Heru Andriyanto, Jakarta – Public narratives surrounding the floods and landslides that have affected parts of Sumatra for more than a month remain largely positive and neutral, but require stronger empathy and more decisive government responses to prevent escalation, according to new research.
A study released on Thursday by Deep Intelligence Research (DIR) found that 69% of mainstream media coverage of the disasters carried a positive or neutral tone. However, around 28% of content reflected negative sentiment, largely driven by criticism over delayed humanitarian aid and post-disaster responses that were seen as poorly targeted.
The research analyzed media and social media content published between November 25 and December 24, drawing on artificial intelligence to assess reports from more than 11,000 online outlets, 200 print publications, and 93 electronic media organizations. Positive and neutral narratives generally focused on crisis management and updates on disaster response efforts in West Sumatra, North Sumatra, and Aceh.
DIR's Director of Communications, Neni Nur Hayati, said media attention peaked on December 1, when negative sentiment dominated coverage as emergency status measures were first implemented.
"After December 5, positive narratives began to overtake negative ones, driven by extensive reporting on aid distribution and recovery efforts. However, an anomaly emerged on December 19, when negative sentiment surged again due to reports that assistance had not reached all affected communities, particularly in the most isolated areas," Neni said in a statement.
DIR recorded a total of 30,489 media reports related to the "Sumatra and Aceh floods," spanning 16,233 local outlets, 14,207 national outlets, and 49 international media organizations.
On social media, the disasters generated more than 55,600 posts from around 28,100 users, producing over 2 million interactions. The data indicate that a single disaster issue can trigger sustained discussion and strong emotional resonance online.
"Engagement was highest on Instagram and TikTok, with interactions reaching 939,289 on TikTok and 909,837 on Instagram. This shows disaster-related conversations went highly viral on both platforms," Neni said.
The study identified three dominant themes in public discourse. The first centered on humanitarian concerns, focusing on victims' conditions and the chronology of the disasters. The second involved public perceptions that environmental degradation from forestry and mining activities had contributed to the disasters, reinforced by reports of logs found in flood-affected areas. The third theme was political, with criticism directed at authorities over perceived delays in disaster response.
Of particular concern, Neni said, was the emergence of disintegration-related narratives, including the use of keywords such as "independence" in Aceh and Nias, reflecting protests against what was perceived as central government neglect.
"This indicates the disaster has transformed into a political bargaining tool that could potentially threaten national stability," she said.
Based on its findings, DIR recommended that the government declare the situation a national disaster to ensure post-disaster recovery becomes a clear priority, particularly in response to strong grievances from communities in Aceh and Nias that feel marginalized. The research also suggested that senior central government officials be stationed in affected areas to counter narratives portraying authorities as lacking empathy.
A second recommendation called for greater transparency and law enforcement through open investigations and audits of extractive companies in Sumatra suspected of contributing to ecological damage. Publishing investigation results, including findings related to the presence of logs, would demonstrate that the state prioritizes public safety over corporate interests, Neni said.
Third, the study urged the government to engage in dialogue with community leaders and local activists at evacuation sites to disrupt separatist narratives, while deploying counter-messaging on TikTok and Instagram to balance provocative content with verified information on recovery efforts and humanitarian aid.
Finally, DIR recommended continued government intervention to stabilize local food prices in affected areas, particularly amid the Christmas and year-end holiday period, when demand for basic necessities typically rises.