Netizens, Narratives, and Political Fantasies: A Netnography of the “Fufufafa” Discourse on YouTube
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Abstract
This study examines the construction of digital political discourse surrounding the “Fufufafa” phenomenon on YouTube, focusing on how collective meanings are formed through user interactions and how Symbolic Convergence Theory (SCT) can be applied to large-scale, platform-based political discourse in the Indonesian context. Employing a netnographic approach, this study analyses 1,642 user comments collected from a high-engagement political discussion video on YouTube, covering the period between September 2024 and February 2025. The data were examined using theory-driven thematic analysis based on SCT, focusing on the identification of symbolic cues, fantasy themes, fantasy chains, and rhetorical visions. Digital political discourse on YouTube operates through symbolic convergence processes in which users collectively construct shared narratives, negotiate political mediated environments. Three dominant fantasy themes emerged: (1) the construction of the “Fufufafa” account as a politically charged controversy, (2) collective aspirations for transparent and accountable governance, and (3) the symbolic positioning of public figures as either heroic or controversial actors. These themes develop into fantasy chains through repetitive and interactive comment patterns, ultimately forming a broader rhetorical vision that combines political scepticism, humour, and satire. This study extends the application of SCT to large-scale, platform-based digital discourse, demonstrating how collective meaning-making operates within participatory communication environments shaped by platform logic. The findings offer insights into contemporary political narratives in non-Western digital contexts and highlight the value of integrating netnography and SCT to analyse digitally mediated political discourse.
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References
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