Antara Social Proof dan Functional Trust: Studi Komparatif Perilaku Konsumsi Homeless Media dan Media Pers di Instagram
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Abstract
This study analyzes differences in media consumption behavior, content acceptance, and audience participation patterns between homeless media and press media on Instagram. Employing a qualitative netnographic approach, data were gathered through non-participatory observation and screenshot documentation of caption texts, comments, and user replies across four sample accounts (Detikcom, Radar Surabaya, Folkative, and Sekitarsurabaya.id) during December 2024. The findings reveal significant distinctions across three key dimensions. First, regarding production logic, national press media (Detikcom) prioritized high posting volume for mechanical distribution, whereas local homeless media (Sekitarsurabaya.id) leveraged cross-community joint posts to build communitarian credibility. Second, press media caption anatomy drove layered consumption by redirecting audiences to external websites, whereas homeless media fostered organic discursive consumption within comment sections relying on social proof. Third, comment dynamics in press media were predominantly cognitive-evaluative (rational critiques based on functional trust), whereas homeless media established affective publics that served as spaces for emotional catharsis, amplified by flexible and interactive admin responses. These results demonstrate a functional division in digital media, where mainstream press is consumed for cognitive credibility, while homeless media fulfills needs for affective expression and communal bonding.
Penelitian ini menganalisis perbedaan perilaku konsumsi media, penerimaan konten, dan pola partisipasi audiens antara homeless media dan media pers di platform Instagram. Pendekatan kualitatif netnografi digunakan melalui observasi non-partisipatif dan dokumentasi tangkap layar (screenshot) terhadap teks caption, komentar, dan balasan (replies) pada empat akun sampel (Detikcom, Radar Surabaya, Folkative, dan Sekitarsurabaya.id) selama periode Desember 2024. Hasil penelitian menunjukkan perbedaan signifikan pada tiga aspek utama. Pertama, dari logika produksi, media pers nasional (Detikcom) mengutamakan kuantitas unggahan untuk distribusi mekanis, sedangkan homeless media lokal (Sekitarsurabaya.id) mengandalkan kolaborasi lintas komunitas (joint post) guna membangun kredibilitas komunitarian. Kedua, anatomi caption media pers memicu pola konsumsi berlapis (layered consumption) dengan mengarahkan audiens ke situs web resmi, sementara homeless media memicu konsumsi diskursif di kolom komentar berbasis validasi sosial (social proof). Ketiga, interaksi di kolom komentar media pers bersifat kognitif-evaluatif (didominasi kritik faktual atas dasar functional trust), sedangkan homeless media berhasil membentuk publik emosional (affective publics) yang menjadikan kolom komentar sebagai ruang katarsis massal, diperkuat oleh respons admin yang aktif dan personal. Temuan ini mengindikasikan adanya pembagian fungsi media digital, di mana media pers diakses untuk validasi kredibilitas kognitif, sedangkan homeless media dimanfaatkan untuk ekspresi afektif dan koneksi komunal.
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