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Virality is not enough when the audience misses the point: A content analysis of youtube comments on environmental documentary “Sexy Killers”

During the Indonesian presidential election campaign, a documentary on coal mining problems in Indonesia titled “ Sexy Killers” became viral and was highly engaged on YouTube in early 2019, attracting 36 million views and above 100,000 comments. The documentary also received mainstream media coverag...

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Main Authors: Ika karlina Idris,, Nuurrianti Jalli,, khan, M. Laeeq, Sunaryo,
Format: Article
Language:English
Published: Penerbit Universiti Kebangsaan Malaysia 2023
Online Access:http://journalarticle.ukm.my/22235/1/jk_1.pdf
http://journalarticle.ukm.my/22235/
https://ejournal.ukm.my/mjc/issue/view/1605
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spelling my-ukm.journal.222352023-09-19T06:57:21Z http://journalarticle.ukm.my/22235/ Virality is not enough when the audience misses the point: A content analysis of youtube comments on environmental documentary “Sexy Killers” Ika karlina Idris, Nuurrianti Jalli, khan, M. Laeeq Sunaryo, During the Indonesian presidential election campaign, a documentary on coal mining problems in Indonesia titled “ Sexy Killers” became viral and was highly engaged on YouTube in early 2019, attracting 36 million views and above 100,000 comments. The documentary also received mainstream media coverage and had such a far-reaching appeal that it swayed many voters into not voting in the election. Showing the impact of coal mining on Indonesia’s environment and its people, the documentary exposed networks of business owners and politicians who had stakes in the coal mining company. This research thus delves into understanding the public discourse, especially the high number of YouTube comments on the documentary. The analysis revealed that despite the documentary’s widespread popularity, the discussion within the comments did not focus on the environmental problems (72.9%). Most of the comments discussed the political campaign and presidential candidates (41.3%), instead of discussing the environmental impact of coal mining in Indonesia (13.9%). The research is valuable in highlighting the centrality of political debates dwarfing real environmental issues in Indonesia. Environment activists use documentary movies as one of their advocacy strategies, but it must be followed by audience engagement strategy to assure the discussions are still relevant to increase audience awareness on the issue. Penerbit Universiti Kebangsaan Malaysia 2023 Article PeerReviewed application/pdf en http://journalarticle.ukm.my/22235/1/jk_1.pdf Ika karlina Idris, and Nuurrianti Jalli, and khan, M. Laeeq and Sunaryo, (2023) Virality is not enough when the audience misses the point: A content analysis of youtube comments on environmental documentary “Sexy Killers”. Jurnal Komunikasi ; Malaysian Journal of Communication, 39 (2). pp. 1-18. ISSN 0128-1496 https://ejournal.ukm.my/mjc/issue/view/1605
institution Universiti Kebangsaan Malaysia
building Tun Sri Lanang Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Kebangsaan Malaysia
content_source UKM Journal Article Repository
url_provider http://journalarticle.ukm.my/
language English
description During the Indonesian presidential election campaign, a documentary on coal mining problems in Indonesia titled “ Sexy Killers” became viral and was highly engaged on YouTube in early 2019, attracting 36 million views and above 100,000 comments. The documentary also received mainstream media coverage and had such a far-reaching appeal that it swayed many voters into not voting in the election. Showing the impact of coal mining on Indonesia’s environment and its people, the documentary exposed networks of business owners and politicians who had stakes in the coal mining company. This research thus delves into understanding the public discourse, especially the high number of YouTube comments on the documentary. The analysis revealed that despite the documentary’s widespread popularity, the discussion within the comments did not focus on the environmental problems (72.9%). Most of the comments discussed the political campaign and presidential candidates (41.3%), instead of discussing the environmental impact of coal mining in Indonesia (13.9%). The research is valuable in highlighting the centrality of political debates dwarfing real environmental issues in Indonesia. Environment activists use documentary movies as one of their advocacy strategies, but it must be followed by audience engagement strategy to assure the discussions are still relevant to increase audience awareness on the issue.
format Article
author Ika karlina Idris,
Nuurrianti Jalli,
khan, M. Laeeq
Sunaryo,
spellingShingle Ika karlina Idris,
Nuurrianti Jalli,
khan, M. Laeeq
Sunaryo,
Virality is not enough when the audience misses the point: A content analysis of youtube comments on environmental documentary “Sexy Killers”
author_facet Ika karlina Idris,
Nuurrianti Jalli,
khan, M. Laeeq
Sunaryo,
author_sort Ika karlina Idris,
title Virality is not enough when the audience misses the point: A content analysis of youtube comments on environmental documentary “Sexy Killers”
title_short Virality is not enough when the audience misses the point: A content analysis of youtube comments on environmental documentary “Sexy Killers”
title_full Virality is not enough when the audience misses the point: A content analysis of youtube comments on environmental documentary “Sexy Killers”
title_fullStr Virality is not enough when the audience misses the point: A content analysis of youtube comments on environmental documentary “Sexy Killers”
title_full_unstemmed Virality is not enough when the audience misses the point: A content analysis of youtube comments on environmental documentary “Sexy Killers”
title_sort virality is not enough when the audience misses the point: a content analysis of youtube comments on environmental documentary “sexy killers”
publisher Penerbit Universiti Kebangsaan Malaysia
publishDate 2023
url http://journalarticle.ukm.my/22235/1/jk_1.pdf
http://journalarticle.ukm.my/22235/
https://ejournal.ukm.my/mjc/issue/view/1605
_version_ 1778162572436963328
score 13.211869

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