Analisis Framing Terkait Isu Overclaim Pada Press Release Brand Skincare Elsheskin di Instagram. (Framing Analysis Related to the Overclaim Issue in Elsheskin Skincare Brand Press Release on Instagram).

Delia, Losinta Febrinata (2025) Analisis Framing Terkait Isu Overclaim Pada Press Release Brand Skincare Elsheskin di Instagram. (Framing Analysis Related to the Overclaim Issue in Elsheskin Skincare Brand Press Release on Instagram). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research is a type of framing research that aims to find out how the skincare brand Elsheskin uses framing in press release uploads related to the overclaim issue on Instagram. This research was analyzed using Robert Entman's framing analysis which sees framing through two dimensions, wich is issue selection and aspect highlighting and four framing elements, namely define problems, diagnose causes, make moral judgments, and treatment recommendations. The research method used is a qualitative approach with observation and documentation data collection techniques. The results of the study show that the skincare brand Elsheskin frames the overclaim issue that drags the brand as a suboptimal production process, with causes directed at the need for quality improvement and internal evaluation. In addition, Elsheskin also highlights solutions and commitments to consumer trust, while avoiding the narrative of admitting mistakes. This strategy shows the practice of agenda setting carried out by brands in framing issues to regulate public focus on values they consider important. These findings prove that agenda setting in framing is not only applied by the media, but can also be used by brands in managing public perception through digital platforms when facing a crisis. This shows how the power of language in framing can shape perceptions, maintain legitimacy, and restore the brand's position amidst shocks to consumer trust.

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