Beyond Political Branding: Political Silat as a Cultural Framework for Digital Leadership Communication

Abstract

This article examines Prabowo Subianto’s political strategy as represented through the Total Politik YouTube channel by analyzing the construction of political imagery and soft power practices within the framework of “political silat.” In the context of Indonesia’s evolving digital democracy, political legitimacy is increasingly shaped not only through institutional mechanisms but also through the ability to construct narratives, symbols, and public representations across digital platforms. This research employs a qualitative approach utilizing content analysis and political discourse analysis to investigate how Prabowo’s political identity is produced and communicated through digital media. The data were derived from three major episodes of the Total Politik YouTube channel that extensively addressed Prabowo’s political strategies and maneuvers during the 2024–2025 period. The findings indicate that Prabowo’s political image is constructed through three interconnected dimensions: power reconciliation, cultural symbolism, and the moral discourse of nationalism. These dimensions illustrate a strategic transformation from a predominantly confrontational political orientation toward a soft power approach emphasizing negotiation, adaptability, and symbolic legitimacy. The study argues that “political silat” represents a culturally embedded model of power communication that combines firmness and flexibility in managing political relations. This research contributes to broader discussions on political communication, digital media, and the role of local cultural frameworks in understanding contemporary leadership strategies within democratic societies.