Multimodal Message Representation on the Kéat Club Surabaya Instagram Account for Building Gen Z Engagement

Instagram has become the primary digital medium utilized by the Kéat Club Surabaya community to establish communication with Gen Z through engaging visual and narrative content. This study aims to analyze how visual and narrative elements in Kéat Club Surabaya’s Instagram content construct communication meanings and foster engagement among Gen Z, as well as to document community activities as part of its digital communication strategy. Kéat Club Surabaya is one of the communities that consistently utilizes Instagram as a digital public space for publishing community activities, building identity, and encouraging member participation, particularly among Gen Z. The results indicate that Kéat Club Surabaya’s Instagram content combines visuals showcasing sports activities, expressions of togetherness, and consistent use of colors and composition with narratives characterized by relaxed, persuasive, and communicative language. The integration of these two elements forms a representation of an active and inclusive community that aligns with the Gen Z lifestyle, thereby strengthening the community’s identity while encouraging interactions through comments, account tagging, reposts, and participation in published activities. The findings demonstrate that communication meanings on Kéat Club Surabaya’s Instagram are not constructed solely through visuals or text independently but through intermodal relationships that generate community representations and encourage audience engagement.