<![CDATA[This study examines how BEM FISIP Universitas Nusa Cendana administrators perceive Instagram as a medium for organizational political expression. A descriptive qualitative approach was employed, involving eight purposively selected informants. Data were collected through interviews, documentation, and observation of 53 posts on @bemfisipundana. Analysis comprised data condensation, display, and conclusion verification, supported by source and method triangulation. Uses and Gratifications and Communication Privacy Management guided interpretation. Findings show that Instagram serves as an information channel, an organizational showcase, an accountability archive, and an advocacy platform. Political expression appears through position posters, issue infographics, and documentation of speeches and public forums. Publication decisions consider audience preferences, issue relevance, data validity, and organizational risks through staged approval. However, informative and documentary content dominates, while audience responses largely consist of likes with limited substantive discussion. The study identifies a gap between administrators’ advocacy aspirations and observable communication practices, highlighting the need for stronger substantive content and reciprocal engagement. These findings explain how organizational roles shape platform use and disclosure decisions.]]>
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