Instagram Reels as a New Platform for Social Criticism Among Millennial

Instagram platform is a new way of communicating because social media has succeeded in creating a communication paradigm that is not limited by distance, time, and space. Social criticism activities through the Instagram Reels feature regarding the issues being discussed seem to be more accepted by the Indonesian people. This study aims to find out the Bintang Emon Instagram Reels feature which is used as a forum for providing political criticism among Millennials. The research method used is content analysis, which is an in-depth discussion of the contents written in social media by research on Instagram Reels content Bintang Emon. This makes Instagram a place for expression as well as the formation of self-image (personal branding) by comedian Bintang Emon by using the Instagram Reels feature. Criticism through Instagram Reels is considered effective for getting direct communication effects and feedback from the public. The scope of this study is about the behavior of social criticism carried out by millennials using the Instagram Reels platform. Criticism through social media is considered effective in getting a direct communication effect and feedback from the public.