A Descriptive Analysis of Social Media Content Framing the Economic Benefits of Rooftop Solar PV in Indonesia

The rapid growth of renewable energy discourse in digital media has positioned social media as an influential platform for shaping public understanding of sustainable energy technologies. In Indonesia, rooftop solar photovoltaic (PV) systems are increasingly discussed through economic narratives emphasizing electricity savings, investment value, and energy independence. This study aims to analyze how social media content frames the economic benefits of rooftop solar PV in Indonesia. Using a descriptive qualitative approach, data were collected from Instagram, TikTok, YouTube, Facebook, X (Twitter), and online media content published between 2023 and 2026. The findings reveal that economic framing dominates public discourse, particularly narratives related to financial efficiency, long-term savings, and sustainable modern lifestyles. Visual storytelling, testimonial-based communication, and financial simulations significantly strengthen audience engagement and renewable energy awareness. However, concerns regarding installation costs, policy uncertainty, and maintenance remain major barriers within online discussions. The study concludes that economic framing is the most effective communication strategy for encouraging rooftop solar PV adoption because it directly addresses household financial interests and middle-class aspirations. This research contributes to discussions on environmental communication, renewable energy transition, and digital media framing in developing countries.

Rooftop Solar PV, Social Media Framing, Renewable Energy, Indonesia

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