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All Journal Indonesian Journal of Innovation Science and Knowledge
Galang Maulana
Universitas Hasanuddin
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Memes, Public Narratives, and Policy Perception: Social Media Discourses on Indonesia’s Free Meal Program Galang Maulana; Moehammad Iqbal Sultan; Muhammad Akbar
Indonesian Journal of Innovation Science and Knowledge Vol. 3 No. 4 (2026): IJISK 2026
Publisher : Fakultas Pendidikan Ilmu Keguruan, Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/ijisk.v3i4.911

Abstract

The growth of participatory digital culture has transformed how citizens interpret and respond to public policies. Internet memes have become communicative tools for expressing criticism, negotiating meanings, and shaping collective interpretations of governance. However, their role in shaping perceptions of welfare policies, particularly in non-Western contexts, remains underexplored. This study examines how Instagram memes construct public narratives and policy perceptions surrounding Indonesia’s Free Nutritious Meal Program (MBG). Using a qualitative narrative-oriented approach, 32 memes were selected through purposive sampling based on their relevance to MBG discussions and visible engagement. The analysis examined external references, internal narratives, communicative tones, narrative targets, and recurring scenarios. Five dominant narratives emerged: fiscal burden and budget anxiety, institutional distrust, policy misprioritization, implementation failure, and political symbolism. Rather than emphasizing nutritional objectives, the memes predominantly frame MBG through concerns about governance, budget allocation, institutional competence, and accountability. The coexistence of fiscal anxiety and institutional distrust suggests that perceptions of MBG are closely associated with policy legitimacy and state capacity. These findings highlight meme circulation as an informal space where citizens negotiate trust, legitimacy, and acceptance of welfare policies. By examining memes as narrative mechanisms rather than merely humorous content, this study contributes to research on digital political communication, public narratives, and policy perception in networked societies.
Co-Authors Moehammad Iqbal Sultan Muh. Akbar