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Abstract

Background: The news media can shape public agenda and perspective on a particular issue. Objective: To analyze how online media portrayed sweetened condensed milk (SKM) as a food product. Methods: We content analyzed all articles about SKM from 4 online media in Indonesia published in 2016-2017. All articles were reliably coded for frequency, media sources, type, tone, and frames. Results: From a total of 375 articles found, 24 were framed positively, 34 were framed negatively, while the rest were neutral. SKM was positively framed as it enhances flavor, affordable, high usage, and a source of energy and protein. While SKM was framed negatively because of high sugar and fat content, is not dairy products, and can cause diabetes, obesity, digestive problems, and tooth decay. Some negative frames of SKM were only used in 2017. Timeline for articles with negative frames appear to have a certain pattern and not based on a specific case. Conclusion: In framing SKM, online news media seems to ignore the principles of journalism such as impact (significance), urgency, and factual verification. Further research is needed to investigate the political economy of online media in telling stories about food products.

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Bahasa Abstract

Latar Belakang: Media massa dapat menentukan agenda publik dan mengarahkan cara pandang publik terhadap isu tertentu. Tujuan:Penelitian ini bertujuan menggambarkan bagaimana media daring membingkai susu kental manis (SKM) sebagai salah satu produk pangan. Metode: Penelitian ini menggunakan pendekatan analisis isi kuantitatif dalam ilmu komunikasi. Data untuk penelitian berupa semua artikel yang memuat frase”susu kental manis” yang terbit sepanjang 2016-2017 di situs media daring kompas.com (n=64), tempo.co (n=49), detik.com (n=142) dan vemale.com (n=120). Hasil: Dari total 375 artikel tentang SKM, ada 34 artikel dengansentimen negatif, 24positif, sedangkan sisanya netral. SKM dibingkai secara negatif karena tinggi kandungan gula dan lemak, tidak termasuk produk susu, serta dapat menyebabkan diabetes, obesitas, masalah pencernaan, dan kerusakan gigi.Sementara SKM dibingkai secara positif karena dapat meningkatkan cita rasa makanan/minuman, harganya terjangkau, termasuk kebutuhan pokok, serta merupakan sumber energi dan protein. Sebagian bingkai negatif terhadap SKM baru ditemukan pada 2017. Penerbitan artikel dengan bingkai negatif terlihat memiliki pola tertentu dan tidak dilandasi kasus spesifik. Kesimpulan: Media daring dalam membingkai SKM terlihat mengabaikan prinsip baku jurnalisme seperti dampak (significance), urgensi, dan verifikasi faktual. Penelitian dengan pendekatan politik ekonomi bisa menggali lebih dalam mekanisme maupun motif media daring dalam membuat artikel tentang produk pangan.

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