POLITICAL IMAGE AND PERSONAL BRANDING ON THE YOUTUBE PLATFORM: A PUBLIC COMMUNICATION STUDY THROUGH DIGITAL COMMUNITY NETNOGRAPHY

POLITICAL IMAGE AND PERSONAL BRANDING ON THE YOUTUBE PLATFORM: A PUBLIC COMMUNICATION STUDY THROUGH DIGITAL COMMUNITY NETNOGRAPHY

• By Nazalia, Anisa Qiana;
• Jurnal Nasional Terakreditasi
• 62
• 1-14

Penelitian ini membahas pembentukan citra politik dan personal branding melalui platform digital, dengan fokus pada kanal YouTube Dedi Mulyadi. Analisis dilakukan terhadap video berjudul “Kaki
Lima Dibongkar–Pedagang Bahagia–Sampah Menumpuk di Pasteur Pun Sirna” yang menampilkan aksi langsung dalam penataan pedagang kaki lima dan kebersihan kota. Menggunakan metode analisis isi kualitatif yang dikombinasikan dengan analisis sentimen melalui Google Colab dan YouTube API, sebanyak 350 komentar penonton dianalisis. Hasil penelitian menunjukkan bahwa 74% komentar bersentimen positif, 17% netral, dan hanya 9% negatif. Dominasi sentimen positif menggambarkan efektivitas narasi visual dalam membentuk citra personal dan politik seorang pemimpin. Temuan ini mendukung teori bahwa tindakan otentik dan solutif yang dikomunikasikan melalui media sosial memiliki pengaruh lebih besar dibandingkan retorika politik verbal. Penelitian ini juga menegaskan
bahwa media digital memungkinkan partisipasi publik secara aktif, di mana audiens tidak hanya mengonsumsi konten, tetapi juga ikut serta membentuk narasi politik. Kesimpulannya, pemanfaatan
strategis YouTube dapat memperkuat keterhubungan emosional, meningkatkan kredibilitas, dan membangun citra positif tokoh publik di era komunikasi digital.

• Katakunci Analisis Sentimen, Branding, Komunikasi, Politik, YouTube
• URL https://ojs.unimal.ac.id/jspm
• Penerbit ,

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