Framing Analysis of Volunteer Stories on the Instagram Account @gembiraseharian

Abstract

This study stems from the phenomenon of social media utilization by social communities to build public awareness and youth participation through the personal narratives of volunteers. The purpose of this study is to analyze how the Instagram account @gembiraseharian frames the stories of volunteers in shaping perceptions about volunteering and the joy of sharing. The method used is qualitative with Robert N. Entman's framing analysis, which includes four dimensions: defining the problem, diagnosing the causes, providing moral judgments, and offering solutions. Primary data was obtained from three recent volunteer story posts, while secondary data came from literature related to digital communication, framing, and social media. The results show that @gembiraseharian consistently frames social problems as a lack of concern for simple happiness, with the causes linked to individualistic and materialistic mindsets. The moral values highlighted include empathy, gratitude, solidarity, and togetherness, while the solutions offered are calls to take small actions that have a big impact. These findings conclude that the volunteers' personal narratives not only serve as documentation of activities but also as an effective digital communication strategy in building community identity, strengthening the emotional engagement of the audience, and encouraging social participation among the younger generation.