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All Journal Global Komunika : Jurnal Ilmu Sosial dan Ilmu Politik
Dwinarko Dwinarko
Bina Sarana Informatika
Humanities Languange, Linguistic, Communication & Media Social Sciences

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Digital Storytelling and Audience Engagement in Agricultural Entrepreneurship Content: A Sentiment and Temporal Analysis of YouTube Community Responses Dwinarko Dwinarko
Global Komunika : Jurnal Ilmu Sosial dan Ilmu Politik Vol 9 No 1 (2026): Global Komunika Vol. 9 No. 1 2026
Publisher : FISIP UPNVJ

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Abstract

This study examines how digital storytelling shapes audience engagement with agricultural entrepreneurship content on YouTube through sentiment analysis and the temporal dynamics of comments. Using a mixed-methods computational social science approach, this study analyzed 141 public comments on a single agripreneurship video using engagement metrics, transformer-based sentiment classification, and time-series analysis. The results indicate a predominance of positive sentiment (70.2%), accompanied by communal engagement, reflected in a relatively high comment-to-reply ratio. The temporal pattern shows three main phases: initial playback, stabilization, and long-tail engagement, suggesting a loss of content relevance over time. These findings indicate that narratives of personal experiences serve as affective anchors, while utilitarian information sustains engagement. This study concludes that digital storytelling not only increases content visibility but also facilitates the collective and social legitimacy of agripreneurship practices. Contextually, this research broadens the understanding of audience engagement as a relational process that integrates affection, knowledge, and community within the video platform ecosystem.
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