Matcha as A Functional Plant Within The Indonesian Media Context
Abstract
This study analyzes the framing of matcha as a functional plant in Indonesian online media, with a special focus on how agronomic quality attributes become the foundation that translates matcha as a functional plant. Matcha (Camellia sinensis L.) has transformed from an ancient Japanese tradition into a global phenomenon, including in Indonesia, driven by awareness of its health potential such as antioxidant content (especially EGCG), skin beauty benefits, and protection against degenerative diseases. Using a qualitative approach with Robert M. Entman's (1993) framing model, this study analyzes five articles from Indonesian online media published between 2023-2025, including Universitas Alma Ata, Rumah Sakit SMC, Tanilink, RRI.co.id, and VIVA.co.id. The analysis results show that media consistently frame matcha as a superior functional beverage with health and beauty benefits, supported by narratives about bioactive content and traditional Japanese production processes. All articles (100%) define problems, diagnose causes, and offer solutions, while 80% include moral judgments. Specific findings reveal a paradoxical reality: amidst intense coverage of matcha benefits dominated by imported products, Indonesian farmers have successfully produced matcha of quality equivalent to Japan. This study concludes that integrating local production narratives into health and lifestyle coverage in mainstream media can form a holistic matcha ecosystem, opening opportunities for tea agronomy development in Indonesia, reducing import dependence, and improving farmer welfare through high-value added products.
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