Construction of Online Loans on Social Media Framing: Analysis of Pindar Promotion Issues in Visual and Narrative on Instagram
DOI:
https://doi.org/10.59141/jrssem.v5i2.1023Keywords:
Peer to Peer Lending, Framing, Social Construction of Reality, SCOT, Instragram, Visual CommunicationAbstract
The development of financial technology has driven the growth of online lending (pindar) services in Indonesia, particularly among the younger generation who actively use social media platforms such as Instagram. This study aims to analyze how online lending issues are framed in promotional content by two legal service providers, AdaKami and Kredione, through visual and narrative messages on Instagram. Using a qualitative approach, this research applies framing analysis based on Gamson and Modigliani’s (1989) theory and integrates the Social Construction of Reality theory (Berger & Luckmann, 1966/1989) with the Social Construction of Technology (SCOT) framework by Trevor Pinch and Wiebe Bijker (1984). The findings reveal that the promotional framing of online lending on Instagram emphasizes ease of access, service speed, and a consumerist lifestyle as the main appeals. The study concludes that social media, particularly Instagram, plays a central role in shaping public perceptions of online loans. The normalization of digital debt practices through manipulative Instagram framing poses social risks, especially for vulnerable groups. Therefore, strategic interventions are recommended from regulators, educators, and service providers to promote more ethical digital communication and critical financial literacy.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Defira Novianti Crisandy, Hifni Alifahmi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International. that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
