<![CDATA[This study aims to analyze the communication strategies of food influencer @nandagabut on Instagram using Castells’ (2009) theory of mass self-communication and Backaler’s (2018) 3R theory (relevance, resonance, reach). The study employs a qualitative approach using descriptive and netnographic methods. The research object is the Instagram account @nandagabut, with subjects including the account owner, followers, and business partners. Data collection techniques were conducted through content observation, in-depth interviews, and documentation. The results indicate that @nandagabut implements all three elements of mass self-communication: self-generated content through independent content production using a 4K camera with a distinctive personal style; self-directed destination through the optimization of hashtags, Instagram features, and an understanding of audience demographics; and self-selected reception, evidenced by high audience engagement (up to 4 million viewers). The application of the 3R theory is evident in the reach strategy through content quality and posting times, relevance through audience understanding using Instagram Insights, and resonance through personal interactions, giveaways, and value-added content. This study contributes to the understanding of local influencer digital communication practices and the integration of two theoretical frameworks in analyzing content strategies on social media.]]>
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