Political Communication and Public Opinion: The Influence of Media Framing on Policy Perception

Abstract

This study examines the influence of media framing on public opinion and policy perception within the field of political communication. The primary objective is to analyze how media narratives shape audience interpretation of policy issues and to identify the factors that mediate this relationship. The research adopts a qualitative approach using a case study design, selected for its capacity to provide in-depth, contextualized insights into complex communicative processes. The study was conducted in Surabaya, Indonesia, a metropolitan area characterized by a diverse media ecosystem and heterogeneous audience backgrounds. A total of twelve informants were purposively selected, representing journalists, academics, policymakers, and general media users, to capture varied perspectives on media consumption and policy interpretation. Data were collected through media content analysis and semi-structured interviews, and analyzed using thematic analysis. The findings reveal that media framing significantly shapes policy perception by emphasizing specific narratives, while audience interpretation is mediated by trust, prior knowledge, and media literacy. The study recommends enhancing media accountability and promoting critical media literacy to foster more informed public discourse in democratic contexts.