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All Journal Community: Jurnal Hasil Penelitian dan Pengabdian Masyarakat
Franz Manuel
Universitas Singaperbangsa Karawang
Education Public Health Social Sciences

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Representations of Pramono Anung’s Leadership in Weekly Instagram Activity Videos: A Multimodal Discourse Analysis Franz Manuel; Dadan Kurniansyah; Sopyan Resmana Adiarsa
Community: Jurnal Hasil Penelitian dan Pengabdian Masyarakat Vol. 5 No. 1 (2026): Action Research and Community Development
Publisher : Perkumpulan Dosen Tarbiyah Islam Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61166/community.v5i1.338

Abstract

This study aims to analyze how multimodal elements are utilized to construct and legitimize the representation of the Governor of Jakarta’s leadership in weekly activity videos published on the Instagram account @pramonoanungw during January–March 2026. The research employs a qualitative method with a Critical Multimodal Discourse Analysis (MCDA) approach. The data consist of 10 weekly activity videos comprising 67 scenes, which were subsequently reduced to 13 selected scenes as the units of analysis. The analysis applies Kress and van Leeuwen’s Grammar of Visual Design to examine representational, interactional, and compositional meanings, complemented by Machin and Mayr’s concepts of iconography and exclusion. The findings reveal that leadership representation is constructed through five dominant typologies: technocratic, populist, collaborative, cultural-inclusive, and responsive leadership. The most dominant legitimation strategy is rationalization, which portrays leadership through technical competence in addressing public issues, infrastructure development, public service delivery, and governmental coordination. At the same time, the critical analysis identifies practices of exclusion that marginalize policy conflicts, public criticism, and implementation constraints. These findings indicate that weekly activity videos function not only as instruments of governmental information dissemination but also as mechanisms for leadership representation and the production of political legitimacy in the digital public sphere.
Co-Authors Dadan Kurniansyah Sopyan Resmana Adiarsa