Representasi Nilai Formal dalam Debat Calon Presiden di Media Sosial Youtube: Model Norman Fairglough

The purpose of this study is to uncover the representation of words in presidential debates on YouTube social media reviewed from experiential, relational, and expressive values. This research is a qualitative research with a descriptive approach. The source of the data is in the form of the results of the presidential debate text on YouTube social media. Data analysis techniques are carried out through the stages of data identification, description, data analysis, and conclusion drawing while maintaining the validity of the data through triangulation of techniques and sources. The results of the study show that based on Norman Fairclough's analysis, presidential debates on YouTube reflect experiential, relational, and expressive values. Experiential values show the construction of social reality through the choice of words that are ideological and persuasive. Relational values can be seen from language strategies that build power relations, solidarity, and the social position of candidates. Expressive values reflect attitudes, judgments, and ideological alignment to form self-image and emotional support.Abstrak Tujuan penelitian ini adalah untuk mengungkap representasi kata dalam debat capres di media sosial YouTube ditinjau dari nilai eksperiensial, relasional, dan ekspresif. Penelitian ini merupakan penelitian kualitatif dengan pendekatan deskriptif. Sumber data berupa hasil teks debat capres di media sosial YouTube. Teknik analisis data dilakukan melalui tahapan identifikasi data, deskripsi, analisis data, dan penarikan kesimpulan dengan tetap menjaga keabsahan data melalui triangulasi teknik dan sumber. Hasil penelitian menunjukkan bahwa berdasarkan analisis Norman Fairclough, debat capres di YouTube mencerminkan nilai-nilai eksperiensial, relasional, dan ekspresif. Nilai-nilai eksperiensial menunjukkan konstruksi realitas sosial melalui pilihan kata-kata yang bersifat ideologis dan persuasif. Nilai-nilai relasional terlihat dari strategi bahasa yang membangun hubungan kekuasaan, solidaritas, dan posisi sosial kandidat. Nilai-nilai ekspresif mencerminkan sikap, penilaian, dan keberpihakan ideologis untuk membentuk citra diri dan dukungan emosional.