Analyzing Joko Widodo's Pandemic Rhetoric on Instagram: Insights into Political Communication, Populism, and Crisis Management

Abstract

This study examines Joko Widodo's rhetoric on Instagram during the pandemic. This study is significant for several reasons; social media has become an indispensable channel for political leaders to communicate with their constituents, particularly during crises such as the Covid-19 pandemic. By analyzing the language, tone, and themes of President Widodo's Instagram posts from January to December 2021, researchers can gain insight into his communication strategy and the extent to which it may have influenced public opinion and behavior. In addition, by analyzing President Widodo's Instagram posts, we can better understand populism's role in political communication during the pandemic. Populist rhetoric frequently makes emotional appeals and aims to create a sense of "us versus them," which can effectively mobilize support but can also lead to polarization and division. President Jokowi consciously refrained from portraying himself as a hero or savior, contrary to what is commonly observed in the communication patterns of some leaders during crises. Instead, Jokowi emphasized the importance of unity, community cohesion, and adherence to public health regulations. By doing so, President Jokowi intended to cultivate a sense of shared responsibility and encourage individuals to participate in the fight against the pandemic.