KECENDERUNGAN NARASI PADA AKUN MEDIA SOSIAL PEMERINTAH LOKAL KOTA BANJARMASIN (ANALISIS ISI PADA AKUN INSTAGRAM @PEMKO_BANJARMASIN)

The development of social media has encouraged governments to utilize these platforms as a means of public communication to deliver information, policies, and public services to the community. Through social media, governments not only disseminate information but also construct narratives that reflect their communication priorities. This study aims to analyze and identify the narrative tendencies in Instagram posts published by @pemko_banjarmasin as a public communication medium of the Banjarmasin City Government. This research employed a descriptive content analysis method with a qualitative approach. The research object consisted of 28 Instagram posts published by @pemko_banjarmasin during the period of August 1–14, 2025. Data were collected through non-participant observation, documentation, and literature review. The analysis was conducted based on six categories: post format, content theme, dominant actors, message function, narrative orientation, and hashtag usage. The findings indicate that the Instagram account of @pemko_banjarmasin tends to construct informative public communication narratives, supported by ceremonial communication and oriented toward citizens (citizen-centered). These narratives are reflected through the dominance of government information and greetings or celebratory themes, the use of carousel posts to provide more detailed information, the government as the dominant actor, message functions primarily focused on information delivery, and the utilization of hashtags as supporting elements for content identity and categorization. These findings demonstrate that Instagram is utilized by the Banjarmasin City Government as a public communication platform to promote information transparency, disseminate government programs, and strengthen relationships with the public through consistent and relevant narratives.