Narrative Reframing in Influencer PR: A Study of Multi-Faced Branding in Rachel Vennya’s Post-Controversy Return

Febby Amelia Trisakti; Laely Yanah Putri

Narrative Reframing in Influencer PR: A Study of Multi-Faced Branding in Rachel Vennya’s Post-Controversy Return

Authors

Febby Amelia Trisakti Universitas Islam Negeri Sultan Syarif Kasim Riau
Laely Yanah Putri Universitas Islam Negeri Sultan Syarif Kasim Riau

Keywords:

influencer public relations, narrative reframing, branding, digital identity, netnography

Abstract

In the wake of public scandals, influencers face unique challenges in reclaiming their reputations. This study looks closely at the Indonesian influencer Rachel Vennya, particularly her return to the digital spotlight after a widely publicized quarantine breach in 2021. By tracking her activity on Instagram, TikTok, and YouTube from 2023 to 2025, the research explores how she gradually rebuilt her public image. Drawing on qualitative netnography, I examined not only her most prominent posts but also the responses and conversations they sparked among followers. Rather than following a traditional crisis communication playbook, Vennya’s recovery unfolded through a blend of storytelling, emotional openness, and deliberate shifts in how she presented herself on each platform. On Instagram, she leaned into a calm, visually cohesive persona; on TikTok, she embraced humor and relatability; and on YouTube, she offered more personal, reflective narratives. Over time, these strategies helped reframe her earlier controversy, allowing themes like motherhood and personal growth to take center stage. Audience responses, as seen through sentiment analysis, moved from criticism to empathy, emphasizing the collaborative nature of online redemption. This work introduces the idea of “platformed dramaturgy” to describe how influencers juggle different facets of their identities depending on the medium, and it situates these strategies within the fast-changing, emotionally charged landscape of Indonesian social media. Ultimately, the study suggests that an influencer’s path to reputation repair is shaped less by formal statements and more by ongoing, emotionally resonant storytelling—with the audience playing a crucial part in the process.

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Narrative Reframing in Influencer PR: A Study of Multi-Faced Branding in Rachel Vennya’s Post-Controversy Return