The The phenomenon of begging in the comment columns of public figures’ Instagram account viewed by the lens of Media Ecology Theory

Rafiqah Yusna Siregar; Mazdalifah Mazdalifah; Sri Ulina Br Sembiring

doi:10.55942/pssj.v5i9.556

Authors

Rafiqah Yusna Siregar Universitas Negeri Medan https://orcid.org/0000-0003-1336-157X
Mazdalifah Mazdalifah Universitas Sumatera Utara https://orcid.org/0000-0001-8755-2761
Sri Ulina Br Sembiring Universitas Negeri Medan https://orcid.org/0009-0007-0990-8145

DOI:

https://doi.org/10.55942/pssj.v5i9.556

Keywords:

Media Ecology, Instagram, Public Figure, Digital Begging

Abstract

The phenomenon of digital begging in Instagram comments by public figures reflects changing patterns of social interaction influenced by digital media. This study aims to analyze the practice of openly asking for help on social media through the lens of McLuhan's media ecology theory. Using a descriptive qualitative approach, this study combines thematic and critical discourse analyses of netizen comments directed at seven Indonesian public figures with a luxurious lifestyle. The analysis shows that these comments form a discourse pattern that emphasizes the glorification of wealth, emotional dependence, representations of suffering, and the legitimacy of public pleas. Media, in this case, Instagram, functions as a symbolic environment that shapes perceptions, behaviors, and social values. This study offers novelty by revealing the dark side of social media as a mediating space for economic hope and parasocial interaction while also highlighting the changing power relations between public figures and digital society. These findings broaden our understanding of the impact of media ecology on shaping communication culture in the platform era.

Author Biographies

Rafiqah Yusna Siregar, Universitas Negeri Medan

Rafiqah Yusna Siregar is a lecturer of communication science in Medan State University.

Mazdalifah Mazdalifah, Universitas Sumatera Utara

Mazdalifah is a lecturer of communication science in North Sumatera University

Sri Ulina Br Sembiring, Universitas Negeri Medan

Sri Ulina Br Sembiring is a lecturer of Pendidikan Bahasa dan Sastra Indonesia in Medan State University.

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