Abstract
This study critically examines how media framing constructs and normalizes inequality within Bali’s tourism sector. As a global destination, Bali attracts diverse visitors whose experiences are shaped by uneven power relations and economic hierarchies. Using a qualitative approach, this study applies Entman’s framing model to online news coverage, focusing on problem definition, causal attribution, moral evaluation, and treatment recommendation. The findings reveal a dominant economic frame that prioritizes growth and legitimizes differential treatment of tourists, alongside a secondary frame that partially exposes disparities and tourist privilege. These competing frames obscure structural inequality while reinforcing market-driven logics, limiting more critical discourse on fairness, inclusion, and sustainability.