Advocacy through Instagram: content strategies of ‘perceived-bad’ organisations in Indonesia

Primadini, Intan (2025) Advocacy through Instagram: content strategies of ‘perceived-bad’ organisations in Indonesia. Communication Research and Practice, 11 (4). pp. 530-548. ISSN 2206-3374

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Abstract

Social media, particularly Instagram, plays a crucial role in advocacy for gender equality and LGBT rights. In Indonesia, these efforts face resistance from conservative religious contexts, shaping how organisations communicate. This study addresses the question: what content strategies do feminist and LGBT organisations use for advocacy on Instagram? A quantitative content analysis examined posts from six feminist and six LGBT groups, classified using the Pyramid Model of Social Media-Based Advocacy: information, community, and action. Findings show feminist organisations post more frequently, while LGBT groups focus on action-oriented content (246 posts), followed by community (161) and information (120). Feminist groups also prioritise action (1,224 posts) but share substantial informational (1,019) and community (735) content. The results reveal an imbalance, highlighting the need for more integrated strategies that blend action, information, and community to enhance engagement in Indonesia’s complex sociocultural environment.

Item Type:	Article
Creators:	Primadini, Intan
Contributors:
Keywords:	Advocacy communication, content strategy, social media, feminist organization, LGBT advocacy group
Subjects:	300 Social Sciences > 300 Social sciences, sociology and anthropology > 302 Social interaction, Interpersonal interaction > 302.2 Communication
Divisions:	Faculty of Communication > Strategic Communication
Date Deposited:	12 Feb 2026 08:44
URI:	https://kc.umn.ac.id/id/eprint/44633

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