Digital Framing and Reputation Crisis: A TikTok Framing Analysis of the Yai Mim–Sahara Case in the Context of Communication

Abstract

Social media has become a primary arena for shaping public opinion and individual reputations, particularly within algorithm-driven platforms such as TikTok. One prominent phenomenon emerging from this environment is digital victimization, in which individuals become targets of negative framing through emotionally charged social media narratives. While previous studies have largely examined media effects on public perception or focused on Western contexts, this study offers a novel contribution by analyzing the framing of a viral personal conflict on TikTok within the Indonesian context, interpreted through global communication frameworks.This study employs a qualitative, interpretative framing analysis to examine how TikTok content shapes public perception of the Yai Mim–Sahara case. The research analyzes nine videos produced by three influential TikTok accounts—@lambe_turah, @intensinvestigasi, and @detik.com. These were analyzed using a qualitative framing analysis approach, supported by agenda-setting and image repair perspectives. The findings reveal that infotainment-oriented accounts such as @lambe_turah and @intensinvestigasi predominantly employ frames based on emotional dramatization and moral judgment, contributing to public polarization, online shaming, and the reproduction of digital stigma. In contrast, the professional media account @detik.com applies a more informative and corrective framing strategy, emphasizing contextualization, clarification, and verification. Furthermore, TikTok’s algorithmic logic amplifies emotionally charged content, thereby intensifying the risk of digital victimization. Theoretically, this study advances the understanding of how framing, agenda setting, and image repair intersect within algorithmic social media environments. Practically, it highlights the importance of digital literacy, ethical communication, and reputation management strategies in mitigating the harmful effects of viral framing. This research contributes to a deeper understanding of social media framing dynamics and their implications for reputation formation and public communication culture in the digital era.