Digital communication strategy of Instagram @chinese_server in deconstructing anti-Chinese sentiment
Year: 2025
Type: article
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.
Source: Jurnal ASPIKOM
Institutions: Sebelas Maret University, Institut Teknologi Sepuluh Nopember
Language: English
Topic: Social Media and Politics
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $131
OpenAlex ID: W4414465099
FWCI:
Cites:
Cited by:
Related to: