Narratives in Transition : Badan Komunikasi Pemerintah (Bakom.RI) Approach to Public Policy Communication for the Free Nutritious Meals Initiative on Instagram (2025)
Aurellia Wardana, Dr. Indri Dwi Apriliyanti
2026 | Skripsi | ILMU ADMINISTRASI NEGARA (MANAJEMEN DAN KEBIJAKAN PUBLIK)
This study aims to analyze Bakom’ s Instagram communication of the Free Nutritious
Meals (Makan Bergizi Gratis/MBG) program by using the Narrative Policy
Framework (NPF) at the meso level. The study is grounded institutional narratives
that are constructed not only to communicate policy implementation but also to revere
and sustain policy legitimacy in the digital public sphere. Through a qualitative
content analysis, this research examines 45 Instagram posts published by Bakom
throughout 2025. The findings reveal a consistent narrative pattern in which
government actors are positioned as the principal problem-solvers, beneficiaries are
highlighted as groups in need of protection and support, and implementation setbacks
are framed as operational issues addressed through routine administrative responses,
thereby sustaining the image of MBG as a program under control. These narrative
strategies portray MBG as both morally right and administratively feasible while at
the same time containing criticism through attention to procedural correction, state
responsiveness, and collective welfare. These findings reveal that narrative
management operates as a governance tool: legitimacy derives from the
accomplishment of policy deliverables in addition to repeated institutional framing,
although they remain fragile when promises of narratives are not supported by
transparent indicators and visible enforcement.
This study aims to analyze Bakom’ s Instagram communication of the Free Nutritious
Meals (Makan Bergizi Gratis/MBG) program by using the Narrative Policy
Framework (NPF) at the meso level. The study is grounded institutional narratives
that are constructed not only to communicate policy implementation but also to revere
and sustain policy legitimacy in the digital public sphere. Through a qualitative
content analysis, this research examines 45 Instagram posts published by Bakom
throughout 2025. The findings reveal a consistent narrative pattern in which
government actors are positioned as the principal problem-solvers, beneficiaries are
highlighted as groups in need of protection and support, and implementation setbacks
are framed as operational issues addressed through routine administrative responses,
thereby sustaining the image of MBG as a program under control. These narrative
strategies portray MBG as both morally right and administratively feasible while at
the same time containing criticism through attention to procedural correction, state
responsiveness, and collective welfare. These findings reveal that narrative
management operates as a governance tool: legitimacy derives from the
accomplishment of policy deliverables in addition to repeated institutional framing,
although they remain fragile when promises of narratives are not supported by
transparent indicators and visible enforcement.
Kata Kunci : Narrative Policy Framework, Political Communication, Policy Narratives, Instagram, Free Nutritious Meals (MBG), Badan Komunikasi Pemerintah
