Representation of the Police Image on Social Media X in Online Gambling Cases: A Netnographic Study of the Official Account of the Metro Police Department

Abstract

This study examines the representation of the Indonesian National Police, particularly the Metro Jaya Regional Police, in handling online gambling cases through social media X (formerly Twitter) during the period from September to November 2024. The use of social media by state institutions has become a significant communication strategy in building public image in the digital age. Through a qualitative approach and netnographic methods, this study aims to uncover how the construction of police image is shaped through digital narratives, visual symbols, and interactions between the institution and netizens. Stuart Hall's Representation Theory is used to examine how the meaning of the police image is produced and negotiated; Symbolic Convergence Theory to trace the formation of collective meaning; and Computer-Mediated Communication (CMC) Theory to understand patterns of online social interaction. The results show that the Jakarta Metropolitan Police actively builds a positive image through informative posts, visualizations of firm actions, and heroic narratives that portray the institution as a protector of the community. However, on the other hand, netizens' perceptions are not always aligned. Public comments and discussions often reflect suspicion, cynicism, and distrust, particularly regarding issues of police internal integrity. These findings indicate a representational tension between institutional communication strategies and public responses in the digital space. This research contributes to the development of literature on public institutional communication on social media and provides practical recommendations for police institutions in managing their image and digital interactions in a more strategic and participatory manner

Keywords: Representation, Police Image, Social Media X, Online Gambling, Netnography, Digital Communication

DOI: 10.7176/NMMC/109-02

Publication date: October 31^st 2025