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All Journal Jurnal Komprehenshif INTERNATIONAL JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (INJOSS)
Rachel Mutiara Lolita Marpaung
UNIVERSITAS NEGERI MEDAN
Religion Humanities Education Social Sciences

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STUDENT SENATE'S COMMUNICATION STYLE ON “SEMA UNIMED” INSTAGRAM: IDENTIFYING FRAMING MESSAGE FOR ACADEMIC POLICIES Rachel Mutiara Lolita Marpaung; Bella Yanti Marpaung; Rita Hartati
International Journal Of Humanities, Social Sciences And Business (INJOSS) Vol. 4 No. 3 (2025): SEPTEMBER
Publisher : ADISAM Publisher

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This research examines how students at Universitas Negeri Medan (UNIMED) express their opinions through Instagram, focusing on the @semaunimed.id account managed by the Student Senate. Using qualitative content analysis, this study explores the themes, communication styles, and emotional framing found in students' comments. The findings show that students often use sarcasm, humor, and informal language to voice their concerns, especially on issues such as academic policies and campus facilities. Sarcasm emerged as the most dominant style (33%), while negative emotional framing appeared in 60% of the analyzed comments, indicating a tendency towards dissatisfaction and criticism. However, positive expressions of support and constructive feedback also appeared. Using the theoretical framework from Norton, Gudykunst, and Entman, this study shows that Instagram not only serves as a platform for informal dialog, but also as a space for advocacy, institutional accountability, and student participation in higher education discourse.
An Analysis of Illocutionary Speech Acts In Instagram Comments on @Skintificid Posts Bella Yanti Marpaung; Fadya Sahira Zulham; Khairunnisa Fitri; Niaarota Buulolo; Rachel Mutiara Lolita Marpaung; Meisuri Meisuri
Komprehensif Vol 4 No 1 (2026)
Publisher : CV Edu Tech Jaya

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This study aims to analyze the various types of illocutionary speech acts present in comments on the Instagram account @skintificid, focusing on identifying which type is most frequently employed by users in reaction to promotional content. A qualitative descriptive method is utilized, aided by basic quantitative analysis to determine the occurrence and percentage of each illocutionary act. Data were gathered from five posts made on Instagram on March 10, 12, 14, 16, and 17, 2026, including 50 selected comments. The analysis follows Searle’s (1979) framework for categorizing illocutionary acts, which includes assertives, directives, commissives, expressives, and declaratives. The results indicate that all five categories of illocutionary acts are present, with assertive acts being the most prevalent at 44%, followed by commissives at 26% and expressives at 24%. In contrast, directives account for 4% and declaratives for 2%, appearing less often. These results imply that users on Instagram primarily engage in evaluative, emotional, and intention-driven communication when interacting with promotional content. Additionally, the illocutionary acts signify the interactions between customers and brands, with assertives serving as electronic word-of-mouth (e-WOM), expressives demonstrating emotional involvement, and commissives reflecting an intention to purchase. Overall, this research highlights the significant impact that comment sections on Instagram have in shaping brand image and influencing prospective consumers within the realm of digital marketing.
Co-Authors Bella Yanti Marpaung Fadya Sahira Zulham Khairunnisa Fitri Meisuri, Sri Apulina br Ginting and Niaarota Buulolo Rita Hartati