Critical Discourse Analysis of the Framing of Agricultural Development in the Digital Communication of Regional Leaders in Southeast Sulawesi
DOI:
https://doi.org/10.66784/joss.v1i2.36Keywords:
Agriculture, Communication, Critical, Discourse, PolicyAbstract
This interdisciplinary study examines how agricultural development policies are framed and legitimized through the digital discourse of regional leadership in Indonesia. By analyzing a corpus of speeches, policy documents, and digital communications from YouTube, official websites, and social media by Governor Andi Sumangerukka of Southeast Sulawesi, we employ Critical Discourse Analysis (CDA) to deconstruct the linguistic strategies, metaphors, and narratives used to promote agricultural agendas. Our analysis reveals three key findings: first, the construction of "modern" agriculture through techno-populist discourse that combines revolutionary metaphors with populist rhetoric, creating a sense of urgency while obscuring implementation complexities; second, the dichotomous identity assignment that positions farmers as either "progressive champions" or "traditional obstacles" to digital transformation; third, the legitimization of certain policy choices through crisis framing of food security and competitive disadvantage. An agricultural expert evaluation demonstrates significant misalignment between these discursive frames and on-the-ground realities in Southeast Sulawesi, particularly regarding technological accessibility, farmer capacity, and sustainable resource management. The study concludes that digital political discourse functions primarily as a legitimization tool rather than a participatory mechanism, potentially exacerbating social polarization in the agricultural community. These findings offer critical insights for developing more accountable and inclusive agricultural communication policies that bridge the gap between political narratives and farming realities
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