Diskursus Publik di Media Sosial TikTok terhadap Kebijakan Larangan Impor Pakaian Bekas di Indonesia

Abstract

This study examines the public discourse surrounding Indonesia’s policy on banning the import of second-hand clothing (thrift) as it develops on TikTok. The research adopts a qualitative approach using content and framing analysis of 30 selected TikTok videos uploaded between August and September 2025. The analysis applies Robert N. Entman’s framing model, which includes problem definition, causal interpretation, moral evaluation, and treatment recommendation. The findings reveal three dominant frames: the small-people economic frame, the policy injustice frame, and the economic nationalism frame. The first two frames are more prominent, portraying the import ban as harmful to thrift traders and low-income consumers’ access to affordable clothing. Influencers play a significant role in amplifying these narratives through viral content.These results indicate that TikTok functions as an active digital public sphere that shapes public opinion and influences how government policies are perceived.