STRATEGI KOMUNIKASI DAVE LAKSONO DALAM MEMBANGUN POPULISME PADA AKUN INSTAGRAM @SAHABATDAVELAKSONO
DOI:
https://doi.org/10.63754/jcn.v4i3.172Keywords:
populisme digital, media sosial, Instagram, komunikasi politik, kualitatif deskriptifAbstract
Penelitian ini dilatarbelakangi oleh transformasi komunikasi politik di era digital yang menjadikan Instagram sebagai ruang strategis bagi politisi untuk membangun narasi, citra, dan kedekatan dengan publik, sekaligus membuka ruang bagi kemunculan populisme digital. Penelitian ini bertujuan mengidentifikasi dan mengklasifikasikan konten akun Instagram @sahabatdavelaksono berdasarkan representasi populisme di dalamnya, dengan mengacu pada indikator ideasional populisme Mudde dan Kaltwasser, serta mendeskripsikan strategi komunikasi populis yang digunakan Dave Laksono dalam produksi kontennya. Penelitian ini menggunakan paradigma konstruktivisme dengan metode kualitatif deskriptif. Data dikumpulkan melalui dokumentasi digital, studi dokumen, dan wawancara mendalam sebagai triangulasi sumber, kemudian dianalisis menggunakan model interaktif Miles dan Huberman melalui reduksi data, penyajian data, serta penarikan kesimpulan dan verifikasi. Hasil penelitian menunjukkan bahwa representasi populisme dalam akun ini terkelompok ke dalam tiga kategori utama, yaitu rakyat, politik, dan sosial, dengan populisme yang berorientasi pada rakyat (people-centrism) dan bersifat partisipatif, bukan populisme anti-sistem yang konfrontatif. Meskipun demikian, verifikasi silang terhadap sampel unggahan menunjukkan bahwa register kerakyatan tersebut hadir secara selektif, sementara konten bertema kelembagaan-teknokratis justru lebih dominan secara kuantitatif.
References
Aldiansyah, A., & Ramli, M. R. (2026). Dedi Mulyadi's populism in building political communication through social media content. Jurnal Impresi Indonesia, 5(3). https://doi.org/10.58344/jii.v5i3.7616
Amalia, R., Putri, S. A., & Wibowo, H. (2023). Instagram sebagai sarana komunikasi politik visual dan interaktif. Jurnal Komunikasi Politik Indonesia, 8(2), 112–128.
Ardha, B., & Siregar, N. (2021). Instagram sebagai media kampanye politik: Analisis strategi visual storytelling dalam pemilihan kepala daerah. Jurnal Ilmu Komunikasi, 13(2), 145–160.
Ariadi, S. D., Razani, N. A., Castity, N. A., & Lesmana, V. A. (2024). Visual dramatization of political campaigns on social media: Multimodal analysis of Instagram accounts of presidential candidates in the 2024 General Election. Ekspresi dan Persepsi: Jurnal Ilmu Komunikasi, 7(3), 598–615. https://doi.org/10.33822/jep.v7i3.8960
Arifin, F., Tedjabuwana, R., Wiyono, S., & Abdullah, M. K. B. (2025). Indonesia's identity politics and populism: Disruption to national cohesion. Jurnal Civics: Media Kajian Kewarganegaraan, 22(1), 166–175.
Barton, G., & Yilmaz, I. (2021). Political mobilisation of religious, chauvinist, and technocratic populists in Indonesia and their activities in cyberspace. Religions, 12(10), 822. https://doi.org/10.3390/rel12100822
Bavili, N. (2023). The impact of new social media technologies on the populist phenomenon. European Journal of Humanities and Social Sciences, 3(3), 97–101. https://doi.org/10.24018/ejsocial.2023.3.3.465
Berger, P. L., & Luckmann, T. (1966). The social construction of reality: A treatise in the sociology of knowledge. Doubleday.
Bluc, A. M., Yilmaz, I., Norrie, R., De Groot Heupner, S., Morieson, N., & Belanger, M. J. (2026). The emotional logic of populist communication: A systematic review. Information, Communication & Society. Advance online publication. https://doi.org/10.1080/1369118X.2026.2639567
Castells, M. (2010). Communication power. Oxford University Press.
Chadwick, A. (2017). The hybrid media system: Politics and power (2nd ed.). Oxford University Press.
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.
Ekman, M., & Widholm, A. (2017). Political communication in an age of visual brevity. Annals of the International Communication Association, 41(3), 175–193.
Engesser, S., Ernst, N., Esser, F., & Büchel, F. (2017). Populism and social media: How politicians spread a fragmented ideology. Information, Communication & Society, 20(8), 1109–1126. https://doi.org/10.1080/1369118X.2016.1207697
Gerbauto, P. (2018). The digital party: Political organisation and online democracy. Pluto Press.
Hadiz, V. R., & Robison, R. (2017). Competing populisms in post-authoritarian Indonesia. International Political Science Review, 38(4), 488–502.
Hidayat, R. (2025). Prior studies on Indonesian populism: Historical context, core elements, and blind spots. Journal of Governance and Local Politics (JGLP), 7(1), 64–94. https://doi.org/10.47650/jglp.v7i1.1763
Holmes, D. (2012). Communication theory: Media, technology and society. SAGE Publications.
Jagers, J., & Walgrave, S. (2007). Populism as political communication style: An empirical study of political parties' discourse in Belgium. European Journal of Political Research, 46(3), 319–345. https://doi.org/10.1111/j.1475-6765.2006.00690.x
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003
Kusumawardani, D. (2022). Storytelling dan politik citra di era digital. Jurnal Komunikasi Politik Indonesia, 7(2), 101–114.
Laclau, E. (2005). On populist reason. Verso.
Lincoln, Y. S., & Guba, E. G. (1985). Naturalistic inquiry. SAGE Publications.
Littlejohn, S. W., & Foss, K. A. (2009). Encyclopedia of communication theory. SAGE Publications.
Margiansyah, D. (2019). Populisme di Indonesia: Dinamika persaingan dan transformasi menjelang kontestasi elektoral. Jurnal Ilmu Sosial dan Ilmu Politik, 22(3), 201–215.
McLuhan, M. (1964). Understanding media: The extensions of man. McGraw-Hill.
Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook (2nd ed.). SAGE Publications.
Moffitt, B. (2016). The global rise of populism: Performance, political style, and representation. Stanford University Press.
Moffitt, B. (2022). Populism (2nd ed.). Polity Press.
Moser, A., & Korstjens, I. (2017). Series: Practical guidance to qualitative research. Part 3: Sampling, data collection and analysis. European Journal of General Practice, 24(1), 9–18. https://doi.org/10.1080/13814788.2017.1375091
Mudde, C. (2004). The populist zeitgeist. Government and Opposition, 39(4), 541–563. https://doi.org/10.1111/j.1477-7053.2004.00135.x
Mudde, C., & Kaltwasser, C. R. (2017). Populism: A very short introduction. Oxford University Press.
Putri, A. D., & Santosa, H. P. (2023). Instagram dan komunikasi politik generasi muda: Analisis resepsi audiens. Jurnal Komunikasi, 15(1), 45–62.
Rohmah, N., & Meriwijaya, R. (2025). Transformasi komunikasi politik di era digital: Dari searah ke dialog partisipatif. Jurnal Ilmu Komunikasi, 17(1), 33–50.
Sitio, V. S., et al. (2025). Populisme digital Okta Kumala Dewi di Instagram. Jurnal Komunikasi Politik, 10(1), 1–15.
Sugiyono. (2019). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Suryadi, D., & Melisa, R. (2023). Visual storytelling dalam kampanye politik digital. Jurnal Komunikasi Visual, 9(2), 87–102.
Taggart, P. (2000). Populism. Open University Press.
Tinta Indonesia. (2025). Permanent campaigning politisi Indonesia di media sosial. Tinta Indonesia.
Van Dijk, J., & Poell, T. (2013). Understanding social media logic. Media and Communication, 1(1), 2–14. https://doi.org/10.17645/mac.v1i1.70
Van Dijk, T. A. (2015). Critical discourse analysis. In D. Tannen, H. E. Hamilton, & D. Schiffrin (Eds.), The handbook of discourse analysis (2nd ed., pp. 466–485). Wiley Blackwell.
We Are Social & Kepios. (2024). Digital 2024: Global overview report. We Are Social.
Weyland, K. (2001). Clarifying a contested concept: Populism in the study of Latin American politics. Comparative Politics, 34(1), 1–22. https://doi.org/10.2307/422412
Yilmaz, I., et al. (2026). Digital populism: A systematic review of affective, personal, and platform-based communication. Information, Communication & Society. Advance online publication.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Michael Dian Nugraha, Muhammad Ruslan Ramli
This work is licensed under a Creative Commons Attribution 4.0 International License.
