Digital Influencer Framing and Collective Meaning in the 17+8 People’s Demands Social Movement on Instagram
Keywords:
Digital framing; Digital influencer; Collective meaning; Instagram; Social movementAbstract
The development of digital technology has transformed social media from an interpersonal communication tool into a strategic instrument for digital activism, as reflected in the 17+8 People’s Demands movement that emerged on Instagram in August–September 2025. This study analyzes how digital influencers construct collective meaning around the movement through digital framing. Using a qualitative case study and Robert M. Entman’s framing model (define problems, diagnose causes, make moral judgement, and treatment recommendation), data were collected through observation and documentation of Instagram posts by Jerome Polin, Jovial da Lopez, Andovi da Lopez, and Abigail Limuria, then analyzed through data condensation, data display, and conclusion drawing. The results show that all four framing elements appear consistently across the influencers’ visual content, captions, and audio-visual narratives, which emphasize policy injustice and encourage reform demands. Engagement data reinforce these findings, with the strongest public response to content combining problem definition and treatment recommendation. The study concludes that digital influencers act as strategic communicators and opinion leaders who convert complex public-policy issues into accessible visual narratives, thereby building collective solidarity and contributing to policy responses from the House of Representatives (DPR RI).
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