MEDIA DARLING AND NEWS FRAMING:: A Study of the #FenomenaJokowi on Merdeka.com

Abstract

The emergence of public leaders who garner extraordinary journalistic attention has solidified the phenomenon of the "media darling", a condition characterized by hyper-abundant coverage and a predominantly positive tonality. This study explores this dynamic through a critical lens, focusing on the "#FenomenaJokowi" (Jokowi Phenomenon) tag on Merdeka.com. The research aims to dissect the news framing of a public leader, investigate the underlying editorial policies, and identify which hierarchical level within the Theory of Influences on Mass Media Content exerts the most significant pressure on the construction of such narratives. Adopting a qualitative inquiry, this study utilizes Pan and Kosicki’s framing model to map the structural dimensions of the discourse. The analysis reveals that syntactic and thematic structures are the primary instruments used to frame Joko Widodo’s persona during his tenure as the Governor of Jakarta. These structures strategically highlight specific attributes that reinforce his image as a populist leader. Furthermore, the findings indicate that Merdeka.com implicitly adopted a "media darling" policy, driven by a symbiotic relationship where the brand gained significant digital traction and "virality" from the leader’s popularity, while the leader received consistent symbolic capital. Crucially, when evaluated through the lens of hierarchical influences, the media routines level (encompassing news sources, organizational structures, and audience demands) emerges as the most dominant factor in the framing process. The institutional necessity to satisfy reader interest and maintain news flow often outweighs individual journalistic autonomy or broader ideological stances. This research concludes that the "media darling" status is not merely a product of charismatic leadership, but a calculated output of media routines that prioritize engagement. These findings provide a vital framework for understanding how digital news platforms navigate the intersection of political branding and institutional sustainability in the contemporary media landscape.