Author Information
Naila Aulia, Sebelas Maret University, IndonesiaBasuki Agus Suparno, Sebelas Maret University, Indonesia
Abstract
This research aims to find out how Kohati Dakwah processes the innovation of women's empowerment programs in the @perempuanberkisah.id Instagram account and then adopts it so that there is a change in the direction of the organization's movement. The changes of work programs were made during the change of management period 2022/2023 to 2023/2024. In the old period, Kohati Dakwah as women’s movement organization was oriented towards branding the organization due to the vacuum of the organization due to the pandemic, while in this new period, it focused more on women's empowerment programs and gender equality. This research is a mixed method research whose data collection uses questionnaires, interviews, and documentation. By utilizing two theoretical concepts at once, diffusion of innovation theory and elaboration likelihood, this research reveals the processes of receiving messages (through peripheral channels, analyzed with ELM theory) to cause changes in the direction of the organization's movement based on innovations from the @perempuanberkisah.id account (analyzed with innovation diffusion theory). There are 5 Kohati Dakwah work programs adopted from the @perempuanberkisah.id Instagram content program including. The @perempuanberkisah.id Instagram account acts as a reference in changing the work programs of Kohati Dakwah.
Paper Information
Conference: ACCS2025Stream: Gender studies / Feminist Theory
This paper is part of the ACCS2025 Conference Proceedings (View)
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To cite this article:
Aulia N., & Suparno B. (2025) Instagram as a Catalyst of Change: Kohati Dakwah Organization’s Adoption of Women’s Empowerment Programme on Instagram @perempuanberkisah ISSN: 2187-4751 – The Asian Conference on Cultural Studies 2025: Official Conference Proceedings (pp. 11-25) https://doi.org/10.22492/issn.2187-4751.2025.2
To link to this article: https://doi.org/10.22492/issn.2187-4751.2025.2
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