ANALISIS TEMATIK KOMENTAR YOUTUBE PADA KAMPANYE ANIMASI PRABOWO: MEMBACA POLARISASI OPINI PUBLIK DI RUANG DIGITAL

Abstract

Public opinion polarization has become an increasingly prominent socio-political phenomenon alongside the intensification of political communication in digital spaces. YouTube functions not only as a platform for campaign message dissemination but also as a public arena where support, opposition, and symbolic conflict among political groups are articulated. This study aims to identify the main themes emerging in the comment section of Prabowo’s animated campaign video on YouTube, analyze the forms of public opinion polarization, and examine tendencies toward opinion homogeneity. The study employs a qualitative approach using thematic analysis based on Braun and Clarke’s framework. The findings reveal five dominant themes: affective political support for the Prabowo–Gibran ticket, visual-based political legitimacy and campaign creativity, in-group versus out-group polarization, criticism and delegitimization of rival candidates, and narratives of political frustration and cynicism. Public opinion polarization is primarily driven by emotional and symbolic expressions rather than programmatic debate. Although certain opinion groups dominate the discussion, the comment space has not fully developed into a closed echo chamber, as alternative viewpoints remain present. This study recommends the development of more dialogical digital political communication strategies to mitigate affective polarization in online public spaces.