Media Framing Analysis of the Success of PT Coca-Cola Indonesia's Recycle Me CSR Program

Siti Aisyah Putri, Dani Fadillah

Abstract


This research aims to analyze how the media framed the news about the success of PT Coca-Cola's ‘Recycle Me’ CSR program from its first to third year. The study employs a qualitative research method based on Robert N. Entman's framing analysis, which includes problem definition, identification of causes, moral judgments, and proposed solutions. Data collection techniques involved observing news coverage on the official website of Coca-Cola Indonesia and online mass media that highlighted the program's success. In its third year, Recycle Me program collaborated with the super app Grab, making the program more successful than in the previous year. This collaboration further developed the ‘Recycle Me’ program and attracted more audience attention. The results of the study show that the media framing of the ‘Recycle Me’ program plays a positive role and can be considered successful, as evidenced by the growing number of participants over the three years the program has been running

Keywords


CSR Recycle Me; Framing Robert N Entman; Online Media

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DOI: https://doi.org/10.12928/sylection.v4i1.18714

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