Social Media as an Early Crisis Communication Channel: A Virtual Ethnography of a Community-Based Instagram Account During Flood and Landslide Disasters in the Gayo Highlands, Aceh

Abstract

Background: With growing reliance on digital platforms during emergencies, social media increasingly functions as an early crisis communication channel, particularly during sudden-onset natural disasters like the floods and landslides in the Gayo Highlands, Aceh. Community-based accounts play a pivotal role in disseminating real-time information and shaping public understanding during the acute phase of a crisis.

Objective: This study explores how a local community Instagram account, @explore****, functions as an early crisis communication tool, examining its operational dynamics during the initial phase of the disaster.

Methodology: A qualitative approach rooted in virtual ethnography was adopted, analysing the production, distribution, and meaning-making of crisis communication. Data were gathered through passive participant observation, archival documentation of posts, and user interaction analysis conducted between 26 November and 31 December 2025.

Results: The findings revealed three key dimensions regarding how community-based communication strengthens social resilience and public trust. First, social media operated as a collective coordination space that significantly enhanced local situational awareness. Second, visual and textual narratives fostered digital solidarity while actively reflecting Gayo cultural identity. Third, digital spaces served as symbolic arenas that articulated local identity within a broader national context.

Conclusion: The study concludes that community-based social media platforms serve as both critical information channels and cultural-participatory spaces. During early crisis phases, they actively enhance collective resilience and build communicative legitimacy.

Unique Contribution: This research theoretically extends the Social-Mediated Crisis Communication (SMCC) model by integrating local cultural and participatory dimensions into established frameworks. Practically, it provides actionable insights for disaster management agencies on how to integrate local digital networks into official early warning systems.

Key Recommendation: It is recommended that disaster management administrators formally partner with established community-based digital networks to streamline real-time communication during emergency situations. Furthermore, agencies should leverage local cultural narratives and digital solidarity spaces to cultivate public trust and enhance regional community resilience.