The Role of Instagram Influencers in Reducing Negative Stereotypes of Ethnic Chinese in Indonesia: A Netnography Study

To date, ethnic Chinese in Indonesia still receive a number of negative stereotypes. Instagram as a modern digital mass media can be used as a way to reduce these negative stereotypes. This research aims to analyze how social media, especially Instagram, can be used to build positive and inclusive perceptions of ethnic Chinese in Indonesia. The netnography method is used to observe the content and interaction activities that occur on the Chinese_server instagram account. Data was collected through observation video content and user responses such as comments, likes, and shares. The results show that in the video content there are four main negative stereotypes discussed: ethnic Chinese are considered pro-PRC, exclusive, do not have nationalism towards Indonesia, and are considered atheists. The video content combines text in the caption and video narration, using informational hashtags and historical approaches in each discussion of the video content. Positive responses from users are shown by giving likes and shares. However, there are also negative responses given by users in the form of hate speech in the comments section