Analisis Framing dalam Media Digital

Studi pada Konten YouTube Najwa Shihab ( Analisa Susahnya Menjadi Perempuan part 1 dan 2)

Abstract

This study aims to analyze media framing in Najwa Shihab’s YouTube content entitled *Susahnya Menjadi Perempuan* (The Difficulty of Being a Woman), Parts 1 and 2. Gender inequality in Indonesian society continues to be shaped by patriarchal culture and social construction, influencing women’s experiences in various aspects of life. This research employs a qualitative descriptive approach using Robert N. Entman’s framing model, which consists of four analytical elements: define problems, diagnose causes, make moral judgement, and treatment recommendation. Primary data were obtained from the two YouTube videos, while secondary data were collected from relevant books, journal articles, and previous studies on gender, feminism, media framing, and digital communication. The findings reveal that the content frames women as experiencing structural and systemic inequalities, including unrealistic beauty standards, social stigma, unequal domestic responsibilities, workplace discrimination, and gender-based violence. These issues are portrayed as consequences of patriarchal values, entrenched social norms, and unequal institutional systems. Furthermore, the content criticizes discriminatory practices, particularly victim blaming and double standards against women. It recommends increasing public awareness, especially among men, while encouraging broader structural reforms to promote gender equality. By featuring male speakers, the content presents an inclusive framing that fosters critical reflection, shared responsibility, and collective commitment to achieving a more equitable society.