Reshaping Public Opinion: A Systemic Functional Multimodal Discourse Analysis in Ice Cold: Murder, Coffee and Jessica Wongso

Abstract

This thesis examines the documentary Ice Cold: Murder, Coffee, and Jessica Wongso and its role in reshaping public opinion. The documentary investigates the 2016 murder of Wayan Mirna Salihin, who died after consuming cyanide-laced coffee, and focuses on her friend Jessica Wongso, who was convicted of the crime. Following its release, Ice Cold quickly became one of the top movies on Netflix Indonesia, sparking heated debates on social media platforms like X (formerly Twitter). Numerous users expressed scepticism regarding Jessica’s conviction, questioning whether she is indeed the killer and raising concerns about potential injustices within the legal system. This study, therefore, seeks to analyse how the documentary influences public opinion. This study employs a qualitative research methodology to analyse the documentary Ice Cold and examine its persuasive impact on viewers' opinions through visual and linguistic elements, using the Multimodal Discourse Analysis framework. Data for the study are gathered from the streaming service Netflix and social media platform X (formerly Twitter). Five scenes from the documentary are selected for analysis, focusing on both visual elements (shots) and linguistic elements (subtitles). The analysis of visual elements utilizes Kress and van Leeuwen’s Visual Grammar (2021), while the linguistic elements are examined using Halliday and Matthiessen’s Systemic Functional Linguistics (2014). Additionally, public opinion data from X are analysed using Systemic Functional Linguistics to reflect the viewers’ response to the documentary. The findings are interpreted through Howe and Krosnick’s (2022) framework on factors affecting public opinion, providing insights into how the documentary reshapes public opinion. The results of this study demonstrate that both visual and linguistic elements play a significant role in reshaping public opinion. The visual analysis portrays key figures in the case—Edi Salihin, Jessica Wongso, Otto Hasibuan, Dr. Djaja Surya Atmadja, and the prosecution team—in a manner that creates observational distance, allowing viewers to form independent judgments without emotional involvement. The linguistic analysis complements the visuals by providing crucial context, revealing that the dominant use of relational processes, emphasizes identity and characterization. This includes Jessica’s portrayal as the alleged killer of Mirna Salihin, the identification of the circumstances surrounding Mirna’s death, and the roles of the prosecution team. Additionally, the mood analysis indicates that declarative clauses predominate, enhancing the clarity of the statements made by key figures and reinforcing viewers’ understanding of their perspectives within the narrative, thereby further shaping public opinion. Moreover, the study's results reveal a linguistic analysis of reshaped public opinion on platform X, identifying three processes: material, relational, and mental. This indicates that users discuss actions, identity, and their thoughts and feelings. The mood analysis shows that all linguistic elements are presented as statements, reflecting clear assertions about the case and significantly influencing public discourse. In conclusion, the analysis of visual and linguistic elements aligns with the factors affecting public opinion described by Howe and Krosnick (2022). The documentary influences public opinion through mere exposure, modelling and identification, and conformity to perceived norms. It uses mere exposure to frame scenes that shape perceptions of Edi Salihin's arrogance, Jessica Wongso's treatment by prison officials, and her views on being labelled as a killer. Modelling and identification are evident in the appearances of respected professionals like Otto Hasibuan and Dr. Djaja Surya Atmadja, whose opinions sway viewers. Lastly, conformity to perceived norms suggests that people align with dominant opinions; indicating that users on platform X tend to support Jessica Wongso while criticizing the police and prosecution's treatment of her.