Spektakel Digital dan Gimik Politik Dedy Mulyadi Dalam Komunikasi Politik
DOI:
https://doi.org/10.35891/jyk0gv45Keywords:
Alpha Generation, TikTok, Sharing Content, Social Discourse, Digital LiteracyAbstract
This study focuses on the strategic use of spectacle and performative symbolism. Using a qualitative approach and Fairclough's Critical Discourse Analysis model, data was obtained from Instagram videos uploaded via the @dedimulyadi71 account between March and May 2025. The findings show that emotional actions such as crying over environmental damage, swimming in polluted rivers, and taking off shirts in front of crowds are forms of symbolic performance aimed at building emotional resonance with the public. This spectacle practice also shapes the image of populist leadership while affirming Sundanese cultural identity as a counter-narrative to the dominance of the central elite. This study concludes that locally-based digital political communication can shape electoral engagement and strengthen cultural legitimacy in the digital age.
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