Personal and Political Correctness: A Content Analysis of Leading Politicians Instagram Account in Indonesia

Positioning political party opens a relationship between leaders and their stakeholders. A common theme in adopting relationship online is that social media platform needs more attention to be beneficial. This article looks at how leading politicians value Instagram as communication platform and how Covid-19 pandemic message communicated by the actors within the platform. Content analysis was conducted on five leaders of large political party in Indonesia to understand their value and communication code in their postings. From the data, the study revealed younger politicians tend to value the platform more than others in the way of following the trends and showing their personal characteristic instead of political and professional characteristic.