Political Expression on YouTube During the 2019 Presidential Election Campaign With Uses and Dependency Perspective

Abstract

This study wants to see political expressions on Youtube during the election campaign. Through the perspective of the Uses and Dependency that sees active users in using the media and the interaction with social and media systems, qualitative content analysis of comments from selected Youtube political content was carried out. Results show that Youtube facilitates political expression through comments with various forms of emotions (happy, curious, denial, sympathy, disappointment, excitement, anger, others). Comments were obtained as an effect of using YouTube, in the form of attitudes and statements about political choices. Content production also raises comments that trigger prosumer to be more creative and consumer to continue using youtube even though there are other media alternatives. Keywords— campaign, emotion, political expression, Uses and Dependency, youtube