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All Journal Jurnal Ilmiah Mahasiswa Pendidikan Seni, Drama, Tari & Musik Jurnal Pengabdian Magister Pendidikan IPA G-Couns: Jurnal Bimbingan dan Konseling Jurnal Ilmiah Wahana Pendidikan Enggang: Jurnal Pendidikan, Bahasa, Sastra, Seni, dan Budaya At Tawasul: Jurnal Komunikasi dan Penyiaran Islam JURNAL PERMADI: PERANCANGAN, MANUFAKTUR, MATERIAL DAN ENERGI Jurnal Bastra (Bahasa dan Sastra) Logic : Jurnal Rancang Bangun Dan Teknologi Jurnal Bisnis Event Gudang Jurnal Multidisiplin Ilmu Ininnawa: Jurnal Pengabdian Masyarakat Triwikrama: Jurnal Ilmu Sosial Indonesian Journal of Dedication and Educations Al-Tarbiyah: Jurnal Ilmu Pendidikan Islam Cendikia Pendidikan Edumanajerial : Journal of Educational Management Journal Education And Islamic Studies Globe: Publikasi Ilmu Teknik, Teknologi Kebumian, Ilmu Perkapalan Ophthalmologica Indonesiana Cateris Paribus Journal Perkembangan Kajian Sosial
Anisa Fitri
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Journal : At Tawasul: Jurnal Komunikasi dan Penyiaran Islam

 1 
KOMUNIKASI POLITIK EDY MULYADI DALAM AKUN YOUTUBE PRIBADI KAJIAN PERSONALISASI: KAJIAN PERSONALISASI DAN STRATEGI KOMUNIKASI Annisa Fatika; Anisa Fitri; Nurhalijah Patonah Siregar; Ibrahim Naufik; Ripqi Ramadhan Harahap; Muhamad Dimas Nugroho
AT-TAWASUL Vol 4 No 2 (2025): At Tawasul
Publisher : Program Studi Komunikasi dan Penyiaran Islam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51192/ja.v4i2.1944

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.
Co-Authors Adita Yulinda Gunawan Adita Yulinda Gunawan Adiva Nuris Safira Afifah Nabila Aina, Asri Nur Ajeng Widyaningrum Kusuma Wardhani Andika Rakryan Mahardika Annisa Fatika Dahlanuddin Dodi Suryadi Elisabeth Karamoy Etty Kongrat Eva Delia Putri Siahaan Evan Gunawan Fahrul Razi Ishaq Ibrahim Fakhri Salman Mussyafa Fathar Fathan Mubin Fazhar Sumantri Febrianto Syam Feyza Rizqia Ramadhani Fiqra Arla Muhzaib Fitrahtul Isnah Hanifa Aisyah Herlina Sakawati Ibrahim Naufik Iffa Alfiyyah Septianty Ikmal Maulana Ilham Muhammad Intan Fitria Mahmud Intan Fitria Mahmud Irda Fiqri Immawan Islakhul Nailil Umami Iyan Radmad Amaliansyah Jennifer Natalia Christsanta Khaerul Pahmi Lalu rifaldy Fadly Lalu Wirejunap Matoati, Rindang Miftahir Rizqa Mochamad Ghulam Isaq Khan Muhamad Dimas Nugroho Muhammad Hatta Muhammad Nur Muhammad Yasin Siregar Muhammad Zikrurridho AFwani Nana Mardiana NINA AGUSTINA Nurhalijah Patonah Siregar Nurhaliza, Nurhaliza Nurul Ayuni Okfrida Hidayati Oky Nur Pratiwi Johansyah Prakoso, Ahmad Andryan Prasetya, Bayu Putri Dzakilla Handayani Radhiatul Husni Ripqi Ramadhan Harahap Risnawati Risnawati Risnawati Saputra, Ade Akhmad Sipahutar, Wahyu Solafide Solikhah Solikhah Sowfiah Handini Dwi Wan Tri Sulmiah Tengku Hartati Tri Supadmi Yetrina Yushfi Shabrina Hidayati