<![CDATA[Conservation Institutions (LK) hold a constitutional mandate to perform education and wildlife preservation functions. In the digital era, social media becomes a crucial tool for disseminating ex-situ conservation values to the public. This study aims to evaluate the extent to which the official Instagram account of Surabaya Zoo (@surabayazoo) represents these functions. Utilizing a quantitative content analysis method, this research examined 375 posts over a one-year period, categorized into six message functions: Education (EDU), Conservation (KON), Animal Welfare (KSW), Breeding (PBN), Promotion (PRM), and General Information (IFU). The inter-coder reliability test using the Holsti formula showed an agreement level of 0.918, indicating high data validity. The results reveal a significant imbalance, with promotion content (PRM) dominating at 68.80%, followed by general information (16.00%), and education (9.87%). Meanwhile, crucial aspects such as conservation (3.73%), animal welfare (1.60%), and breeding (0%) received very marginal portions. These findings indicate the commodification of wildlife in digital spaces and the identity disparity of conservation institutions as scientific institutions versus tourist destinations. The study concludes that Surabaya Zoo's digital communication strategy is more oriented towards commercial interests and business marketing rather than strengthening conservation literacy. A reorientation of content policy is required to align with the ethical identity of conservation institutions as biodiversity preservation and educational entities.]]>
