A Voyant Tools-Based Media Framing Analysis of the Hashtag #kaburajadulu in Indonesian Online Media: The Case of Kompas.com and Detik.com>

This study adds to our understanding of media discourse in the digital era. The rise of the #kaburajadulu hashtag on social media in early 2025, has drawn the attention of Indonesia’s mainstream media. This essay focuses on how two leading online news media, Kompas.com and Detik.com, present the topic using discourse analysis methods supported by text mining techniques using Voyant tools. Semantic visualization, textual statistics, and keyword distribution analysis of 95 articles (45 from Kompas.com, 50 from Detik.com) totaling 39,419 words are used in this study. It is done to illustrate clear differences in narrative patterns, revealing differences in the ideological and editorial orientations of the two media platforms. This method resulted in the conclusion that Kompas.com uses a reflective framing method, which emphasizes the broader structural, institutional, and macropolitical dimensions of the phenomenon. Meanwhile, Detik.com describes it as an autonomous, rational, and pragmatic decision motivated by economic incentives and the desire for social mobility. These findings suggest that the media frame digital phenomena in a way that is neither neutral or impartial but is influenced by underlying narrative goals and representational interests. This study adds to our understanding of media discourse in the digital era. The implications of these framing strategies highlight the critical role media plays in shaping public perception and understanding of socio-political issues in Indonesia. The contrasting approaches of Kompas.com and Detik.com underscore the significant impact of media framing on public discourse, particularly in the context of Indonesia’s evolving political landscape.