Politik Di Era Tiktok : Strategi Komunikasi Politik Dedi Mulyadi Gubernur Jawa Barat
Main Article Content
Yoga Awaluddin
Zulaikha
Didik Sugeng Widiarto
Penelitian ini bertujuan menganalisis strategi komunikasi politik Gubernur Jawa Barat, Dedi Mulyadi, di platform TikTok (@dedimulyadiofficial) pada periode April–Mei 2025. Latar belakang penelitian didasari pada pergeseran interaksi politik menuju media sosial, di mana TikTok berperan sebagai kanal “politainment” yang mampu menjangkau sekaligus melibatkan generasi muda. Metode yang digunakan adalah kualitatif deskriptif dengan analisis konten tematik pada 180 video serta pengamatan metrik performa—termasuk pertumbuhan pengikut (+14,74% dalam 18 hari), rata-rata views (402.163 per video), dan engagement rate (7,34%). Hasil penelitian mengungkap lima strategi utama: (1) narasi “pemimpin yang hadir langsung” untuk membangun citra heroik-emotif; (2) gaya soft-power santai namun bermakna; (3) dialog interaktif disertai solusi konkret; (4) tantangan sosial (challenge) untuk meningkatkan partisipasi publik; dan (5) satire terhadap elitisme politik. Kelima strategi tersebut terbukti efektif dalam menciptakan kedekatan emosional, membentuk “affective trust,” serta memaksimalkan jangkauan dan partisipasi pengguna TikTok. Temuan ini menegaskan pentingnya keaslian, responsivitas, dan keterlibatan emosional sebagai faktor kunci dalam komunikasi politik digital.
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