Sundanese Identity Politics as Embodied by Governor Dedi Mulyadi: Between Cultural Islam and Local Culture

Abstract

In the contemporary digital political landscape, identity serves as a strategic tool in shaping political image and electoral loyalty. This study examines the political representation of Sundanese identity in the digital content of Dedi Mulyadi, a West Java politician known for his down-to-earth communication approach via social media platforms such as YouTube and TikTok. Dedi Mulyadi presents himself as a leader deeply rooted in Sundanese culture and Islamic cultural values, while constructing an emotional and inclusive narrative of leadership. This research employs a qualitative approach using content analysis and thematic analysis to trace the cultural symbols, religious expressions, and visual and verbal narratives used in his content. Stuart Hall’s theory of representation serves as the analytical framework to understand how identity is constructed symbolically and performatively in the digital space. The findings reveal that Dedi Mulyadi consistently constructs his political identity through local symbols such as traditional attire, regional language, and narratives of approachable spirituality. This approach not only reinforces his image as a leader who is close to the people but also creates a strong emotional bond with his constituents. These findings highlight that identity politics is not always exclusive or divisive but can serve as an inclusive strategy for building solidarity and legitimacy. This study makes an important contribution to the field of digital political communication and the dynamics of identity representation in Indonesian local politics.