KOMUNIKASI POLITIK EDY MULYADI DALAM AKUN YOUTUBE PRIBADI KAJIAN PERSONALISASI: KAJIAN PERSONALISASI DAN STRATEGI KOMUNIKASI
Main Article Content
Abstract
his study explores Edy Mulyadi’s political communication on his personal YouTube channel by focusing on two core aspects: political personalization and alternative communication strategy. A descriptive qualitative design combined with Fairclough’s Critical Discourse Analysis was employed. Data were collected from 5–10 politically relevant videos using non-participant observation, verbatim transcription, visual documentation, and audience-comment analysis. Findings reveal that Edy constructs a personalized political identity by presenting himself as a spokesperson for marginalized communities through emotive language, Islamic symbols, casual attire, and physical proximity to grassroots subjects. He avoids party emblems, emphasizes authenticity, and cultivates an anti-elite image. His strategy is alternative: YouTube functions as a counter-hegemonic arena, free from mainstream media and party control, enabling unfiltered critiques of oligarchy, corruption, and social inequality to circulate widely. The resulting discourse underscores distributive justice, religious values, and inclusive nationalism. These insights demonstrate the capacity of digital media to operate as a site of political resistance and show that personalization can be an effective tool for fostering public trust within contemporary digital democracy.
Article Details
References
DAFTAR PUSTAKA
Alamsyah, V. U., Sinaga, P., Ugut, G., & Hulu, E. (2021a). MANAJEMEN PERUBAHAN KOMUNIKASI PARTAI POLITIK NEW WAVE: SEBUAH STUDI ETNOGRAFIS DI PARTAI PSI JAWA BARAT. 5, 11–27.
Alfiyani, N. (2018). Media sosial sebagai strategi komunikasi politik. Potret Pemikiran, 22(1).
Asari, H., Batubara, I., Tandjung, A. D. K., Lubis, W. F., Yazid, I., Nurdin, R., ... & Ibrahim, F. (2022). Al Jam'iyatul Washliyah: ulama, politik dan resiliensi. Centre For Al Washliyah Studies. For Al Washliyah Studies.
Enli, G. (2017). New media and politics. Annals of the International Communication Association, 41(3–4), 220–227. https://doi.org/10.1080/23808985.2017.1392251
Firmansyah, J., Apriansyah, A., & Leriska, N. T. (2023). KOMUNIKASI POLITIK DAN CITRA PARTAI (STUDI PADA PARTAI GELOMBANG RAKYAT INDONESIA KABUPATEN SUMBAWA). Jurnal Trias Politika, 7(1), 61–75.
Firstia Faradiba, K., & Budiman Annas, F. (n.d.). PENGARUH DAYA TARIK PESAN PADA KONTEN REVIEW RUMAH PARKVILLE, SENTUL CITY TERHADAP MINAT BELI KONSUMEN.
Hidayati, F. R. (2021). Komunikasi Politik dan Branding Pemimpin Politik Melalui Media Sosial: A Conceptual Paper. JURNAL LENSA MUTIARA KOMUNIKASI, 5(2), 145–161. https://doi.org/10.51544/jlmk.v5i2.2385
Ikhwan, A., & Wardani, S. B. E. (2022). Oposisi Masyarakat Sipil Kontra Hegemoni Negara Melalui Media Sosial Youtube di Era Pemerintahan Presiden Joko Widodo. Journal of Governance and Local Politics (JGLP), 4(1), 33-46
Kusuma, R. A. (2019). Media Baru dan Jurnalisme Warga: Sebagai Sumber “Hoax” dan “Black Campaign” pada Agenda Politik. In Jurnal Dakwah dan Pengembangan Sosial Kemanusiaan (Vol. 10, Issue 1). https://news.okezone.com/read/2017/02/19/337/1622335/ini-bukti-seword-com-media-abal-abal,
Nurdin, Ali. (2024). Revolusi dakwah. Lembaga Ladang Kata.
Saptya Mohamad Permana, R., Jimi Narotama Mahameruaji, dan, & Raya Bandung-Sumedang, J. K. (2018). STRATEGI PEMANFAATAN MEDIA BARU NET. TV UTILIZATION OF NEW MEDIA STRATEGY OF NET.TV. 17.
Videska, A. V. V. (2023). Komunikasi Politik Pks Dalam Meraih Suara Milenial Pada Instagram@ Pksmudacom (Bachelor's thesis, Fakultas Dakwah dan Ilmu Komunikasi Universitas Islam Negeri Syarif Hidayatullah Jakarta).
Wakhiddin, M. (2021). Strategi Komunikasi Politik Partai Persatuan Pembangunan Dalam Mendiseminasi Nilai-Nilai Islam Di Kabupaten Banjarnegara (Master's thesis, Institut Agama Islam Negeri Purwokerto (Indonesia)).
Wibasuri, A., Agus, I., Wibaselppa, A., & Mutiara, S. (2021). Pemanfaatan Media Sosial Dalam Meningkatkan Penjualan Bisnis Keripik Pisang Di Desa Kalidadi, Kalirejo Lampung Tengah. Jurnal Budimas, 4(1).
Yoedtadi, M. G. (n.d.). MEDIA ALTERNATIF DI ERA DIGITAL: MELAWAN KAPITALISME MEDIA BARU. https://www.researchgate.net/publication/348879580