The Role of Public Relations in Meritocracy Perception in Indonesia

Abstract

This research explores the role of public relations in shaping public perceptions of meritocracy in Indonesia, with a focus on government-funded scholarship programs — specifically LPDP (Lembaga Pengelola Dana Pendidikan) and IISMA (Indonesian International Student Mobility Awards). Using a qualitative methodology combining content analysis of digital media posts and semi-structured interviews with five scholarship applicants (both recipients and non-recipients), the study examines how public relations initiatives portray meritocracy as a system dependent solely on individual achievement, perseverance, and hard work, often sidelining structural barriers such as institutional privilege, socioeconomic disparities, and digital inequality. Drawing on Framing Theory (Goffman, 1975; Entman, 1993) as analytical lenses, the research finds a communication gap in which dominant narratives of merit-based success may inadvertently exclude or mislead applicants from underrepresented backgrounds. The findings highlight the urgent need for public relations strategies in education to be more inclusive, transparent, and structurally aware — ensuring that scholarship communication genuinely supports fair access rather than reinforcing existing inequalities.