Praktik visual dan desain platform Instagram sebagai media produksi representasi
DOI:
https://doi.org/10.30998/jd.v13i4.3239Keywords:
desain platform, Instagram, praktik visual, produksi representasiAbstract
Seiring perkembangan teknologi komunikasi, media sosial menjadi ruang produksi dan sirkulasi representasi visual. Penelitian ini menganalisis bagaimana desain platform Instagram, meliputi fitur penyuntingan, format tampilan, serta penghimpunan dan sirkulasi visual, menyediakan kondisi bagi produksi representasi melalui konten Outfit of the Day (OOTD). Penelitian menggunakan pendekatan deskriptif-interpretatif melalui observasi visual digital terhadap antarmuka dan produksi konten Instagram. Analisis mengacu pada konsep Site of Production Gillian Rose untuk memahami desain platform sebagai kondisi produksi visual serta Circuit of Culture Stuart Hall untuk membaca keterkaitan produksi, konsumsi, regulasi, dan representasi dalam praktik visual. Data dianalisis melalui identifikasi elemen desain dan praktik visual, pemetaan pola berulang, serta interpretasi relasinya dengan produksi dan sirkulasi visual. Hasil menunjukkan karakteristik visual konten OOTD, seperti penempatan subjek, fokus pada busana, komposisi, dan elemen pendukung, yang berlangsung dalam lingkungan platform sebagai ruang produksi sekaligus referensi visual. Temuan ini menunjukkan bahwa Instagram berfungsi sebagai media produksi representasi, di mana desain platform dan praktik visual pengguna menyediakan kondisi bagi terbentuknya pola visual yang dapat dikenali dan direplikasi dalam praktik kultural digital.
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