Instagram Followers Opinions on Reels Content Messages Regarding President Prabowo Subianto’s Nutritious Meal Program Evaluation on @kemkomdigi

Abstract

On January 6, 2025, the Indonesian government launched the Free Nutritious Meal Program targeting students from early childhood education to senior high school, toddlers, pregnant women, and breastfeeding mothers in 190 locations across 26 provinces. Despite its wide coverage, the program has been criticized for its uneven implementation and lack of effectiveness. In response, on January 22, 2025, the official Instagram account of the Ministry of Communication and Digital Affairs (@kemkomdigi) posted a Reels video featuring an apology and message of aspiration from President Prabowo Subianto. This action demonstrated the government's use of social media for Government Public Relations (GPR) to rebuild public trust. The Reel content generated varied public opinions—neutral, positive, and negative. This study aims to measure the views of @kemkomdigi's Instagram followers regarding the message of the Reels video evaluating the program. A descriptive quantitative method was employed, using an e-survey distributed to 100 randomly selected respondents. Opinion was assessed through dimensions of message content. The research adopts the Stimulus-Organism-Response (S-O-R) model, public opinion theory, and GPR theory.

Results show that followers held a positive view of the content, perceiving the message as relevant, accurate, valuable, easy to understand, accessible, and consistent in conveying positive communication.