MEDIATED POPULISM AND ISLAMIC POLITICAL COMMUNICATION: EXAMINING ZOHRAN MAMDANI'S DIGITAL CAMPAIGN STRATEGY IN NEW YORK CITY

Ruslan Padli; Sandy Firman Ramdhani; Edison Bonar Tua Hutapea

doi:10.32332/r6a76225

Authors

Ruslan Padli Universitas Paramadina
Sandy Firman Ramdhani Universitas Paramadina
Edison Bonar Tua Hutapea Universitas Paramadina

DOI:

https://doi.org/10.32332/r6a76225

Keywords:

Mediated Populism, Islamic Political Communication, Digital Campaign, Zohran Mamdani, Social Media

Abstract

The rapid development of digital media has transformed political communication practices, enabling political actors to engage directly with the public through social media platforms. This study examines Zohran Mamdani's digital campaign strategy from the perspectives of Mediated Populism and Islamic Political Communication. The novelty of this research lies in its integration of mediated populism theory with Islamic political communication to analyze the digital political communication of a Muslim politician in a multicultural Western context. This research employs a qualitative approach using content analysis methods. Data were collected from Zohran Mamdani's official social media accounts, including Instagram, TikTok, Facebook, X (Twitter), and YouTube, as well as journal articles, books, and media reports related to the research topic. The data were analyzed through data reduction, thematic categorization, interpretation, and conclusion drawing based on the dimensions of people-centeredness, anti-elitism, and popular sovereignty, as well as Islamic political communication values such as Muslim identity representation, social justice, inclusivity, and ethical communication. The findings reveal that Mamdani consistently utilizes digital media to construct a people-centered political narrative, criticize economic inequalities, and encourage public participation in political processes. Furthermore, his Muslim identity is represented not through exclusive religious symbols but through substantive values of social justice, inclusiveness, solidarity, and public welfare. The study concludes that Mamdani's digital campaign demonstrates a convergence between mediated populism and Islamic political communication in shaping an inclusive and progressive political identity.

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