Framing Analysis of the Zero Waste Campaign on the TikTok Account @pandawaragroup
Analisis Framing Kampanye Zero Waste Pada Akun TikTok @pandawaragroup
DOI:
https://doi.org/10.21070/ups.9761Keywords:
Framing Analysis, Zero Waste Campaign, TikTok, PandawaragroupAbstract
The zero waste campaign phenomenon on TikTok has become a focus of global efforts to reduce the environmental impact of waste. Pandawaragroup's distinctive content revolves around environmental cleanliness. This study aims to examine the framing applied by the TikTok account @pandawaragroup in conveying the zero waste campaign message. The theory used in this study is the framing theory of Gamson and Modigliani. The methodology used is qualitative with a descriptive approach. Data were collected through direct observation of the videos and mapping emerging themes related to the zero waste campaign. The results of this study indicate that the framing of the zero waste campaign on social media can influence audience understanding and behavior in dealing with environmental issues, especially among Gen Z TikTok users. This study contributes novelty by identifying specific framing devices in short video social media content, while highlighting TikTok’s potential as an interactive medium for environmental communication
Downloads
References
J. Anggraini and H. Aryono, “Perancangan Kampanye Sosial Bahayanya Sampah Plastik Untuk Bumi,” J. Barik, vol. 1, no. 2, pp. 6470, 2020.
N. Firani, “Kaum Muda Pelaku Gaya Hidup Zero Waste sebagai Generasi Global,” J. Stud. Pemuda, vol. 11, no. 2, p. 90, 2023, doi: 10.22146/studipemudaugm.84007.
S. A. Widiatmoko, A. T. Zahra, and K. N. Permana, “Penerapan Konsep Zero Waste Dalam Perspektif Hukum Lingkungan: Tantangan
dan Prospek Masa Depan di Indonesia,” vol. 1, no. 3, pp. 307–320, 2024, [Online]. Available: https://doi.org/10.62383/humif.v1i3.390
K. Rustan, A. Agustang, and I. I. Idrus, “Penerapan Gaya Hidup Zero Waste Sebagai Upaya Penyelamatan Lingkungan Di Indonesia,”
SIBATIK J. J. Ilm. Bid. Sos. Ekon. Budaya, Teknol. dan Pendidik., vol. 2, no. 6, pp. 1763–1768, 2023, doi: 10.54443/sibatik.v2i6.887.
B. Iriana, “Peran Media Sosial dalam Meningkatkan Kepedulian terhadap Isu Lingkungan,” vol. 4, pp. 3198–3205, 2024.
D. Reportal, “DataReportal, Digital 2025: Indonesia. We Are Social, Jan. 2025.” [Online]. Available: https://datareportal.com/reports/digital-2025-indonesia
W. A. Social, “Digital 2024: 5 billion social media users.” [Online]. Available: https://wearesocial.com/id/blog/2024/01/digital-2024-5billion-social-media-users/
W. N. Aji, “Aplikasi Tik Tok Sebagai Media Pembelajaran Bahasa dan Sastra Indonesia,” Univ. Widya Dharma Klaten, vol. 431, p. 136, 2018.
T. G. Statistics, “The Global Statistics, ‘Indonesia Social Media Statistics 2025,’” 2025.
D. S. Puspitarini and R. Nuraeni, “Pemanfaatan Media Sosial Sebagai Media Promosi,” J. Common, vol. 3, no. 1, pp. 71–80, 2019, doi: 10.34010/common.v3i1.1950.
F. Fajar, D. Liesnoor Setyowati, T. Arsal, and A. Rosilawati, “River Environment Preservation Movement for the Sustainability of
Ecotourism Programs,” Int. Conf. Sci. Educ. Technol. , pp. 241–249, 2023, [Online]. Available: https://proceeding.unnes.ac.id/index.php/iset
A. Shabrina, K. Nuraini, and A. Naufal, “Strategi Kampanye Kebersihan Lingkungan Oleh Pandawara Group Melalui Media Tiktok,”
Pros. Semin. Nas. Ilmu Ilmu Sos., vol. 2, pp. 1544–1556, 2023, [Online]. Available: https://proceeding.unesa.ac.id/index.php/sniis/article/view/930
U. K. Indonesia, “BAB I,” no. September 2016, pp. 1–41, 2023.
K. N. Putra and A. Raymond, “Pengaruh Akun Tiktok Pandawara Group Terhadap Kampanye Pengurangan Sampah Plastik Pada
Generasi Z,” J. Penelit. Ilmu-Ilmu Sos., vol. 1, no. 8, pp. 101–106, 2024, [Online]. Available: https://doi.org/10.5281/zenodo.10898061
D. Febriyanti and A. Z. Salsabila, “Strategi Kampanye Pandawara Group Melakukan Sanitasi Lingkungan Melalui Media Sosial Tiktok
Pada Akun @Pandawaragroup,” Kult. J. Ilmu Huk. Dan Sos., vol. 2, no. 1, pp. 301–311, 2024, [Online]. Available: https://jurnal.kolibi.org/index.php/kultura/article/view/921/857
Alifia Sherli Septyani and Hanny Hafiar, “Analisis Media Monitoring Terhadap Brand Hamlin Pada Bulan Maret 2024 Menurut Teori
Evring Goffman,” WISSEN J. Ilmu Sos. dan Hum., vol. 2, no. 2, pp. 28–40, 2024, doi: 10.62383/wissen.v2i2.88.
F. A. Wahyuni, Q. Az’zahra, and S. C. Larasati, “Pesan Kesadaran Lingkungan di Akun TikTok Pandawara,” Pros. Semin. Nas., pp. 1280–1290, 2023.
E. Supriatno, “Pendidikan Politik di Era Digital: Analisis Peran Media Sosial dalam Meningkatkan Kesadaran Pemilih pada Pilgub
Banten 2024,” Mendidik J. Kaji. Pendidik. dan Pengajaran, vol. 10, no. 2, pp. 195–201, 2024.
M. F. Nawar, “Analisis Kualitatif terhadap Fenomena ‘Peringatan Darurat Garuda Biru’: Memahami Peran Framing dan Resonansi
Emosional dalam Membentuk Opini Publik,” J. Komun., vol. 13, no. 2, pp. 235–250, 2025, doi: 10.33508/jk.v13i2.6144.
W. Gamson and A. Modigliani, “Media Discourse and Public Opinion on Nuclear Power,” American Journal of Sociology, vol. 95,
no. 1. pp. 1–37, 1989. [Online]. Available: https://ssc.wisc.edu/~oliver/SOC924/Articles/GamsonMediaAJS.pdf
R. R. Jansen, Analisis Framing Video Pemberitaan #BLOKIRKOMINFO Pada Kanal Aplikasi Atau Web Youtube. 2023.
Amalia Yunia Rahmawati, “Analisis Framing Pesan Lingkungan dalam Film Dokumenter ‘The Story of Brithplace,’” vol. 02, no. July, pp. 39–53, 2020.
Y. Rifa’i, “Analisis Metodologi Penelitian Kulitatif dalam Pengumpulan Data di Penelitian Ilmiah pada Penyusunan Mini Riset,” Cendekia Inov. Dan Berbudaya, vol. 1, no. 1, pp. 31–37, 2023, doi: 10.59996/cendib.v1i1.155.
Efendi, F. Hasmawati, and S. Apriko, “Analisis Pengunaan Media TikTok Untuk Meningkatkan Kepedulian Lingkungan Siswa
SMAN 1 Air Salek ( Studi Kasus Pada Akun Tik Tok @ Pandawaragroup ),” vol. 1, no. 4, pp. 1–13, 2025.
F. Muthaqin, H. M. Syam, and P. Wahyuni, “Ideologi Media dan Framing Pada Pemberitaan Perusakan Rumah Ibadah di Kompas dan Republika,” J. Peurawi Media Kaji. Komun. Islam, vol. 4, no. 2, p. 63, 2021, doi: 10.22373/jp.v4i2.10821.
L. Khimatul, “ANALISIS FRAMING PESAN MORAL PADA FILM LIKE AND SHARE KARYA GINA S. NOER,” Sustain., vol. 11, no. 1, pp. 1–14, 2025, [Online]. Available: https://pubmed.ncbi.nlm.nih.gov/28459981/%0Ahttps://doi.org/10.1016/j.resenv.2025.100208%0Ahttp://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps:
N. Jampur, G. Adam, K. Redi, E. , Yustina Arlin Erem, and Dirwan, “Pentingnya edukasi masyarakat dalam penanggulangan sampah untuk peningkatan ekonomi,” J. Kaji. Ilm. Interdisiplinier, vol. 9, no. 6, pp. 474–479, 2025.
Downloads
Additional Files
Posted
License
Copyright (c) 2026 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
