A Semiotic Analysis of Social Criticism Memes Regarding the Free Nutritious Meal Program “MBG” in Indonesia

Abstract

Social media has transformed memes into visual-verbal texts that not only entertain but also serve as a vehicle for social criticism through humor, satire, and visual symbols. Regarding the Free Nutritious Meal “MBG” program, Instagram memes reveal public reactions to the policy's implementation, food quality, and levels of public trust. This study employs a descriptive qualitative method, utilizing data gathered through documentation, non-participant observation, and the purposive selection of posts. The research focuses on three MBG-related meme posts on Instagram that integrate imagery, text, symbols, and social context. Roland Barthes' semiotic approach is applied to analyze the denotation, connotation, and myth within each meme. The findings indicate that, at the denotative level, the memes refer to the implementation of the MBG program. At the connotative level, the signs depict public disappointment, skepticism, and concern regarding the program's quality, safety, effectiveness, and transparency. The underlying myth is the expectation that government food programs should guarantee meals that are decent, safe, and trustworthy; when this expectation is perceived as unmet, memes serve as a means of social correction. The resharing of these memes demonstrates Instagram users' participation in shaping collective opinion on public policy. Thus, MBG memes function as a medium for digital social criticism, voicing public concerns about public policy through popular language.