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Nugroho, Obed Adi
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Social Sciences

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Digital communication strategy of Instagram @chinese_server in deconstructing anti-Chinese sentiment Nugroho, Obed Adi; Hastjarjo, Sri; Kurniawan, Yosia Enggar
Jurnal ASPIKOM - Jurnal Ilmu Komunikasi Vol 10, No 1 (2025): Jurnal ASPIKOM
Publisher : Asosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24329/aspikom.v10i1.1605

Abstract

To date, negative sentiments toward the Chinese ethnic group in Indonesia still exist. Using a content analysis research design, this study attempts to analyze the effective communication strategies of the Instagram account @chinese_server in rectifying various negative sentiments toward the Chinese ethnic group. The results show that the account effectively deconstructs negative sentiments towards the Chinese ethnicity, including pro-PRC, exclusivity, non-nationalism, and atheism, through historical and social narratives packaged in short videos. The account can reach cross-ethnic audiences, encourage multicultural understanding, and facilitate a shift in attitude from ethnocentrism to ethnorelativism. However, resistance is still evident in the form of negative comments. This study is expected to contribute to the discourse on the role of social media in shaping public perception and multicultural education.
Co-Authors Hastjarjo, Sri Kurniawan, Yosia Enggar