<![CDATA[Diplomasi digital mengubah cara negara menyusun dan memproyeksikan citranya di ruang publik global. Penelitian ini membandingkan pencitraan bangsa Indonesia melalui akun Instagram Menteri Luar Negeri pada tahun pertama masa jabatan Retno Marsudi pada Januari – Desember 2015 dan Sugiono pada Oktober 2024 – Oktober 2025. Kajian terdahulu mengenai diplomasi digital Indonesia umumnya menyoroti akun institusional Kementerian Luar Negeri sehingga peran diplomat sebagai individu yang mengkomunikasikan identitas nation brand belum banyak diteliti. Penelitian ini memakai pendekatan kualitatif komparatif dengan metode analisis isi. Sumber data primer berupa 150 unggahan Instagram, yaitu 75 unggahan @retno_marsudi dan 75 unggahan @sugiono_56, yang dilengkapi 50 unggahan akun institusional @Kemlu_RI sebagai pembanding serta komentar berbahasa asing sebagai indikator resepsi audiens. Data sekunder mencakup Asia Power Index Lowy Institute (2025), editorial media internasional, dan literatur akademik. Validasi data ditempuh melalui pengkodean ganda atas seluruh unggahan, penghitungan reliabilitas antar pengkode, penelusuran ulang arsip unggahan, serta triangulasi sumber. Kerangka analisis memadukan model communicators of nation brand identity dari Dinnie, nation brand hexagon dari Anholt, diplomasi publik dari Cull, personalisasi diplomasi dari Neumann, dan micro-moments diplomacy dari Manor. Hasil penelitian menunjukkan bahwa Retno Marsudi membangun narasi kemanusiaan dan multilateralisme yang tercermin pada 48% video monolog serta 35% dimensi People, sedangkan Sugiono menampilkan pola seremonial dan berorientasi ekonomi dengan 67% foto seremonial, 18% video monolog, dan 38% dimensi Investment. Perbedaan tersebut berkaitan dengan latar belakang dan kapasitas komunikator, bukan semata gaya personal. Digital diplomacy has reshaped the way states construct and project their image in the global public sphere. This study compares Indonesian nation branding through the Instagram accounts of the Foreign Minister during the first year of Retno Marsudi (January–December 2015) and Sugiono (October 2024–October 2025). Previous work on Indonesian digital diplomacy has largely concentrated on the institutional account of the Ministry of Foreign Affairs, leaving the individual diplomat as a communicator of nation brand identity underexamined. The study applies a qualitative-comparative approach using content analysis. Primary data consist of 150 Instagram posts, namely 75 posts from @retno_marsudi and 75 posts from @sugiono_56, supplemented by 50 posts from the institutional account @Kemlu_RI as a benchmark and foreign-language comments as an indicator of audience reception. Secondary data include the Lowy Institute Asia Power Index (2025), international editorials, and academic literature. Data validation was carried out through double coding of the entire corpus, intercoder reliability testing, re-verification of archived posts, and source triangulation. The analytical framework combines Dinnie’s communicators of nation brand identity, Anholt’s nation brand hexagon, Cull’s public diplomacy, Neumann’s personalisation of diplomacy, and Manor’s micro-moments diplomacy. The findings show that Retno Marsudi built a humanitarian and multilateral narrative, reflected in 48% talking-head videos and 35% People dimension content, whereas Sugiono displayed a ceremonial and economically oriented pattern with 67% ceremonial photographs, 18% talking-head videos, and 38% Investment dimension content. These differences relate to the communicator’s background and capacity rather than personal style alone.]]>
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