The Impact of Populist Leadership on Social Cohesion in Indonesia’s Digital Age: A Netnographic Perspective

Abstract

This study aims to understand the use of digital media in populist leadership and its impact on social cohesion in the digital era. It addresses a research gap regarding populist leadership interactions, specifically how digital communication strategies can either encourage or hinder public participation in democracy. Two main research questions are posed: (1) How do populist leadership communication strategies utilize digital platforms to build power? (2) What is the impact of social cohesion fragmentation in Indonesian society due to digital communication? This study employs a netnographic method with a qualitative approach, analyzing comments on six YouTube channels—three supporting Jokowi (Total Politik, Cokro TV, Zulfan Lindan Unpacking) and three opposing him (Refly Harun Channel, RG Official, Akbar Faisal Uncensor). Findings reveal that President Joko Widodo’s populist communication strategy is evident in language style (persuasive, interactive, informative-educational, provocative), narratives (expository, artistic, suggestive), symbols (social media interaction, personalized messaging), and media channels (labeling content as fake news, delegitimization, and constructive messaging). Its impact on social cohesion includes polarization, conflict, and pseudo-solidarity. Therefore, populist leadership must be managed effectively to bridge differences, reduce conflicts, and strengthen unity in diversity.