Participatory Digital Governance through S.O.M.E+ Framework: A Phenomenological Analysis of Instagram-Based Public Accountability in Indonesian Local Government

Abstract

This study examines how local leaders in South Sulawesi leverage Instagram for public accountability and participatory governance through the S.O.M.E+ (Sharing-Optimizing-Managing-Engaging + Accountability) model. Phenomenological analysis of 800 Instagram captions from four regional heads, triangulated with audience feedback and policy documents. Leaders achieve high public trust by integrating Optimizing (resource efficiency) and Empowering (emotional resonance), although accountability mechanisms require institutionalization. While previous studies applied Luttrell's theory in a corporate context (Smith, 2021; Gupta, 2023), this study pioneers its adaptation to public administration.