ANALISIS FRAMING PROGRAM CORPORATE SOCIAL RESPONSIBILITY (CSR) BIDANG LINGKUNGAN PT PLN (PERSERO) UID S2JB (STUDI PADA SITUS BERITA WEBSITE ONLINE)

Abstrak

Penelitian ini menganalisis framing media dalam pemberitaan online mengenai Program Corporate Social Responsibility (CSR) bidang lingkungan PT PLN (Persero) UID S2JB, khususnya Bank Sampah Prabumulih dan Bank Sampah Mobile, dengan asumsi teori framing Robert N. Entman yang memandang media menyeleksi dan menonjolkan aspek realitas tertentu melalui empat elemen (definisi masalah, diagnosis penyebab, penilaian moral, rekomendasi solusi) untuk membentuk interpretasi publik, serta teori komunikasi CSR yang mengasumsikan komunikasi dua arah partisipatif membangun legitimasi perusahaan. Menggunakan model tersebut pada tiga berita dari Antaranews.com (20 November 2025, pembangunan Bank Sampah Terpadu berbasis listrik di Prabumulih, menekankan inovasi teknologi dan sinergi tripartit) dan Kompas.tv (10 Juni 2024, transformasi sampah menjadi produk bernilai ekonomis, 31 Agustus 2023, motor listrik Bank Sampah Mobile untuk efisiensi pengumpulan sampah), hasil menunjukkan media membingkai program secara positif dengan penekanan pada inovasi teknologi listrik, pemberdayaan ekonomi masyarakat, dan keberlanjutan lingkungan. PLN diframing sebagai inisiator visioner dan solutif, sementara partisipasi masyarakat serta tantangan implementasi kurang mendapat sorotan, sehingga pemberitaan berfungsi sebagai legitimasi citra korporat daripada refleksi kritis.

This study analyzes media framing in online news coverage of PT PLN (Persero) UID S2JB's environmental Corporate Social Responsibility (CSR) program, specifically the Prabumulih Waste Bank and Mobile Waste Bank, based on Robert N. Entman's framing theory. Entman's framing theory, which views the media as selecting and highlighting certain aspects of reality through four elements (problem definition, diagnosis of causes, moral judgment, and recommended solutions) to shape public interpretation, as well as CSR communication theory, which assumes that participatory two-way communication builds corporate legitimacy. Using this model on three news articles from Antaranews.com (November 20, 2025, construction of an integrated electricity-based Waste Bank in Prabumulih, emphasizing technological innovation and tripartite synergy) and Kompas.tv (June 10, 2024, transformation of waste into products with economic value, August 31, 2023, electric motorcycles for the Mobile Waste Bank to improve waste collection efficiency), the results show that the media frames the program positively, emphasizing technological innovation in electricity, community economic empowerment, and environmental sustainability. PLN is framed as a visionary and solution-oriented initiator, while community participation and implementation challenges receive less attention, making the coverage function as corporate image legitimization rather than critical reflection.