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  <front>
    <journal-meta>
      <journal-id journal-id-type="publisher-id">IJAR</journal-id>
      <journal-title-group>
        <journal-title>Indonesian Journal of Advanced Research</journal-title>
      </journal-title-group>
      <issn pub-type="epub">2986-0768</issn>
      <publisher>
        <publisher-name>Formosa Publisher</publisher-name>
      </publisher>
    </journal-meta>
    <article-meta>
      <article-id pub-id-type="doi">10.55927/ijar.v4i8.15218</article-id>
      <title-group>
        <article-title>Roland Barthes’ Semiotic Analysis of the MBG (Free Nutritious Meal) Issue on @Tempodotco Instagram Account</article-title>
      </title-group>
      <contrib-group>
        <contrib contrib-type="author">
          <name>
            <surname>Jaelani</surname>
            <given-names>Hilmi</given-names>
          </name>
          <aff>University of Swadaya Gunung Jati, Indonesia</aff>
        </contrib>
        <contrib contrib-type="author" corresp="yes">
          <name>
            <surname>Nurfalah</surname>
            <given-names>Farida</given-names>
          </name>
          <aff>University of Swadaya Gunung Jati, Indonesia</aff>
          <email>farida.nurfalah@ugj.ac.id</email>
        </contrib>
        <contrib contrib-type="author">
          <name>
            <surname>Hermawan</surname>
            <given-names>Abdul Jalil</given-names>
          </name>
          <aff>University of Swadaya Gunung Jati, Indonesia</aff>
        </contrib>
      </contrib-group>
      <pub-date pub-type="epub">
        <day>11</day>
        <month>08</month>
        <year>2025</year>
      </pub-date>
      <history>
        <date date-type="received">
          <day>25</day>
          <month>06</month>
          <year>2025</year>
        </date>
        <date date-type="rev-recd">
          <day>09</day>
          <month>07</month>
          <year>2025</year>
        </date>
        <date date-type="accepted">
          <day>11</day>
          <month>08</month>
          <year>2025</year>
        </date>
      </history>
      <volume>4</volume>
      <issue>8</issue>
      <fpage>1767</fpage>
      <lpage>1780</lpage>
      <abstract>
        <p>Currently, the use of social media is increasing, with Instagram being popular in Indonesia. In October 2023, there were 104.8 million Instagram users in Indonesia. The Free Nutritious Meal (MBG) program launched by the government aims to provide healthy food for vulnerable groups, especially children. This study aims to analyze the meaning of posts related to the Free Nutritious Meal issue on Instagram using Roland Barthes' semiotic theory. This study is qualitative descriptive, describing and analyzing the meaning of Instagram posts about the MBG program. This method focuses on the interpretation of visual and textual signs, and their influence on public understanding. This study shows that visual and text posts on the Instagram account @tempodotco related to the Free Nutritious Meal (MBG) program not only function as information media, but also form deeper meanings through visual and narrative signs. By using Roland Barthes' semiotic analysis, namely through three levels of significance: denotation, connotation, and myth, it was found that the MBG discourse strategically presents the state as the main actor that is "present", "cares", and "saves" the people from the nutritional crisis.</p>
      </abstract>
      <kwd-group>
        <kwd>Free Nutritious Meal</kwd>
        <kwd>Instagram</kwd>
        <kwd>Roland Barthes’ Semiotics</kwd>
        <kwd>Social Media</kwd>
        <kwd>Denotation</kwd>
      </kwd-group>
      <permissions>
        <license>
          <ali:license_ref xmlns:ali="http://www.niso.org/schemas/ali/1.0/">http://creativecommons.org/licenses/by/4.0/</ali:license_ref>
          <license-p>This is an open-access article distributed under the terms of the Creative Commons Attribution 4.0 International License.</license-p>
        </license>
      </permissions>
    </article-meta>
  </front>

  <body>

<sec>
  <title>INTRODUCTION</title>
  <p>Currently, myriad social media users are increasingly intensive in
  finding out or managing information through various forms of
  interaction. Social media users are growing in number and becoming
  more selective in how they use it (Nurfalah et al., 2023). Social
  media such as Instagram is more popular among Indonesians than other
  social media (Imawan, 2019). According to a report by We Are Social,
  in October 2023, there were approximately 104.8 million Instagram
  users in Indonesia. This number makes Indonesia the fourth country
  with the most Instagram users in the world.</p>
  <p>Social media, particularly Instagram, has become the primary
  platform for disseminating information and shaping public opinion on
  various social issues, including government policies (Rahmah, 2021).
  One issue that has received widespread attention in Indonesia is the
  Free Nutritious Meal program (Vanti et al., 2024). This program has
  become a hot topic of discussion among various groups, both as a form
  of social policy and as part of a political communication strategy.
  The development of digital technology has strengthened the role of
  online media such as Tempo.co in influencing public discourse. With
  the rapid and widespread distribution of information, online media has
  the potential to shape public opinion on a large scale. Framing in
  online media not only involves the arrangement of facts but also
  includes language strategies, diction, and the insertion of
  interpretations through expert quotes, illustrations, and specific
  narrative structures (Collins et al., 2021).</p>
  <p>Tempo.co is a media outlet known for consistently practicing
  critical and independent journalism since the reform era. With a
  reputation as an investigative media outlet, Tempo often raises
  strategic issues with a strong analytical and narrative approach. In
  the context of the MBG, Tempo not only reports on this program as a
  government policy but also highlights budget controversies, policy
  effectiveness, and potential failures in implementation. For example,
  the use of rhetorical titles and problematic questions in its articles
  indicates a tendency toward framing that challenges the official
  government narrative.</p>
  <p>Free Nutritious Meal (MBG) is a program from the Indonesian
  government that aims to provide healthy and nutritious food to groups
  in need, with a focus on children or other underpreviliged groups. The
  Indonesian Free Nutritious Meal program is aimed at students in
  schools or children in communities who may not have adequate access to
  nutritious food (Patients &amp; Studies, 2024). The Free Nutritious
  Meal Program, initiated by the administration of President Prabowo
  Subianto, is a strategic step toward developing high- quality human
  resources by ensuring the proper and high-quality fulfillment of the
  nutritional needs of the population.</p>
  <p>The school meal program serves as a positive catalyst for the
  economy. By involving various actors in the supply chain, from food
  procurement to the delivery of prepared meal to schools, this program
  opens up significant potential for economic empowerment. (Nurwakhid
  &amp; Fridiyanti, 2025) The Free Nutritious Meal Program (MBG)
  launched by President Prabowo Subianto is a strategic initiative aimed
  at improving the nutritional quality and learning motivation of</p>
  <p>students in Indonesia. With a significant budget allocation, this
  program is designed to provide nutritious food to schoolchildren,
  toddlers, pregnant women, and breastfeeding mothers. This study will
  analyze how the program can contribute to improving student learning
  motivation through the perspective of educational sociology. (Merlinda
  &amp; Yusmar Yusuf, 2025)</p>
  <p>However, behind these benefits lie many significant challenges. One
  of them is the enormous funding requirement, which, if not managed
  effectively, can place a heavy burden on the country. The large amount
  of funds allocated to this program opens up opportunities for
  corruption and abuse, which can reduce the quality of the program.
  (Alfandi et al., 2024) In debates on social media, particularly on
  Instagram, various posts, memes, infographics, and short videos often
  not only convey information directly (denotatively) but also contain
  deeper symbolic meanings (connotatively). The messages conveyed can
  have various interpretations depending on the perspective of the
  community, political background, and interests of the parties
  involved. Therefore, it is important to analyze how the meaning in
  these posts is constructed and conveyed to the public.</p>
  <p>Roland Barthes' semiotic approach can be used to understand how
  visual and textual signs in Instagram posts related to the issue of
  Free Nutritious Food work on two levels of meaning: denotation and
  connotation (Alfionita et al., 2024). In addition, Barthes also
  explains the concept of myth, which can be used to see how the
  representation of this program is constructed in a larger narrative,
  for example as a tool of political campaigning or as a discourse on
  social welfare (Lustyantie, 2012).</p>
  <p>Based on this, this study aims to analyze the meaning of uploads
  related to the issue of Free Nutritious Eating on Instagram using
  Roland Barthes' semiotic theory. The results of this study are
  expected to provide insight into how social media shapes public
  opinion on social policies through signs and symbols used in digital
  uploads.</p>
</sec>





<sec>
  <title>LITERATURE REVIEW</title>
  <p>Several related journal articles that support and assist in this
  research already exist, some of which have been cited by researchers
  in their titles, whether in the form of journals, articles, or other
  types of writing. Some of these literature sources at least cover the
  themes that will be discussed by the author in this scientific work,
  including literature on Roland Barthes' Semiotic Analysis in the Issue
  of Free Nutritious Meal on Instagram, which is the topic of discussion
  in this paper.</p>
  <p>The first paper, by Cut Dian Rahmawati, Hasan Busri, and Moh.
  Badrih in a journal titled “The Denotative and Connotative Meanings of
  Memes on Twitter: A Semiotic Study of Roland Barthes,” focuses on how
  memes on Twitter contain deeper meanings through Barthes' semiotic
  approach. In this study, it is explained that memes not only convey
  the literal meaning (denotation) of the images or text used but also
  contain symbolic or ideological meanings (connotation) that can be
  influenced by the cultural background, experiences, and social values
  of their users (Rahmawati et al., 2024).</p>
  <p>Through a qualitative descriptive method, this study identifies
  that memes on Twitter often function as a means of humor, social
  criticism, or reflection on everyday life phenomena. Some examples of
  memes analyzed in this study reflect aspects such as hiding feelings,
  self-reflection, social pressure, and the differences between life on
  social media and the real world. This study highlights that social
  media users often consume and share memes with meanings that are more
  complex than mere entertainment, but also as a communication tool that
  reflects their feelings and views on social situations. In the study
  “Semiotic Analysis of Roland Barthes in the Issue of Free Nutritious
  Meal (MBG) on Instagram,” the approach used shares methodological
  similarities, employing Roland Barthes' semiotic analysis with
  concepts of denotation, connotation, and myth. The main similarity
  between this study and Rahmawati et al.'s research is that both
  analyze signs and meanings in visual communication on social media and
  use a descriptive qualitative approach.</p>
  <p>However, there are several key differences in the focus of the
  research. Rahmawati et al.'s research examines memes on Twitter, which
  tend to be humorous, satirical, and socially critical, while MBG's
  research on Instagram focuses more on public policy communication
  strategies packaged in the form of more structured visual posts.
  Twitter memes often appear spontaneously and go viral, while MBG's
  posts on Instagram are more likely to have deliberate strategic
  communication elements, such as government policy promotion campaigns
  or the participation of certain organizations. Additionally, in terms
  of communication context, memes on Twitter are more individualistic
  and reflective of daily life, while MBG posts on Instagram aim to
  shape public opinion regarding a social policy. While memes highlight
  users' personal feelings and experiences, MBG posts strive to build
  the image of government programs as a form of concern for society.</p>
  <p>Thus, although both studies share the same theoretical approach,
  differences in research objects and communication objectives result in
  analyses with distinct implications. The MBG study on Instagram is
  expected to provide insights into how social policies are constructed
  through digital media and how such messages are received and
  interpreted by the public.</p>
  <p>The second article, by Miftakhul Fikri in a journal titled
  “Representation of the Political Image of Indonesian Presidential
  Candidates in 2024 on Instagram: A Semiotic Study of Roland Barthes,”
  discusses how the political image of Indonesian presidential
  candidates is constructed through posts on Instagram. Using Roland
  Barthes' semiotic approach, this study examines how each post reflects
  three levels of meaning: denotation, connotation, and myth. Denotation
  refers to the literal meaning apparent in the image, such as the
  clothing worn, colors, and gestures displayed in the post. Meanwhile,
  connotation explores the deeper meaning of these visual elements based
  on culture and public perception. At the final stage, the myth
  generated from this connotation serves to form a broader narrative
  about the identity and political ideology of each presidential
  candidate (Setyadji, V., &amp; Yulistyarani, 2023).</p>
  <p>This study uses a descriptive qualitative method with Barthes'
  semiotic content analysis. Data was obtained from posts on the
  official Instagram accounts</p>
  <p>of three Indonesian presidential candidates in 2024, namely
  @prabowo, @ganjar_pranowo, and @aniesbaswedan. The results of the
  study show that political posts on Instagram are not only used as a
  medium of information but also as a tool for political image building.
  Visual symbols such as the clothes worn, certain colors used, and
  gestures displayed in photos and videos play an important role in
  shaping public opinion about the candidates.</p>
  <p>In relation to the study titled “Roland Barthes' Semiotic Analysis
  in the Issue of Free Nutritious Meal (MBG) on Instagram,” there are
  several significant similarities and differences. Both studies use
  Roland Barthes' semiotic theory to analyze messages conveyed through
  social media, focusing on the denotative, connotative, and mythical
  meanings contained in posts. Additionally, the methods employed in
  both studies are similar, utilizing a descriptive qualitative approach
  and content analysis techniques to explore the signs emerging in
  Instagram posts. Beyond methodological similarities, both studies also
  emphasize the importance of visual communication in shaping meaning on
  social media.</p>
  <p>However, there are some fundamental differences between the two
  studies. Fikri's research focuses more on how presidential candidates
  build their political image through Instagram, while the research on
  MBG on Instagram highlights how social policy programs are
  communicated to the public through digital media. While Fikri's
  research examines signs such as clothing, color, gestures, and
  political hashtags used by presidential candidates to build their
  image, the research on MBG will focus more on signs related to food
  representation, the distribution of the MBG program, the role of the
  government in this policy, and how the program is understood by the
  general public.</p>
  <p>Additionally, Fikri's research examines posts aimed at building
  personal branding and political image, while the research on MBG
  focuses on public policy communication and how the message is received
  by the audience. If the political image of presidential candidates is
  strategically constructed to attract voters and create a positive
  perception, then posts about MBG on Instagram are likely to aim to
  build public awareness of the importance of nutrition and social
  welfare, although it is possible that these posts are also used as a
  political image- building tool for those involved in the policy.</p>
  <p>From this analysis, it can be concluded that although Fikri's
  research and MBG's research differ in their objects of study and
  communication objectives, both highlight how social media is used to
  shape meaning and influence public perception. By using Roland
  Barthes' semiotic theory, research on MBG on Instagram is expected to
  provide broader insights into how social policies are constructed in
  the digital space and how these messages are interpreted by the
  public. Therefore, these two studies complement each other in
  demonstrating how semiotic analysis can be used to understand
  strategic communication on social media, both in political contexts
  and in the context of public policy.</p>
</sec>







<sec>
  <title>METHODOLOGY</title>
  <p>This research is descriptive qualitative, aiming to describe and
  analyze the meanings that emerge in Instagram posts about the MBG
  (Free Nutritious Meal)</p>
  <p>program. This method focuses on interpreting the visual and textual
  signs used in the posts, as well as how these signs shape public
  understanding of MBG (Free Nutritious Meal).</p>
  <p>The research data consists of primary and secondary data. Primary
  data was obtained from Instagram posts related to MBG, including
  images, captions, hashtags, and other visual elements. The posts
  analyzed came from official government accounts, political figures,
  social organizations, and public opinion using related hashtags.
  Secondary data includes literature, journals, news articles, and
  policy reports that support the analysis of MBG representation on
  social media.</p>
  <p>The data collection technique in this study was conducted using the
  documentation method, which involves collecting, observing, and
  analyzing Instagram posts related to MBG. The data collection stages
  include: Identifying posts relevant to the MBG issue on Instagram
  based on specific hashtags and accounts. Downloading and recording
  visual elements such as images, colors, expressions, and design
  composition in the posts. Analyzing the text and captions to
  understand the meaning conveyed through the language and narrative in
  the posts.</p>
  <p>The data analysis technique in this study uses Roland Barthes'
  semiotic approach, which consists of three main stages: First
  (denotative analysis) identifies the literal meaning of images and
  text in Instagram posts, then (connotative analysis) interprets
  additional meanings influenced by culture, ideology, and social
  context, and finally (mythical analysis) reveals broader and
  ideological meanings that emerge from connotations and become part of
  the dominant social narrative.</p>
  <p>The results of this analysis are used to understand how Instagram
  posts shape public opinion of the MBG program, as well as how the
  meanings constructed on social media influence public acceptance of
  this policy.</p>
</sec>





<sec>
  <title>RESULTS AND DISCUSSION</title>
  <p>This study analyzes how the social media account @tempodotco on
  Instagram conveys the issue of “Free Nutritious Meal” through its
  visual and textual posts, using Roland Barthes' semiotic theory. The
  analysis process is divided into two levels of significance:
  denotation and connotation, as well as the hidden myths behind the
  messages conveyed.</p>
  <p>Based on the content analysis titled “For Free Nutritious Meal,”
  which showcases the MBG program on Instagram @tempodotco, the author
  can assess how the video not only conveys information in a
  straightforward manner but also how the issues raised form deeper
  meanings through symbols and narratives that develop within society.
  The video, which is 52 seconds long, presents a visual representation
  of the Free Nutritious Meal (MBG) program through a series of scenes
  depicting food distribution activities. The video reel post received
  significant engagement from Instagram users, with a total of 10,300
  likes, 290 comments, and 456 shares.</p>
  <p>The video includes the following text narrative: “Prabowo
  repeatedly</p>
  <p>makes hasty, contradictory, and poorly planned decisions. Instead
  of bringing</p>
  <p>hope, the policies he launches spark public protests and market
  confusion. In the free nutritious meal program, it is clear how
  Prabowo forced this project through by any means necessary, including
  sacrificing public services and other programs. Too ambitious to
  implement free lunches, Prabowo completely overhauled the State
  Budget. To cover the funding shortfall for the free nutritious meal
  program, he cut the budgets of ministries, agencies, and local
  governments by more than Rp 300 trillion.&quot;.</p>
  <p>The caption and hashtag used in the Instagram Reels video post
  read: “For the sake of a free nutritious meal project, Rp 306.69
  trillion of the ministry’s budget has been axed. Public services are
  now under threat. Is this efficiency or just an excuse to divert the
  budget to Prabowo’s favorite projects?” #OpiniTempo
  #IndonesiaGelap</p>
  <sec id="denotation">
    <title>Denotation</title>
    <disp-quote>
      <p><inline-graphic mimetype="image" mime-subtype="jpeg" xlink:href="vertopal_886169889e554b868bb8f7bcb3ae2419/media/image3.jpeg" /><italic>Visual
      Object</italic></p>
      <p>Source: @tempodotco’s Instagram Account Edition: 24 February -
      2 March 2025 FIGURE 1. Visual Object Content Cover</p>
    </disp-quote>
    <p>Visually, this image conveys a strong impression through simple
    yet meaningful graphic design elements. The deep black background
    dominates the entire image, creating a gloomy, tense, and serious
    atmosphere. Black is generally used to symbolize emptiness,
    darkness, or crisis. In the center of the image is the silhouette of
    part of Garuda's body, specifically the head and wings, which are
    symbols of the Indonesian state. The use of silhouettes (without
    color or detail) reinforces the impression that the country is
    present in the form of a shadow, not in its full strength or
    form.</p>
    <p>The bright white light emanating from the wings creates a
    dramatic effect that contrasts with the dark background. This effect
    gives the impression that something is trying to “highlight” or
    “illuminate” the darkness, but is not yet</p>
    <p>strong enough to dispel it. In the context of visual
    communication, this can be interpreted as a sign of conflict or
    tension between two sides: between imagery and reality, between hope
    and reality.</p>
    <p>The text “FOR FREE NUTRITIOUS MEAL” is written in bold white
    capital letters, making it the visual focal point. The white color
    on the black background emphasizes the contrast and adds emphasis to
    the message being conveyed. The choice of the phrase “FOR”
    emphasizes that something big or important is at stake for the
    program.</p>
  </sec>
  <sec id="narrative-in-videos-captions-and-hashtags">
    <title>Narrative in Videos, Captions and Hashtags</title>
    <disp-quote>
      <p><inline-graphic mimetype="image" mime-subtype="jpeg" xlink:href="vertopal_886169889e554b868bb8f7bcb3ae2419/media/image4.jpeg" /><italic>Narrative</italic></p>
      <p>Source: @tempodotco Instagram Account. Edition: 24 Februayi – 2
      March 2025 Figure 2. Narrative in Video Content</p>
    </disp-quote>
    <p>The video contains the following narration: &quot;Prabowo
    repeatedly makes hasty, contradictory, and poorly planned decisions.
    Instead of bringing hope, the policies he has launched have sparked
    public protests and caused market confusion. In the free nutritious
    meal program, it is clear how Prabowo forced this project through by
    any means necessary, including sacrificing public services and other
    programs. In his overzealous pursuit of free lunches, Prabowo
    completely overhauled the State Budget. To cover the funding
    shortfall for the free nutritious meal program, he cut the budgets
    of ministries, agencies, and local governments by over Rp 300
    trillion.”</p>
    <p>In this narrative, it is explicitly stated that: Prabowo often
    makes decisions hastily, inconsistently (contradictorily), and
    without proper planning. These policies do not bring hope but
    instead provoke protests from the public and confusion in the
    market. In the Free Nutritious Meal Program (MBG), it is</p>
    <p>mentioned that Prabowo forced its implementation, even at the
    expense of public services and other programs. It is also mentioned
    that due to his excessive ambition in implementing the MBG program,
    Prabowo made significant changes to the State Budget (APBN). To
    cover the MBG funding shortfall, he cut budgets from ministries,
    agencies, and local governments by more than Rp 300 trillion.</p>
    <p>Prabowo launched the MBG program with an approach that was
    considered rushed and forced, thereby impacting the stability of
    public services and the state budget structure. All of these
    statements are factual statements or claims that are presented
    directly without additional symbolic interpretation.</p>
    <disp-quote>
      <p><inline-graphic mimetype="image" mime-subtype="jpeg" xlink:href="vertopal_886169889e554b868bb8f7bcb3ae2419/media/image5.jpeg" /><italic>Caption
      and Hashtag</italic></p>
      <p>Source: @tempodotco’s Instagram Account Edition: 24 February –
      2 March 2025 Figure 3. Caption (For the sake of a free nutritious
      meal project, the ministry's budget of Rp 306.69 trillion has been
      slashed drastically. Public services are also at risk. Is this
      <italic>efficient or just an excuse to divert the budget to
      Prabowo's favorite projects? #OpiniTempo
      #IndonesiaGelap)</italic></p>
    </disp-quote>
    <p>Denotatively, this caption and hashtag explicitly convey
    statements and facts without any implied or symbolic meaning: “For
    the sake of a free nutritious meal program.” This sentence states
    that the main objective of the policy under discussion is to
    implement a free nutritious meal program. “The ministry's budget of
    Rp 306.69 trillion has been slashed.” This informs that the Rp
    306.69 trillion originally allocated to the ministry has been
    significantly cut. “Public services are also at risk.” This
    statement indicates that the budget cuts have disrupted public
    services that were previously funded by those funds. “Is this
    efficiency or just an excuse to divert the budget to Prabowo’s
    favorite projects?”</p>
    <p>This sentence directly questions the motive behind the policy,
    whether it is truly aimed at efficiency or merely to facilitate
    programs favored by Prabowo.</p>
    <p>Meanwhile, the hashtags in the video, #OpiniTempo (indicating
    that this is part of Tempo's editorial opinion) and #IndonesiaGelap,
    denotatively mean “Indonesia in darkness,” i.e., without light or
    illumination. (The denotative meaning is neutral; it is only at the
    connotative level that it can take on a critical or symbolic
    meaning.</p>
  </sec>
  <sec id="connotative">
    <title>Connotative</title>
    <disp-quote>
      <p><italic>Language Tone</italic></p>
    </disp-quote>
    <p>The narrative delivered by @tempodotco is flat, slow, and very
    controlled. There is no emotional emphasis or raised voice when
    delivering criticism or serious facts such as “budget cuts of Rp.
    306.69 trillion” or “public services are threatened.” Sentence after
    sentence is delivered at a steady pace, as if without personal
    reaction.</p>
    <p>Connotatively, this style is not because the narrator is neutral,
    but because this speaking style is consciously chosen to emphasize
    objectivity and the credibility of the source. This style gives the
    impression that the narrator is not provoking, but rather conveying
    something serious in a cold and rational manner. In a journalistic
    context, this calmness is not a sign of indifference, but rather a
    symbol of mastery of facts and confidence in the content.
    @tempodotco, known as a media outlet with an investigative
    reputation, uses a tone to suggest that their narrative contains
    truths that do not need to be wrapped in dramatization.</p>
    <p>The narrative states, “Prabowo repeatedly makes decisions
    hastily, contradictorily, and with minimal planning...” The tone
    used remains straightforward, calm, and shows no emotional pressure.
    The connotation is sharp but classy criticism. It is not the crude
    or sarcastic criticism commonly used in opposition campaigns, but
    rather elegant investigative journalism-style criticism, which aims
    to attack directly but peel back reality slowly.</p>
    <p>This tone implies that the criticism is not an emotional reaction
    but the result of deep and verified observation. This gives greater
    weight to the narrative’s content, as the public will not feel
    “forced to be angry” but rather invited to reflect on something that
    should make them reconsider.</p>
    <disp-quote>
      <p><italic>Cultural Association</italic></p>
    </disp-quote>
    <p>Cultural associations are meanings that arise and become attached
    to something, in this case food, based on the social and cultural
    context of a community. In other words, they are the ways in which a
    community views and assigns meaning to various things, including
    food. These meanings are not always literal or physical, but are
    influenced by the values, beliefs, and social practices that prevail
    in that community.</p>
    <p>In the context of connotative meaning, cultural associations play
    an important role in shaping how a society understands certain
    symbols or actions. When we look at the representation of the Free
    Nutritious Meal (MBG) program, there are several connotative
    meanings that emerge as a result of the cultural associations
    inherent in Indonesian society. Connotatively, nutritious food is
    not</p>
    <p>only understood as physical sustenance or biological need, but in
    Indonesian culture, it is often associated with signs of well-being,
    care, and social concern. In many social contexts, providing food is
    seen as a form of empathy, solidarity, and even respect or
    affection. Thus, when the government or public figures distribute
    nutritious food for free to children, the meaning that emerges in
    the minds of the public is that the state is present as a “social
    parent” who cares for its children.</p>
    <p>The act of feeding also carries connotations of mutual aid and
    social justice. The MBG program indirectly touches on the public's
    hope for leaders who not only govern but also protect, care for, and
    meet the basic needs of their citizens. Therefore, the public may
    associate MBG not merely as a health or education program but as a
    symbol of a caring state, especially if the program targets
    economically disadvantaged groups or underprivileged areas. However,
    this cultural association also carries a critical aspect. In the
    social-political reality, when food distribution is carried out by
    political figures (especially ahead of elections), its connotative
    meaning can shift toward image-building. The public may associate
    the program with “gifts” intended to gain sympathy or votes, rather
    than a pure expression of the state's concern.</p>
    <p>Cultural associations with nutritious food in the context of MBG
    form a connotative meaning as a symbol of welfare, government
    concern, and state presence. However, this connotation is highly
    dependent on context; if accompanied by political timing or
    visualizations that overly emphasize certain figures, its meaning
    can shift into a symbolic strategy to gain social support. Thus, MBG
    as a cultural symbol is not merely about nutrition, but also about
    how the state builds emotional and symbolic connections with its
    people.</p>
  </sec>
  <sec id="myth">
    <title>MYTH</title>
    <disp-quote>
      <p><italic>The Myth of the State as Savior</italic></p>
    </disp-quote>
    <p>The state can act as a savior in the context of Free Nutritious
    Meal by providing access to adequate nutritious food for the
    community, especially children and vulnerable groups. Free
    nutritious meal programs, such as those implemented in several
    countries, show that the state can play an important role in
    overcoming malnutrition and stunting, as well as supporting
    children's health and education. The state is not merely a program
    organizer but is portrayed as an indispensable force for the people.
    The community is assumed to lack the ability or capacity to be
    self-reliant, and the state's presence is seen as the primary
    solution.</p>
    <p>In this discourse, the state is not merely present
    administratively, but morally as the protector and savior of the
    people from crisis, suffering, or poverty. The people are associated
    as weak, powerless, and in need of intervention from above. Social
    programs such as MBG are proof of the state's “kindness.” When the
    state distributes food, it is considered to have “saved the future
    of the nation.” All actions of the state are associated with
    kindness, moral responsibility, and closeness to the people. The
    myth of “the state as savior” shapes the view that the state is the
    main and only actor capable and worthy of</p>
    <p>saving the people from hardship. The state is positioned not
    merely as a protective, giving, and helpful figure who is present
    when the people need it.</p>
    <p>The state is represented as the only main actor capable of being
    present in the community and providing direct solutions to nutrition
    and welfare issues. In many visuals and narratives of the MBG
    program, the state appears active, organizing and distributing aid,
    while the people are depicted as passive and waiting. The myth that
    emerges is that without the state, the people would be unable to
    escape the crisis, and the people's welfare is entirely dependent on
    state policies, not on community participation or other structural
    factors. Free food distribution becomes a symbol of the state's
    success, even though it has not addressed the root causes of
    poverty, food distribution, and access inequality.</p>
    <disp-quote>
      <p><inline-graphic mimetype="image" mime-subtype="jpeg" xlink:href="vertopal_886169889e554b868bb8f7bcb3ae2419/media/image6.jpeg" /><italic>Public
      Opinion (Commentary On A Post)</italic></p>
    </disp-quote>
    <p>Source: @tempodotco’s Instagram Account</p>
    <p>FIGURE 3 : Comments - Comments on Instagram Content</p>
    <p>Disappointment with Political Leadership: Most comments reflect
    public dissatisfaction with the president-elect, with tones of
    sarcasm, anger, and disgust. Some comments mention that this is the
    first time they have been truly disappointed, even questioning the
    president's integrity and self-respect. Many users express regret
    for having voted for this leader. Jokowi's figure remains a symbolic
    benchmark or reference point in terms of expectations for leadership
    deemed more dignified.</p>
    <p>Criticism of the MBG Program: Critical responses to the Free
    Nutritious Meal Program are particularly prominent, especially
    regarding: The quality of the food, which is deemed unfit for
    consumption and even accused of causing food poisoning. The
    inefficiency of the program, as it is seen as failing to address the
    root of the problem, such as the price of basic commodities and the
    distribution of food aid. Misuse of funds, as the public doubts
    whether the large budget allocation will be truly effective or
    simply wasted.</p>
    <p>Concerns over budget allocation, with many comments highlighting
    budget cuts to ministries/agencies for the MBG program, which is
    deemed high- risk and may not yield results. There is anxiety that
    the country may become “bankrupt” or “collectively impoverished” due
    to reckless budget allocation without proper planning.</p>
    <p>Criticism of the Legislative Body (DPR), there were also comments
    questioning the existence and function of the DPR in overseeing
    government policies. This reflects the public perception that the
    legislative body is not optimally performing its role of checks and
    balances on the executive branch. Satire and Social Emotions, many
    comments were sarcastic, emotional, and cynical. These tones
    indicate social tension and political fatigue, as well as public
    frustration with a government system that is perceived as not
    prioritizing the urgent needs of the people.</p>
  </sec>
</sec>






<sec>
  <title>CONCLUSIONS AND RECOMMENDATIONS</title>
  <p>This study shows that visual and text posts on the Instagram
  account @tempodotco related to the Free Nutritious Meal (MBG) program
  not only serve as a medium of information, but also form a deeper
  meaning through visual and narrative signs. Using Roland Barthes'
  semiotic analysis, specifically through three levels of signification:
  denotation, connotation, and myth, it was found that the MBG discourse
  strategically presents the state as the main actor that is “present,”
  “caring,” and “saving” the people from a nutritional crisis.</p>
  <p>At the denotative level, the content conveys facts about the
  massive budget cuts for the MBG program and their impact on public
  services. At the connotative level, the narrative is presented in a
  calm and neutral tone to establish an impression of objectivity and
  journalistic credibility, while visuals and symbols such as dark
  colors, the Garuda silhouette, and bold text reinforce a serious and
  critical stance toward the policy. In a mythological sense, the MBG is
  constructed as evidence of the state's presence as the sole savior,
  creating symbolic dependence of the people on the state, while
  obscuring the structural complexity of the nutrition problem.</p>
  <p>Public opinion reflected in Instagram user comments reinforces
  critical interpretations of the MBG policy. The public has expressed
  dissatisfaction with the quality of the program, concerns about budget
  cuts, and distrust of the political motives behind the program. In
  addition, criticism has also been directed at the legislative body,
  which is considered to be failing to perform its functions optimally.
  Overall, this study reveals how narratives and representations of
  social programs in digital media can shape certain myths and
  perceptions about the state and power. MBG is not only a symbol of
  concern but also a political tool that shapes public opinion and the
  state's legitimacy within a mythological framework as the savior of
  the people.</p>
</sec>





<sec>
  <title>ADVANCED RESEARCH</title>
  <p>Building on these findings, further research could explore how
  different digital media platforms construct and disseminate
  state-related myths through visual and textual content, especially in
  the context of public policy communication. Comparative studies
  between various media outlets or between state-owned and independent
  platforms may reveal differing strategies in shaping public perception
  and political legitimacy. Additionally, future studies could examine
  audience reception more deeply by analyzing engagement patterns,
  sentiment trends, and the influence of digital narratives on public
  trust</p>
  <p>and civic behavior in the long term. This would provide a more
  comprehensive understanding of how digital semiotics operate in the
  construction of power and state identity.</p>
</sec>








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