This study explicates discourse on Indonesian social media pertaining to Chinese Indonesians by analyzing comments posted on Facebook. Using Cultural Discourse Analysis (CuDA), we show how Chinese are depicted as the “other” in Indonesian discourse. We also unpack persuasive efforts to convince readers of Chinese Indonesians’ other-ness through such rhetorical terms as cina (racial slur against Chinese Indonesians) and pribumi (native, indigenous, non-Chinese). The functional accomplishment of such discourse works to (1) exert the power to determine indigeneity and inclusivity; and (2) solidify Chinese Indonesians’ position as non-native, and a scapegoat for problems in Indonesia. Findings from this study further our understanding of ways to analyze and unpack discursive construction in online communication. They also demonstrate how social media may amplify and/or construct social and political discourses.