Shifting Meme Content during Information Development on the COVID-19 Pandemic in Indonesia
5. CONCLUSIONS AND IMPLICATIONS
The shift in meme content related to COVID-19 shared by netizens on social media correlates with the development of COVID-19 in Indonesia, which is sup- ported by impressions of information through mass me- dia reports and online media. In Indonesia, people make funny memes joking about officials with the impression of disparaging them, without showing concern about the dangers of the coronavirus. People also make memes containing humor that link the coronavirus with things that seem Chinese. When the mass media intensively re-
ported on the lockdown policy after the coronavirus was confirmed in Indonesia, people were aggressively creating porn-content memes related to husband and wife sex dur- ing the lockdown process. Likewise, when the corruption case of the COVID-19 social assistance fund went viral in the mass media, the public also made critical memes as a form of their protest against the unfair distribution of ba- sic necessities and the behavior of officials involved in the corruption of the COVID-19 social assistance fund.
Information about the COVID-19 pandemic from mass media and online media is not only used as a source of knowledge and reference in responding to the health emergency situation during the pandemic, but also as a reference and inspiration in conducting social criticism through memes. This finding further strengthens the as- sumption of the agenda setting theory, which states that the mass media has the power to influence its audience so that they also consider the importance of an agenda that is set or considered important by the mass media.
One of the limitations of this research is the limited number of memes analyzed (only nine memes) and the limited number of WA groups studied (only two WA groups) so that they cannot represent all the thoughts and consciences of the Indonesian people at every stage of development in handling COVID-19 in the country. Nev- ertheless, the results of this research at least provide an overview of people’s thoughts and feelings (which are ex- pressed in the form of memes on social media) regarding the handling of the COVID-19 pandemic in Indonesia, because the nine memes selected are memes that are dom- inantly circulating on social media, and two WA groups represent national and regional scales. Critical memes about handling COVID-19 in Indonesia revealed in this research can be a lesson for the public, politicians, and government officials to be more precise in giving state- ments, acting, and making policies when responding to and dealing with pandemics such as COVID-19, which is endemic in Indonesia. Therefore, this research is expected to have implications for the formulation of appropriate policies and the availability of strong human resources in handling COVID-19 particularly, and other pandemics in Indonesia generally.
CONFLICTS OF INTEREST
No potential conflict of interest relevant to this article was reported.
REFERENCES
Abidin, C. (2020). Meme factory cultures and content pivoting in Singapore and Malaysia during COVID-19. Harvard Kennedy School Misinformation Review, 1(3). https://doi.
org/10.37016/mr-2020-031.
Ahdiany, G. N., Widianti, E., & Fitria, N. (2017). Tingkat kece- masan terhadap kematian pada ODHA [Death anxiety level in ODHA]. The Soedirman Journal of Nursing, 12(3), 199- 208. https://doi.org/10.20884/1.jks.2017.12.3.758.
Allifiansyah, S. (2016). Kaum muda, meme, dan demokrasi digital di Indonesia [Youth, memes and digital democracy in Indonesia]. Jurnal Ilmu Komunikasi, 13(2), 151-164.
https://doi.org/10.24002/jik.v13i2.676.
Allington, D., Duffy, B., Wessely, S., Dhavan, N., & Rubin, J.
(2020). Health-protective behaviour, social media usage and conspiracy belief during the COVID-19 public health emergency. Psychological Medicine, 51(10), 1763-1769.
https://doi.org/10.1017/S003329172000224X.
Atarodi, A., Dastani, M., Ghorbani, M., & Atarodi, A. (2021).
The role of mass media and social media in developing awareness of self-care behavior against the outbreak of Co- vid-19. Library Philosophy and Practice (e-journal), 4848.
https://digitalcommons.unl.edu/libphilprac/4848.
Baran, S. J., & Davis, D. K. (2010). Teori komunikasi massa:
Dasar, pergolakan, dan masa depan [Mass communication theory: Foundations, upheavals, and the future]. Salemba Humanika.
Barthes, R. (1968). Elements of semiology. Hill and Wang.
Bauckhage, C. (2021). Insights into internet memes. Proceed- ings of the International AAAI Conference on Web and Social Media, 5(1), 42-49. https://ojs.aaai.org/index.php/
ICWSM/article/view/14097.
Brodie, R. (2004). Virus of the mind: The new science of the meme. Integral Press.
Brosius, H.-B., & Weimann, G. (1996). Who sets the agenda:
Agenda-setting as a two-step flow. Communication Research, 23(5), 561-580. https://doi.org/10.1177/009365096023005002.
Cahya, M. B., & Triputra, P. (2017). Motives that influence par- ticipatory culture Internet meme (a case study of social me- dia path audience of postgraduate communication students university of Indonesia). Jurnal InterAct, 6(1), 30-40. http://
ojs.atmajaya.ac.id/index.php/fiabikom/article/view/1244.
Cancelas-Ouviña, L.-P. (2021). Humor in times of COVID-19 in Spain: Viewing coronavirus through memes dissemi- nated via WhatsApp. Frontiers in Psychology, 12, 611788.
https://doi.org/10.3389/fpsyg.2021.611788.
Cinelli, M., Quattrociocchi, W., Galeazzi, A., Valensise, C. M., Brugnoli, E., Schmidt, A. L., Zola, P., Zollo, F., & Scala, A.
(2020). The COVID-19 social media infodemic. Scientific Reports, 10, 16598. https://doi.org/10.1038/s41598-020- 73510-5.
Dawkins, R. (2016). The selfish gene. Oxford University Press.
Dynel, M. (2021). COVID-19 memes going viral: On the multiple multimodal voices behind face masks. Dis- course & Society, 32(2), 175-195. https://doi.org/10.1177/
0957926520970385.
Effendy, O. U. (2003). Ilmu, teori dan filsafat komunikasi [Sci- ence, theory and philosophy of communication]. Citra Ad- itya Bakti.
Gilbert, J. R. (2004). Performing marginality: Humor, gender, and cultural critique. Wayne State University Press.
Hussein, A. T., & Aljamili, L. N. (2020). COVID-19 humor in Jordanian social media: A socio-semiotic approach. Heli- yon, 6(12), E05696. https://doi.org/10.1016/j.heliyon.2020.
e05696.
Knobel, M., & Lankshear, C. (2007). A new literacies sampler.
Peter Lang.
Koestler, A. (1964). The act of creation. Hutchinson.
Lee, S. H. M., Brandt, A., Groff, Y., Lopez, A., & Neavin, T.
(2017). I’ll laugh, but I won’t share: The role of darkness on evaluation and sharing of humorous online taboo ads.
Journal of Research in Interactive Marketing, 11(1), 75-90.
https://doi.org/10.1108/JRIM-05-2016-0037.
Lidwina, A. (2020). Lockdown, isu corona paling banyak dibi- carakan di media sosial Indonesia [Lockdown, the most discussed corona issue on Indonesian Social media]. https://
databoks.katadata.co.id/datapublish/2020/04/07/lockdown- isu-corona-paling-banyak-dibicarakan-di-media-sosial- indonesia.
Lokadata. (2017). Persepsi masyarakat Indonesia tentang korupsi pejabat public [Indonesian public perception of corruption in public officials]. https://lokadata.beritagar.
id/chart/preview/persepsi-masyarakat-indonesia-tentang- korupsi-pejabat-publik-1488957360.
Lubis, M. (2020). Covid-19 dan dampaknya pada tren konsum- si media [COVID-19 and its impact on media consumption trends]. https://www.nielsen.com/id/id/press-releases/2020/
covid-19-dan-dampaknya-pada-tren-konsumsi-media.
McQuail, D. (2003). Teori komunikasi massa: Suatu pengantar [Mass communication theory: An introduction]. Erlangga.
Msughter, A. E. (2020). Internet meme as a campaign tool to the fight against Covid-19 in Nigeria. Global Journal of Hu- man-Social Science: Arts & Humanities - Psychology, 20(6), 27-39. https://globaljournals.org/GJHSS_Volume20/4- Internet-Meme-as-a-Campaign.pdf.
Mulyana, D. (2018). Ilmu komunikasi: Suatu pengantar [Com- munication science: An introduction]. PT Remaja Rosda-
karya.
Nasrullah, R. (2014). Teori dan riset media siber (cybermedia) [Theory and research on cybermedia]. Kencana.
Nasrullah, R., & Rustandi, D. (2016). Meme dan Islam: Simu- lakra bahasa agama di media sosial [Memes and Islam: The simulacra of religious language on social media]. Ilmu Da- kwah: Academic Journal for Homiletic Studies, 10(1), 113- 128. https://journal.uinsgd.ac.id/index.php/idajhs/article/
view/1072.
Norstrom, R., & Sarna, P. (2021). Memes de Internet en tiem- pos de confinamiento por Covid-19 en Polonia [Internet memes in Covid-19 lockdown times in Poland]. Comuni- car, 29(67), 75-85. https://doi.org/10.3916/C67-2021-06.
Novita, E. (2018). Faktor-faktor yang mempengaruhi kebiasaan menonton film porno pada remaja [Factors affecting the habit of watching porn in teens]. Anthropos: Journal of Social and Cultural Anthropology, 4(1), 31-44. https://doi.
org/10.24114/antro.v4i1.9885.
Nowak, J. (2016). Internet meme as meaningful discourse: To- wards a theory of multiparticipant popular online content.
Central European Journal of Communication, 9(1), 73-89.
https://doi.org/10.19195/1899-5101.9.1(16).5.
Nugraha, A. (2015). Fenomena meme di media sosial: Studi et- nografi virtual posting meme pada pengguna media sosial Instagram [Meme phenomenon on social media: Virtual ethnographic study of posting memes to Instagram social media users]. Jurnal Sosioteknologi, 14(3), 237-245. https://
doi.org/10.5614/sostek.itbj.2015.14.3.3.
Nuryana, A. (2021). Netizens’ criticism of the government’s pol- icy of “Meme Lockdown” during the Covid-19 pandemic;
in Indonesia. Journal of Humanities and Education Devel- opment, 3(2), 32-40. https://doi.org/10.22161/jhed.3.2.5.
Preucel, R. W. (2010). Archaeological semiotics. Wiley-Black- well.
Pusanti, R. R., & Haryanto. (2015). Representasi kritik dalam meme politik (studi semiotika meme politik dalam masa pemilu 2014 pada jejaring sosial “path” sebagai media kritik di era siber) [Representation of criticism in political memes (study of semiotics of political memes in the 2014 election period on the social network “path” as a media for criticism in the cyber era)]. Jurnal Komunikasi Massa, 1. https://
www.jurnalkommas.com/index.php?target=isi&jurnal=RE PRESENTASI+KRITIK+DALAM+MEME+POLITIK.
Rahayu, R. N., & Sensusiyati. (2020). Analisis berita hoax CO- VID - 19 di media sosial di Indonesia [Analysis of COV- ID-19 hoax news on social media in Indonesia]. Intelektiva:
Jurnal Ekonomi, Sosial & Humaniora, 1(09), 60-73. https://
jurnalintelektiva.com/index.php/jurnal/article/view/122.
Raj, A. N., & Jayaprakash, D. (2021). Social media memes as
a humour vehicle during Covid-19. Turkish Journal of Computer and Mathematics Education, 12(11), 2108-2117.
https://www.turcomat.org/index.php/turkbilmat/article/
view/6192/5138.
Rifai, A. (2020). 5 Berita terpopuler, hambatan terbesar Indone- sia atasi pandemi Covid-19 dan presiden Marvel Studios se- mangati jagat sinema tanah air [Top 5 news, Indonesia’s big- gest barriers to overcoming the COVID-19 pandemic and Marvel Studios president encouraging Indonesian cinema].
https://lifestyle.bisnis.com/read/20200811/106/1277893/5- berita-terpopuler-hambatan-terbesar-indonesia-atasi-pan- demi-covid-19-dan-presiden-marvel-studios-semangati- jagat-sinema-tanah-air.
Rothan, H. A., & Byrareddy, S. N. (2020). The epidemiology and pathogenesis of coronavirus disease (COVID-19) out- break. Journal of Autoimmunity, 109, 102433. https://doi.
org/10.1016/j.jaut.2020.102433.
Ruch, W. (2008). Psychology of humor. In V. Raskin (Ed.), The primer of humor research (pp. 17-100). De Gruyter Mou- Saputri, M. (2020).ton. Survei SMRC: 49% warga nilai bansos CO- VID-19 tak tepat sasaran [SMRC Survey: 49% Citizens said COVID-19 social assistance is not right on target]. https://
tirto.id/survei-smrc-49-warga-nilai-bansos-covid-19-tak- tepat-sasaran-fr3n.
Sebba-Elran, T. (2021). A pandemic of jokes? The Israeli CO- VID-19 meme and the construction of a collective response to risk. Humor, 34(2), 229-257. https://doi.org/10.1515/
humor-2021-0012.
Shifman, L. (2013). Memes in a digital world: Reconciling with a conceptual troublemaker. Journal of Computer-Mediated Communication, 18(3), 362-377. https://doi.org/10.1111/
jcc4.12013.
Sobur, A. (2013). Semiotika komunikasi [Communication se- miotics]. Remaja Rosda Karya.
Sulistyaningtyas, T., Jaelani, J., & Suryani, Y. (2020). Power of knowledge and community social class above Covid-19 pandemic information on social media. Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia, 5(1), 52-62. https://
doi.org/10.25008/jkiski.v5i1.372.
Widiastuti, A., Ismail, M. R., & Iswanto, A. Z. (2020). Analisis semiotika meme 'profesi yang tidak dapat work from home' selama pandemi COVID-19 [Semiotic analysis of the ‘Pro- fession that can’t work from home’ meme during the CO- VID-19 pandemic]. Semiotika: Jurnal Komunikasi, 14(1), 1-7. https://journal.ubm.ac.id/index.php/semiotika/article/
view/2193/1774.
Worldometer. (2020). COVID-19 coronavirus pandemic.
https://www.worldometers.info/coronavirus/?fbclid=
IwAR0RYMPhu-J9i5t74sla8KOrJFIhGMs--0YIuvQzoxLe- Frvwwr5FLpn42Qw#countries.
Zhang, L., Xu, L., & Zhang, W. (2017). Social media as ampli- fication station: Factors that influence the speed of online public response to health emergencies. Asian Journal of Communication, 27(3), 322-338. https://doi.org/10.1080/01 292986.2017.1290124.
Received: July 11, 2021 Revised: December 21, 2021 Accepted: February 10, 2022 Published: March 30, 2022
*Corresponding Author: Taneth Ruangrajitpakorn https://orcid.org/0000-0002-5487-7268 E-mail: [email protected]
All JISTaP content is Open Access, meaning it is accessible online to everyone, without fee and authors’ permission. All JISTaP content is published and distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/). Under this license, authors reserve the copyright for their content; however, they permit anyone to unrestrictedly use, distribute, and reproduce the content in any medium as far as the original authors and source are cited. For any reuse, redistribution, or reproduction of a work, users must clarify the license terms under which the work was produced.
https://doi.org/10.1633/JISTaP.2022.10.1.4 eISSN : 2287-4577 pISSN : 2287-9099
ABSTRACT
Community enterprise plays an important role for developing local business. Products from local communities apply local specialties such as high-quality materials and inherited wisdom. This work aims to support merchandises from local community enterprises by bringing out their specialties related to local wisdom and intangible cultural aspects. An ontology is applied to demonstrate the innate information regarding the implicit values of the products and is used as a core for a semantic search system. Details of the products are gathered from their respective community using an interview method and are extracted to align with the developed ontological schema. The semantic search system thus is implemented with a recommendation process for online accessibility for providing the organised information. From evaluation, the developed ontology and its instances are rated highly for their consistency, conciseness, and completeness. In usage, accuracy of the query and recommendation results are evaluated at 97.38% searching accuracy and 85.03% for recommending interesting products.
Keywords: community enterprise, intangible culture, local product, ontology, knowledge graph