The Buzz Behind Buzzers: Media Narratives and Political Influence in Indonesia

• In Event: Narratives from the Political Right

Abstract

In Indonesia, the fight for public opinion is no longer waged in newspapers or on television screens—it’s fought on X threads, Instagram stories, and viral TikToks. At the heart of this battle are buzzers: digital influencers paid to create narratives, spread propaganda, or drown out dissenting voices. In a context marked by one of the world’s highest levels of social media penetration, these digital actors are actively shaping Indonesia’s political landscape. Their rise signals a troubling trend: the growing commercialization of political influence, where financial incentives overshadow genuine civic engagement and democratic discourse.

Despite their growing significance, existing understanding of buzzers is limited, relying primarily on newspaper accounts that may reflect institutional biases. To build a more cohesive understanding, this study conducts a qualitative content analysis informed by framing theory to compare how Kompas.com, The Jakarta Post, and international outlets construct the buzzer phenomenon. This study identifies how different media ecosystems—national versus international, Indonesian-language versus English-language—frame buzzers as political tools, moral threats, or normalized aspects of digital life. It examines the primary and secondary frames that shape public perceptions to reveal broader tensions between press freedom, political power, and digital manipulation.

Understanding these narratives is crucial in addressing the broader consequences of cyber troops and public opinion manipulation that is growing in frequency, sophistication, and impact across democracies. Ultimately, this study contributes to ongoing policy discussions by identifying transparency, regulation, and digital literacy initiatives as strategies to mitigate the influence of paid political actors in Indonesia’s online public sphere.

Author

• Nadya Hayasi, Georgetown University