Political Branding of Dedi Mulyadi Through YouTube: Constructing the Image of Problem-Solver Leadership in the “Teriak-Teriak Mapolda Jabar” Case

The development of digital media has transformed the landscape of political communication, positioning YouTube as a strategic space for political actors to construct their identity and leadership image. This study analyses the construction of Dedi Mulyadi's political branding through the KANG DEDI MULYADI CHANNEL in the video entitled “Teriak-Teriak Mapolda Jabar”, with a particular focus on the effort to reinforce his image as a problem-solver leader. Unlike previous studies that have largely concentrated on routine electoral campaigns, this research highlights the management of confrontational moments and conflict incidents as a source of political branding. A qualitative approach was employed, utilising qualitative content analysis of the audiovisual content. The data were analysed using Margaret Scammell's (2015) theoretical framework of political branding, which encompasses four dimensions: personality, communication, popular culture, and political identity. The findings reveal that the video simultaneously constructs the problem-solver image across all four dimensions. The personality dimension builds a humane and responsive impression through emotional visual symbols and swift action in approaching the victim. The communication dimension manages the crisis narrative through clarification and transparent recording of bureaucratic coordination. The popular culture dimension reinforces authenticity through Sundanese cultural idioms and local symbols. Meanwhile, political identity affirms the leader's capacity through concrete actions, such as legal assistance, provision of accommodation, financial aid, and cross-regional coordination. Overall, this study concludes that the political branding in this video effectively shapes public perception of responsive and solution-oriented leadership. However, the informal resolution depicted remains personal and casuistic, thus reflecting symbolic performance rather than structural improvement to the bureaucratic system that lies at the root of public grievances.