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All Journal ILMU KELAUTAN: Indonesian Journal of Marine Sciences Jurnal Ilmiah Mahasiswa FEB Jurnal Kesehatan Andalas JURNAL PENDIDIKAN TAMBUSAI HOSPITAL MAJAPAHIT (JURNAL ILMIAH KESEHATAN POLITEKNIK KESEHATAN MAJAPAHIT) JURNAL BISNIS & AKUNTANSI UNSURYA Journal of Sylva Indonesiana Inovasi Pendidikan: Jurnal Pendidikan Jurnal Agrium Jurnal Ners Jurnal AKMAMI (Akuntansi Manajemen Ekonomi) Ekonomi Bisnis Manajemen dan Akuntansi (EBMA) Hospital Majapahit : Jurnal Ilmiah Kesehatan Politeknik Kesehatan Mojokerto Arcitech: Journal of Computer Science and Artificial Intelligence Jurnal Keperawatan Merdeka Fusion : Jurnal Pengabdian Kepada Masyarakat Journal of Medical Laboratory Research Jurnal Bisnis dan Manajemen (JURBISMAN) Jurnal Multidisipliner Kapalamada IIJSE Jurnal Kajian Islam dan Sosial Keagamaan Jurnal Pengabdian Masyarakat dan Riset Pendidikan Global Forest Journal Jurnal Pengabdian Masyarakat Jurnal Intelek Dan Cendikiawan Nusantara Jurnal Ilmiah Nusantara Berkala Forum Studi Transportasi antar Perguruan Tinggi Journal of Multidimensional Management Jurnal Kegiatan Pengabdian Mahasiswa (JKPM) Jurnal Ekonomi Syariah
Rizka Amelia
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Journal : IIJSE

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Bahasa Inggris Bahasa Inggris Amelia, Rizka
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 9 No 1 (2026): Sharia Economics
Publisher : Universitas KH. Abdul Chalim Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v9i1.8403

Abstract

The rapid development of the digital era, public communication has undergone a major transformation such as public figures are no longer limited to formal bureaucrats, but also reaching popular figures from the entertainment world such as artists. Popularity, extensive social media networks, and the ability to build emotional closeness with the public, make celebrities ideal figures in conveying strategic government messages. One important event that reflects this shift is the appointment of Raffi Ahmad as the Special Envoy of the President of the Republic of Indonesia for the Development of the Young Generation and Arts Workers in 2024. This group of Young Generation and Arts Workers is known to have dynamic, expressive communication characteristics, and tends to be critical of formal, bureaucratic, and rigid communication styles. Raffi Ahmad's appointment has drawn various reactions, ranging from enthusiastic support to skeptical criticism. Therefore, the focus of this study, namely the communication style of Raffi Ahmad as an authoritative and popular figure, is very important to study.This research refers to the communication style theory by Hamilton, (2011) which provides a framework for the forms of communication patterns and dimensions of communication styles that are dominantly used by Raffi Ahmad in managing images and messages related to his role as special presidential envoy for the Development of Young Generation and Arts Workers. Descriptive quantitative methodology and data collection were carried out through content analysis of visual posts from the Instagram account @ukp_muda_raffiahmad which were then analyzed using Klaus Krippendorf content analysis. The results of the study show that Raffi Ahmad’s communication style is flexible and adaptive. The dominant style was used most frequently (40%), followed by the dramatic style (26.7%), friendly style (26.7%), and relaxed style (6.7%). The content topics included social issues (46.7%), politics (33.3%), and entertainment (20%). The communication patterns observed were informative (33.3%), self-image building (26.7%), calls to action and appreciation (16.7% each), and persuasion (6.7%). The visual communication strategy was supported by the use of “illustrator” gestures (43.3%) and semi-formal attire (56.7%). Findings also indicate that posts employing dramatic and relaxed communication styles tended to receive highly positive audience responses, while dominant styles in political content triggered resistance and negative comments. The study concludes that the effectiveness of public communication by non-political figures in the digital era is significantly influenced by the alignment between communication style, content topic, media format, and public perception of the figure’s role. Adapting communication styles based on empathy, participation, and emotional engagement is key to building credibility and strong connections in the digital public sphere. Keywords: Content Analysis, Public Communication Style, Instagram, Raffi Ahmad.
Co-Authors Adilla, Firliana Afrizal Ahmad Ardiansyah Ahmad Fuadi Ahmad Hisyam Pulungan Amri, M. Raihan Anton Purnama Anwar Hidayat Anwar Hidayat, Khoirotunnisa, Elsa Aprilia, Hasan Maliki Anwar, Pradika Dwi Anggraini, Nabila Rizky, Solihin Nasution, Mawaddatirrohmana Al- Amin, Khairurrijal Ar-Rifa'i, Ahmad Aravik, Havis Ariadi Ariadi Arida Susilowati Iswanto Astrid Fauzia Dewinta Aulia Novia Putri Basyuni, M Chelsy Sipayung Choiriyah Choiriyah Choiriyah Choirunnisak, Choirunnisak Deni Elfiati Desrita Desrita Devi Mediarti Dewi, Kadek Ayu Sutrisna Dianing Widya Kusumastuti DWI SURYANTO Enni Suhenni Faizal, Moh. Fathonah Nur Imamah Fatmawati, Fatmawati Febriandi Febriandi, Febriandi Feri Faila Sufa, Feri Faila Harahap, Anggita Amelati Hasimi, Davit Hendrival Hendrival Hiskia Rahmadani Husaini Husnul Khatimah Ibnu Abdillah Imamah, Fathonah Nur Innek Safitri Ipanna Enggar Susetya Ipanna Enggar Susetya, Ipanna Enggar Irvan Itchika Sivaipram Jeshinta Olivia Fentari Julia Khairina Adlin Julia Syahriani Hasibuan Juniandayu Putri, Reza Kajita, Tadashi Khoirotunnisa, Elsa Aprilia, Hasan Maliki Anwar, Pradika Dwi Anggraini, Nabila Rizky, Solihin Nasution, Mawaddatirrohmana Al-Amin, Khairurrijal Khoirudin, Rifki Lutfiah Lutfiah Mardikawati, Budi Maulana, Rafli Firman Mohammad Basyuni Muhammad Tahir Muhammad Zyldanvi Bahri Murdani, Risya Nizar, Mardyana Nurmaya Nita Nuryufa Maura Purnama, Nadia Ika Rahmulia Ratno, Suyit Rini Widyastuti Rizal, Anis Syamsu Rizki, Yovan Rosa Aprilia Saputra, Angga Aldi Seprida Hanum Harahap, Seprida Hanum Sri Wahyuni Subian to Susilawati, Susilawati Syahputri, Khoirani Syaiful Azmi Syokumawena, Syokumawena Usnawiyah, Usnawiyah Widhoyoko, Yudhistiro Pandu Winda Sari Yuntha Bimantara Yusuf Nurdin, Muhammad