ANALISIS RESEPSI PENGIKUT INSTAGRAM BADAN GIZI NASIONAL TERHADAP KOMUNIKASI KRISIS PROGRAM MBG

Elpira Inda Sari N.K. (Universitas Esa Unggul)
Salman Salman (Universitas Esa Unggul)

Jurnal Cinta Nusantara
Vol. 4 No. 3 (2026): Juli-September, Synergy of Research and Community Service for Community Empower

This study examines the reception of @badangizinasional.ri Instagram followers toward the crisis communication of the National Nutrition Agency (BGN) regarding the governance issues of the Nutrition Fulfillment Service Units (SPPG) in the Free Nutritious Meal Program (MBG). Using a qualitative approach with Stuart Hall's reception analysis and W. Timothy Coombs' Situational Crisis Communication Theory (SCCT), data were collected through in-depth interviews with nine active followers. The results showed that followers' reception positions were categorized into dominant, negotiated, and oppositional positions. Dominant followers appreciated BGN's transparency and decisive action. Negotiated positions accepted BGN's clarifications but questioned monitoring consistency. Oppositional positions viewed BGN's crisis communication merely as public relations. SCCT analysis revealed SPPG governance issues as a preventable crisis requiring a rebuild strategy. Frameworks of knowledge, personal experiences, and institutional trust served as key factors influencing followers' decoding positions.