Media Coevolution and Coexixtence Invisual Content and Storytelling on the Instagram Account @GOODLIFEBCA

Abstract

This study examines the coevolution and coexistence principle within Roger Fidler's (1997) mediamorphosis theory as manifested in the digital marketing communication transformation of PT Bank Central Asia Tbk's Instagram account, @goodlifebca. Using a qualitative netnographic approach, data were collected through nine weeks of non-participant observation of the account's content, in-depth online interviews with three purposively selected external informants who are active followers, and digital documentation, then analyzed thematically. The findings show that coevolution and coexistence operate at three interrelated levels. First, at the channel level, Instagram content consistently redirects audiences back to BCA's conventional service channels, including branches, the Halo BCA call center, and ATMs, rather than replacing them. Second, at the brand-awareness level, long-standing customers' awareness of BCA is co-produced by conventional transactional experience and digital content, whereas non-transactional followers' awareness is built almost entirely through digital content, showing that digital and conventional communication complement rather than substitute one another. Third, at the content-format level, the historically static feed format continues to coexist with the newer, more dynamic Reels format at a near-equal share, each serving distinct communicative functions, reinforced by campaigns that deliberately bridge physical lifestyle events with Instagram promotion. Consistent visual identity and storytelling-based, conversational language emerge as connective devices that sustain this coexistence, humanizing the brand while preserving institutional credibility. The study concludes that @goodlifebca's digital transformation does not erase conventional marketing communication but reorganizes visual and narrative elements within a hybrid, mutually reinforcing communication ecosystem.