Social media and political protest: framing and agenda-setting in the Indonesian demonstrations, August 2025

Purpose This study investigates the role of social media in shaping protest dynamics during the Indonesian demonstrations of August 2025 by integrating framing theory and agenda-setting theory. Few studies have combined these perspectives, making this research a theoretically significant contribution. Design/methodology/approach Triggered by public outrage over a Rp50 million monthly housing allowance for legislators and intensified by the death of a ride-hailing driver, the protests marked one of the largest waves of contention since Reformasi. Using content analysis and cross-media comparison, the study examines how activists, labor unions, religious organizations, and citizens articulated diagnostic, prognostic and motivational frames, while hashtags such as #BubarkanDPR, #PotongPrivilege, #JusticeForAffan and #SaveDemocracy functioned as agenda-setting devices. Findings Results show that social media facilitated decentralized mobilization, transformed fragmented grievances into cohesive reform agendas and pressured mainstream media and government institutions to respond. Originality/value The study demonstrates how framing and agenda-setting intersect within hybrid media ecologies, amplifying protest legitimacy and exposing fragile democratic accountability. It provides a novel theoretical lens for understanding the interplay between digital platforms and political contention in emerging democracies.