Instagram sebagai Saluran Difusi Inovasi Isu Kesejahteraan Sosial : Analisis Kesadaran Mahasiswa FISIP USU dalam Isu Kesejahteraan Sosial

Abstract

The increasing use of social media among the younger generation, particularly Instagram, is not yet proportional to their awareness of social welfare issues, which has shown a noticeable decline. In fact, social media holds great potential as an effective medium for shaping students’ understanding and concern toward social issues. This study aims to analyze the role of social media, particularly Instagram, in shaping students' awareness of social welfare issues at the Faculty of Social and Political Sciences, Universitas Sumatera Utara. The research employs a descriptive qualitative method with data collection techniques including in-depth interviews, observation, and documentation. Informants consist of lecturers as key informants, active students as primary informants, and additional students as supporting informants. The findings indicate that Instagram functions as a tool for communication, an information dissemination platform, and a medium for social advocacy. Based on Rogers' diffusion of innovations theory, students experience five stages of awareness, from awareness to adoption, with varying levels of engagement. Instagram is proven to be an effective medium in raising awareness and encouraging student participation in social welfare issues.