CONTENT ANALYSIS OF INSTAGRAM HASHTAG OF MALAYSIAN ISLAMIC NGO IN FACING COVID-19
Abstract
Malaysian Islamic NGOs have participated in fundraising efforts, providing assistance and promoting public awareness to take specific steps to face this pandemic. Instagram is a medium used by these NGOs to show their efforts in dealing with this pandemic. Hashtags used by netizens on Instagram to raise posts during the campaign to address COVID-19. This article aims to analyze the hashtag use pattern on Instagram of Islamic NGOs in Malaysia in addressing COVID-19 from the perspective of hashtag phrase selection and visibility. This research selected 12 Islamic NGOs in Malaysia that actively use Instagram in this study. From that, the NGO's Instagram posts from April and May 2020 during the first phase of PKP were chosen. The study found that Islamic NGOs use hashtags, but it is merely to report news and not strong enough to mobilize the community. Using hashtags among NGOs is inconsistent with forming a union of action in society.
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