Framing Robert N. Entman pada Isu Kebijakan Publik Global dan Lokal: Studi Komparatif pada Konten Mata Rakyat YouTube Astronacci

Abstract

YouTube has emerged as a contemporary discursive space where non-journalistic actors participate in interpreting public policy. Content creators with financial expertise, such as Astronacci through its Mata Rakyat segment, present policy framing distinct from mainstream media narratives. This research aims to analyze and compare the framing construction of public policy issues with global and local dimensions in two Mata Rakyat YouTube Astronacci videos from the 2025 period. The approach used is qualitative descriptive-comparative with Robert N. Entman's (1993) framing model, encompassing four main elements: defining problems, diagnosing causes, making moral judgements, and treatment recommendations. Data were collected through verbal narrative transcription and thumbnail documentation, then analyzed in layers and juxtaposed element by element. The findings reveal contrasting framing patterns between the two videos. On global issues, the creator constructs an educated nihilism narrative with concrete causal actors but no structural solutions, directing audiences toward individual financial adaptation. Conversely, on local issues, the creator builds conditioned optimism with vague causal actors yet highly specific solution actors, accompanied by moral shaming toward skepticism. These findings indicate that geographical dimension of issues influences framing strategies employed by creators.