Persepsi Pengguna Media Sosial Instagram dan X Mengenai Fenomena Hedonisme Keluarga Pejabat pada Cover Majalah Tempo 'Bisnis Anak-anak Jokowi'

Abstract

This study aims to explore the perceptions and attitudes of Instagram and X (formerly Twitter) users regarding the phenomenon of the hedonistic lifestyle of public officials' families, sparked by the cover of Tempo Magazine titled “Bisnis Anak-anak Jokowi” (“The Business of Jokowi's Children”). Using a qualitative approach and Braun and Clarke’s Thematic Analysis method, this research investigates how visual stimuli disseminated through social media trigger public interpretation and response. The study is grounded in Top-Down and Bottom-Up perception theories as the analytical framework. Data were collected through interviews with selected informants and supported by relevant literature. The findings reveal two main themes: (1) the factors shaping perception, including internal factors such as experience and memory that lead to assumptions, and external factors such as stimulus intensity and strength, visual uniqueness, and the influence of social media; and (2) the responses of Instagram and X users, which are categorized into positive and negative acceptance and judgment, as well as forms of participation that are active, passive, or neutral. Most informants expressed negative perceptions and attitudes, viewing the luxurious lifestyle of public officials' families as a symbol of social injustice. However, there were also more moderate views, provided that wealth is obtained legally and not displayed excessively. These findings highlight how social media shapes user perspectives and fosters critical attitudes toward political elites.