Ritual Sholawat sebagai Strategi Political Public Relation caleg DPC PKB Gresik (Analisis Wacana Kritis pada Video YouTube @jokosembunggroup). (Sholawat Ritual as a Political Public Relations Strategy for DPC PKB Gresik Legislative Candidates (Critical Discourse Analysis on YouTube Video @jokosembunggroup)).

Permatasari, Cicik (2025) Ritual Sholawat sebagai Strategi Political Public Relation caleg DPC PKB Gresik (Analisis Wacana Kritis pada Video YouTube @jokosembunggroup). (Sholawat Ritual as a Political Public Relations Strategy for DPC PKB Gresik Legislative Candidates (Critical Discourse Analysis on YouTube Video @jokosembunggroup)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research attempts to analyse how politicians make use of the sholawat rite as a political communication strategy by legislative candidates of the DPC PKB Gresik in constructing their image and winning public support. Within the context of a religious community such as Gresik, sholawat, originally possessing spiritual significance, is right now being strategically employed as an instrument for political discourse rooted in culture and religion. This study employs a qualitative methodology utilising a Critical Discourse Analysis framework grounded in Norman Fairclough's paradigm. Data were gathered from three YouTube videos on the @jokosembunggroup channel that showcase political-themed sholawat activities. The analysis was performed at three tiers: micro (linguistic and symbolic structure), meso (video production and dissemination processes), and macro (social and cultural context). The employment of religious terminology and visual symbols, including turbans, caps, and party emblems, depicts the candidates as devout individuals aligned with conventional Islamic tenets. YouTube serves as a conduit to engage a broader audience, particularly the youth demographic that utilises digital media. This technique illustrates how religious principles can be employed in political communication to foster emotional intimacy with the community at a macro level. Research indicates that the practice of sholawat is regarded not merely as an act of devotion but also as a potent means of communication to cultivate an image and strengthen relationships with stakeholders. The candidate’s public perception is influenced by the frequent exhibition of religious symbols.

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