PEMBINGKAIAN KONTEN MEDIA SOSIAL DALAM MEMBANGUN KESADARAN PUBLIK TERHADAP ISU PENCEMARAN LAUT DI INDONESIA

Abstrak

This study aims to analyze how social media content frames the issue of marine pollution in Indonesia and to critically examine how such framing contributes to or constrains the formation of substantive public awareness. Employing a qualitative approach grounded in Entman's framing model and dialogued with agenda-setting theory and the logic of connective action, this research systematically examines content produced by environmental campaign accounts across three platforms (Instagram, X/Twitter, and TikTok) through four analytical dimensions: problem definition, causal diagnosis, moral evaluation, and treatment recommendation. The findings reveal that marine pollution content is predominantly framed through an episodic, visually driven ecological-crisis lens that privileges individual behavioral responsibility and micro-scale solutions, while structural and industrial accountability frames remain systematically underrepresented across all three platforms, albeit with notable variation in framing intensity between them. This pattern effectively cultivates cognitive and affective awareness but demonstrates limited capacity to translate into sustained, structurally oriented collective action a phenomenon this study conceptualizes as a three-tier awareness gap (cognitive-affective-conative). The study contributes theoretically by extending framing theory into the participatory, platform-mediated context of social media, and offers practical and policy implications for designing environmental communication strategies capable of bridging symbolic awareness and structural accountability in Indonesia's marine governance.

Kata kunci

• Pembingkaian Konten Media
• Social Media
• connective action
• environmental communication
• framing theory
• marine pollution
• public awareness