CRITICAL DISCOURSE ANALYSIS OF IMAGE-MAKING IN DEDI MULYADI’S YOUTUBE CHANNEL
Keywords:
Critical Discourse Analysis, Political Image, YouTube CommunicationAbstract
This study analyzes the political image-building strategies employed by Dedi Mulyadi through his YouTube video titled “INI PENJELASAN KDM PADA REMAJA YANG KECEWA KARENA RUMAHNYA DIBONGKAR.” The research aims to explore how Dedi Mulyadi constructs and manages his public image as a populist leader through discourse and media representation. The study adopts Teun A. Van Dijk’s Critical Discourse Analysis (CDA) framework, which integrates three analytical dimensions: text structure, social cognition, and social context. Using a qualitative descriptive approach, the research examines how linguistic choices, narrative organization, and rhetorical strategies contribute to shaping perceptions of power, empathy, and leadership. The findings reveal that Mulyadi strategically frames his authority as both rational and compassionate by employing paternalistic language and rhetorical questions that emphasize moral and social responsibility. His discourse transforms issues of structural inequality such as housing evictions into narratives of individual morality and gratitude. Through controlled media presentation on his personal YouTube channel, Mulyadi redefines potential criticism into opportunities for moral teaching and image reinforcement. The study concludes that YouTube functions not merely as a communication platform but as a tool of narrative control, allowing political figures like Mulyadi to recontextualize social conflicts and strengthen their image as pro-people leaders.
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Copyright (c) 2025 Vinne Anggia Marchelita, Iwan DJoko Prasetyo, Redi Panuju, Supari Muslim, Otto Fajarianto, Nur'annafi Farni Syam Maela
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