SHIFTING OF NEWS DISTRIBUTION AND NEWS CONSUMPTION: A STUDY OF THE IMPLEMENTATION OF SOCIAL MEDIA RELEASE ON THE INSTAGRAM OF TECH IN ASIA INDONESIA

Abstract

The development of media technology, especially the advent of social media has significantly changed the way news media and organization produce and disseminate the information. The Social Media Release (SMR) appeared as the news release designing to suit the social networks and social media; it was first introduced by Todd Defren in 2006. As it has been more than twelve years since the SMR was introduced. The purpose of this research is to examine the current format of the SMR; it includes the construction and adapted changes. The researcher examined the construction of the SMR in one of the news media in Indonesia: Tech in Asia Indonesia and defined the adapted changes in order to suit current situation and audience. The researcher employed the qualitative descriptive approach. It found that the SMR was constructed through six steps and based on three considerations. The considerations which related to the Instagram features, the content adjustment for each feature, and the characteristics of TIA ID followers. The TIA ID as the news media realized that the most important aspect of constructing the SMR is to keep updated with the development of the Instagram as the social media platform and the needs of the followers. The new format of the SMR still holds on the key components of the old format of the SMR. However, TIA ID modified the component in order to suit the current features and needs.