dissemination of information. According to Pierre Lévy, new media provides a collective communication space where users play an active role in producing and disseminating content. This study aims to analyze the use of Instagram as a campaign medium for wearing batik cloth through the hashtag #IndonesiaBerkain on the account @remajanusantara_. The method used is qualitative content analysis with the Klaus Krippendorff approach, analyzing 12 videos based on three main categories: content visualization, campaign content, and message form. The results show that the account @remajanusantara_ utilizes the visual power of Instagram through creative content, persuasive messages, and approaches relevant to the lifestyle of teenagers. The integration of new media theory shows that Instagram functions as a participatory space that encourages teenagers to be actively involved in cultural preservation. This study concludes that the #IndonesiaBerkain campaign is effective in increasing cultural awareness and encouraging teenagers to make batik part of their identity and modern lifestyle.