<![CDATA[This study aims to examine how digital discourse shapes public perceptions of the admission queue phenomenon at SD Muhammadiyah Sapen Yogyakarta. The research employs a qualitative design using a digital text analysis approach. Data were collected from user comments on an Instagram post by @gnfi discussing the school’s high demand. The comment corpus was analyzed using Voyant Tools to identify word frequency, keyword distribution, semantic relationships, and meaning structures through Cirrus, Trends, Bubblelines, Mandala, ScatterPlot (t-SNE), and TermsBerry visualizations. Findings reveal that public conversations extend beyond administrative admission procedures to reflect institutional reputation and prestige, competition for access to primary education, social pressure indicated by the FOMO phenomenon, and parents’ aspirations for their children’s future. Digital discourse emerges as a form of collective meaning construction shaped by user participation and horizontal communication. The results highlight the role of social media in shaping public perceptions of school quality. This study contributes to digital communication scholarship by demonstrating that educational reputation is socially constructed through online discourse and offers practical implications for educational institutions and policymakers in managing digital reputation and promoting equitable access to education.]]>
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