The Construction of Meaning and Sentiment: Agricultural Representation on YouTube in Indonesia
This study examines how the farming profession is portrayed and understood on YouTube, a platform that has received little attention in previous academic work. Drawing on Stuart Hall’s theory of representation and using a digital ethnography approach, the research analyzes six selected YouTube vide...
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| Format: | Article |
| Language: | English |
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Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung
2025-03-01
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| Series: | Society |
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| Online Access: | https://societyfisipubb.id/index.php/society/article/view/804 |
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| author | Muhammad Umaruddin Ahmad Febriansyah Nabila Tahira |
| author_facet | Muhammad Umaruddin Ahmad Febriansyah Nabila Tahira |
| author_sort | Muhammad Umaruddin |
| collection | DOAJ |
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This study examines how the farming profession is portrayed and understood on YouTube, a platform that has received little attention in previous academic work. Drawing on Stuart Hall’s theory of representation and using a digital ethnography approach, the research analyzes six selected YouTube videos, identified through the PRISMA method. Through thematic analysis using ATLAS.ti, the study identifies key symbolic representations, while sentiment analysis with AI Studio categorizes audience responses as positive, negative, or neutral. The findings suggest that video formats—such as monologues, vlog-style storytelling, and complex editing—contribute to diverse portrayals of farmers. Negative portrayals, as seen in Indonesia Terancam Krisis Petani Muda (CNN Indonesia), tend to reinforce views of farming as difficult and economically insecure. On the other hand, videos like Pengantin Baru Lulusan Sarjana Sukses Jadi Petani (Wong Ladangan) offer more positive narratives, showing farming as a viable and rewarding profession. This study contributes to discussions on digital representation by showing how online media shape public perceptions of professional identities. It also provides practical insights for agricultural policymakers and content creators to rethink how farming is communicated to the public, particularly to younger audiences.
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| format | Article |
| id | doaj-art-8ead62ec8cbf4cccbefb58c8cc82b9cc |
| institution | OA Journals |
| issn | 2338-6932 2597-4874 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Laboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka Belitung |
| record_format | Article |
| series | Society |
| spelling | doaj-art-8ead62ec8cbf4cccbefb58c8cc82b9cc2025-08-20T02:36:16ZengLaboratorium Rekayasa Sosial, Jurusan Sosiologi, FISIP Universitas Bangka BelitungSociety2338-69322597-48742025-03-0113110.33019/society.v13i1.804The Construction of Meaning and Sentiment: Agricultural Representation on YouTube in IndonesiaMuhammad Umaruddin0https://orcid.org/0009-0007-3673-8540Ahmad Febriansyah1https://orcid.org/0009-0001-0909-0351Nabila Tahira2https://orcid.org/0009-0003-3374-8277University of IndonesiaMonash UniversitySriwijaya University This study examines how the farming profession is portrayed and understood on YouTube, a platform that has received little attention in previous academic work. Drawing on Stuart Hall’s theory of representation and using a digital ethnography approach, the research analyzes six selected YouTube videos, identified through the PRISMA method. Through thematic analysis using ATLAS.ti, the study identifies key symbolic representations, while sentiment analysis with AI Studio categorizes audience responses as positive, negative, or neutral. The findings suggest that video formats—such as monologues, vlog-style storytelling, and complex editing—contribute to diverse portrayals of farmers. Negative portrayals, as seen in Indonesia Terancam Krisis Petani Muda (CNN Indonesia), tend to reinforce views of farming as difficult and economically insecure. On the other hand, videos like Pengantin Baru Lulusan Sarjana Sukses Jadi Petani (Wong Ladangan) offer more positive narratives, showing farming as a viable and rewarding profession. This study contributes to discussions on digital representation by showing how online media shape public perceptions of professional identities. It also provides practical insights for agricultural policymakers and content creators to rethink how farming is communicated to the public, particularly to younger audiences. https://societyfisipubb.id/index.php/society/article/view/804AgricultureFarmersSentiment AnalysisSocial Representation |
| spellingShingle | Muhammad Umaruddin Ahmad Febriansyah Nabila Tahira The Construction of Meaning and Sentiment: Agricultural Representation on YouTube in Indonesia Society Agriculture Farmers Sentiment Analysis Social Representation |
| title | The Construction of Meaning and Sentiment: Agricultural Representation on YouTube in Indonesia |
| title_full | The Construction of Meaning and Sentiment: Agricultural Representation on YouTube in Indonesia |
| title_fullStr | The Construction of Meaning and Sentiment: Agricultural Representation on YouTube in Indonesia |
| title_full_unstemmed | The Construction of Meaning and Sentiment: Agricultural Representation on YouTube in Indonesia |
| title_short | The Construction of Meaning and Sentiment: Agricultural Representation on YouTube in Indonesia |
| title_sort | construction of meaning and sentiment agricultural representation on youtube in indonesia |
| topic | Agriculture Farmers Sentiment Analysis Social Representation |
| url | https://societyfisipubb.id/index.php/society/article/view/804 |
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