Multimodal Analysis of Photos in @Sandiuno Instagram Account Before and After the 2019 Presidential Election

Abstract

Social media helps to perform communication in different ways, on of them as a political instrument to shape public’s opinion and also a media for parties to interact. This research uses multimodal/social semiotics by Kress and Van Leeuwen for visual mode. The top three pictures before and after 2019 election with most likess on instagram account @sandiuno are used as research data. This research used metafunctions from visual mode which consist of representational, interpersonal, and textual. Caption holds an important role in a post, there- fore it is analysed using identification analysis. Researcher also did communication style analysis from Tubbs & Moss to understand which style is used by Sandiaga Uno in social media. The result shows that Sandiaga Uno, through instagram account @sandiuno, has the same communication style before and after the 2019 election, which is the controlling style. He also has the democratic type of leadership.