STRATEGI KOMUNIKASI KOMUNITAS PUNK MELALUI AKUN INSTAGRAM @amatir13_ DALAM MEMBANGUN CITRA POSITIF DI MASYARAKAT (Studi Kasus Komunitas Punk Amatir Di Tanjung Barat Jakarta Selatan)

This research discusses the communication strategy of the Amatir_13 punk community in changing the negative stigma of society through Instagram and social activities. The background of this research stems from the negative stereotypes often associated with punk communities as deviant groups, despite their active involvement in positive activities.
The research method uses a qualitative approach through semi-structured interviews, observations, and documentation of social media, with data validity ensured through source, technique, and time triangulation.
The research findings show that Amatir_13 applies a communication strategy that constructs a positive image and awareness. Through Instagram, the community actively shows various activities, such as charity events, assisting SMEs, and other social activities as tangible contributions to society. In the perspective of Social Construction Theory by Berger & Luckmann (1966), these actions are seen as the process of creating social reality, where the community shows continuous positive actions so that society begins to form a new understanding of their identity. Communication strategies such as repetition of messages, informative, persuasive, and educational approaches help strengthen this meaning-making process, thus enhancing public interaction, attracting community support, and reducing previous negative stigma.
Thus, the change in stigma towards the Amatir_13 punk community can be understood as the result of the social construction process, where the community builds and spreads new meanings about their identity through social media and social activities. Instagram helps portray a positive image, while direct interactions strengthen public acceptance. Future research could add quantitative analysis to measure the effectiveness of their communication strategy.