Framing Analysis of Gojek’s Diversity Campaign in Online Media tribunnews.com and detik.com
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Institusion
INSTITUT KOMUNIKASI DAN BISNIS LSPR
Author
Widyakirana, Maitri Apsari
Subject
HT Communities. Classes. Races
Datestamp
2023-12-29 07:45:42
Abstract :
Diversity has been long known in Indonesia. Bhinneka Tunggal Ika, or Unity in Diversity, conveys as the national motto to promote tolerance among the country's many different groups. However, majority of Indonesia society still perceive the LGBT community in a negative way. Homegrown ride-hailing app Gojek initiated an internal campaign with theme diversity called ?#GOingALLin?. Gojek became an online furor on 11 October 2018 after a statement from one of Gojek executives expressing the spirit of Coming Out Day to which many people had misinterpreted the campaign as the start of the encouragement of the LGBT community. This is a descriptive research with qualitative approach, with the aim of this study is to analyze how Tribunnews.com and Detik.com frame the news about the issue using framing analysis by Robert M. Entman (Problem Definition, Diagnose Causes, Moral Judgment, Treatment Recommendation). In this research it was found that although Tribunnews.com and Detik.com?s coverages are related clarifying Gojek?s diversity campaign issue, however the content is presented differently. Tribunnews.com rather seem to accuse Gojek of supporting LGBT whereas Detik.com presented all the facts given by Gojek and conducted further interview with the company for a clarification. Keywords: framing analysis, diversity, LGBT, media framing
Diversity has been long known in Indonesia. Bhinneka Tunggal Ika, or Unity in Diversity, conveys as the national motto to promote tolerance among the country's many different groups. However, majority of Indonesia society still perceive the LGBT community in a negative way. Homegrown ride-hailing app Gojek initiated an internal campaign with theme diversity called ?#GOingALLin?. Gojek became an online furor on 11 October 2018 after a statement from one of Gojek executives expressing the spirit of Coming Out Day to which many people had misinterpreted the campaign as the start of the encouragement of the LGBT community. This is a descriptive research with qualitative approach, with the aim of this study is to analyze how Tribunnews.com and Detik.com frame the news about the issue using framing analysis by Robert M. Entman (Problem Definition, Diagnose Causes, Moral Judgment, Treatment Recommendation). In this research it was found that although Tribunnews.com and Detik.com?s coverages are related clarifying Gojek?s diversity campaign issue, however the content is presented differently. Tribunnews.com rather seem to accuse Gojek of supporting LGBT whereas Detik.com presented all the facts given by Gojek and conducted further interview with the company for a clarification. Keywords: framing analysis, diversity, LGBT, media framing
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