ANALYSIS OF HATE SPEECH FRAMING IN RELATION TO THE 80TH INDEPENDENCE DAY LOGO ON INSTAGRAM SOCIAL MEDIA
Keywords:
Hate Speech, Framing, Social Media Instagram
Abstract
This study aims to examine how hate speech is constructed and framed by netizens toward the 80th Indonesian Independence Day (HUT RI) logo on Instagram. Employing a descriptive qualitative approach and Robert Entman’s framing analysis model which encompasses four key elements: defining problems, diagnosing causes, making moral judgments, and offering treatment recommendations this research explores the construction of digital public discourse through content observation, in-depth interviews with key informants, and document analysis. The findings reveal that the framing of hate speech manifests in two primary forms, namely symbolic and linguistic, expressed through humor, sarcasm, and parody visuals that highlight public resistance toward the government. The public frames the logo as a symbol of governmental failure to represent the spirit of independence, thus positioning hate speech as a form of social and political expression of collective disappointment. This phenomenon indicates that the digital sphere has evolved into an arena where the meaning of freedom of expression shifts from rational criticism toward emotional and resistant expression. The study underscores the importance of digital literacy and ethical public communication to ensure that freedom of expression on social media remains productive, balanced, and reinforces national values in the digital era
References
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Amanda, M. D., & Lexianingrum, S. R. P. (2024b). Analisis Framing Media Sosial Terhadap Opini Publik Dalam Konteks Pemilu. IJM: Indonesian Journal of Multidisciplinary, 2(4), 346–353. https://journal.csspublishing.com/index.php/ijm/article/view/798
Anaissi, A., Akram, J., Chaturvedi, K., & Braytee, A. (2025). Detecting and Understanding Hateful Contents in Memes Through Captioning and Visual Question-Answering. Lecture Notes in Computer Science, 15904 LNCS, 134–146. https://doi.org/10.1007/978-3-031-97629-2_10
Barlian, Y. A., & Wijayanto, P. W. (2021). Analyzing “Hate Speech Phenomenon” Research in Indonesia: a Systematic Review. English Review: Journal of English Education, 10(1), 203–212. https://doi.org/10.25134/erjee.v10i1.5371
Boer, K. M., Pratiwi, M. R., & Muna, N. (2020). Analisis Framing Pemberitaan Generasi Milenial dan Pemerintah Terkait Covid-19 di Media Online. Communicatus: Jurnal Ilmu komunikasi, 4(1), 85–104. https://doi.org/10.15575/cjik.v4i1.8277
Bukhroni, F. L. W., & Aisyah, V. N. (2020). Framing Kasus Ujaran Kebencian di Televisi. Jurnal Komunikasi Global, 9(1), 80–96. https://doi.org/10.24815/jkg.v9i1.15990
Chasanah, Z. (2025). Logo HUT RI ke-80 dan Panduan Identitas Visual. Dinamika. https://www.dinamika.ac.id/forums/download-logo-hut-ri-80/
Fadli, M. R. (2021). Memahami desain metode penelitian kualitatif. Humanika, 21(1), 33–54. https://doi.org/10.21831/hum.v21i1.
Fahrezi, E. A., Sujarwo, & Safitri, D. (2025). Analisis Fenomenologi Pengguna Aktif Instagram Bagi Generasi Z Phenomenological Analysis of Active Instagram Users for Generation Z. Jurnal Intelek Insan Cendikia, 2(4), 7525–7532. https://jicnusantara.com/index.php/jiic
Fitriani, Y. (2021). Pemanfaatan Media Sosial Sebagai Media Penyajian Konten Edukasi Atau Pembelajaran Digital. Journal of Information System, Applied, Management, Accounting and Research, 5(4), 1006–1013. https://doi.org/10.52362/jisamar.v5i4.609
Hakim, H. I., Polin, I., & Rwansyah. (2024). Peran Media Sosial Instagram Sebagai Media Informasi Dalam Masyarakat 5.0. Jurnal Ilmiah Wahana Pendidikan, 10(23), 287–300. https://doi.org/10.5281/zenodo.14564263
Handayani, D. A. D., Budiartha, I. N. P., & Widiati, I. A. P. (2023). Eksistensi Literasi Digital Ujaran Kebencian (Hate Speech) dalam Perspektif Hak Asasi Manusia dan Undang-Undang Nomor 11 Tahun 2008 tentang Informasi dan Transaksi Elektronik. Jurnal Konstruksi Hukum, 4(2), 155–160. https://doi.org/10.22225/jkh.4.2.6793.155-160
Handayani, D. A. D., I Nyoman Putu Budiartha, & Ida Ayu Putu Widiati. (2023). Eksistensi Literasi Digital Ujaran Kebencian (Hate Speech) dalam Perspektif Hak Asasi Manusia dan Undang-Undang Nomor 11 Tahun 2008 tentang Informasi dan Transaksi Elektronik. Jurnal Konstruksi Hukum, 4(2), 155–160. https://doi.org/10.22225/jkh.4.2.6793.155-160
Muayad, A., Mayasari, & Siti, N. (2020). Analisis Framing Tirto.id dan Kumparan pada Pemberitaan Kasus Ujaran Kebencian Habib Bahar. Jurnal Lontar, 8(1), 84–93. https://doi.org/https://doi.org/10.30656/lontar.v8i1.2296
Naufal, H. A. (2021). Literasi Digital. Perspektif, 1(2), 195–202. https://doi.org/10.53947/perspekt.v1i2.32
Nole, O. A., & Lauterboom, M. (2024). Potensi Pendidikan Interreligius Meminimalkan Hate Speech di Media Sosial. Panangkaran: Jurnal Penelitian Agama dan Masyarakat, 8(1), 123–146. https://doi.org/https://doi.org/10.14421/panangkaran.v8i1.3786
Prasetyo, R. A., Sidarta, D. D., Borman, M. S., & Subekti. (2024). Karakteristik Tindak Ujaran Kebencian Melalui Media Sosial. INNOVATIVE: Journal Of Social Science Research, 4(4), 9013–9025. https://doi.org/10.31004/innovative.v4i4.14203
Pratiwi, N. I., & Husen, A. (2021). Analisis Penggunaan Aplikasi Tik Tok Pada Remaja Di Denpasar Saat Pandemi. The Source: Jurnal Ilmu Komunikasi, 3(1), 27–33. https://doi.org/https://doi.org/10.36441/thesource.v3i1.667
Rustandi, R., & Muchtar, K. (2020). Analisis Framing Kontra Narasi Terorisme dan Radikalisme di Media Sosial (Studi Kasus pada Akun @dutadamaijabar). Jurnal Komunikatif, 9(2), 134–153. https://doi.org/10.33508/jk.v9i2.2698
Sadat, A., Lawelai, H., & Suherman, A. (2022). Analisis Sentimen Media Sosial: Hate Speech Kepada Pemerintah di Twitter. PRAJA: Jurnal Ilmiah Pemerintahan, 10(1), 69–76. https://doi.org/https://doi.org/10.55678/prj.v10i1.584
Siahaan, C., Tampubolon, J. A., & Sinambela, N. B. (2021). Diseminasi Informasi Melalui Media Online Sebagai Transformasi Media Konvensional. Jurnal Signal, 10(2), 322–324. https://doi.org/10.33603/signal.v9i2.6288
Sugiyono. (2023). Metode Penelitian Kuantitatif Kualitatif dan R&D (Edisi Kedu). ALFABETA, cv.
Taib, Z., Septriawan, M. R., & Rozi, F. (2024). Media Sosial Berpengaruh pada Perubahan Perilaku Sosial Remaja Kota Medan di Era Digital. Jurnal Multidisiplin Sosial dan Humaniora, 1(2), 84–102. https://doi.org/10.70585/jmsh.v1i2.47
Thulhidjah, M., Hilmiah, M., & Nurdyansa. (2024). Perilaku Penyebaran Berita Hoax Dan Hate Speech Di Kalangan Mahasiswa Di Media Sosial Instagram. Core : Journal of Communication Science, 2(2), 8–22. https://journal.unpacti.ac.id/index.php/CORE/
Zawawi, J. W. M., & Kee, C. P. (2020). A Concept of Mediator and Moderator on News Frame Setting in Communication. International Journal of Academic Research in Business and Social Sciences, 10(15), 1–10. https://doi.org/10.6007/ijarbss/v10-i15/8221
