Exploring Political Expression Among Indonesian Youth on YouTube: An Investigation of Social Identity and Source Credibility

Anter Venus, Drina Intyaswati and Fitria Ayuningtyas

SAGE Open, 2024, vol. 14, issue 2, 21582440241262647

Abstract: The high consumption rate of YouTube media compared to other social media platforms is a notable feature of contemporary media usage. This is particularly significant in Indonesia, where the current situation demands increased political involvement, particularly among young people. Given the polarization among citizens, political expression through social media has emerged as an effective means of sharing opinions and views. YouTube, with its vast user base and accessibility, has become a prominent platform for such expression. Therefore, this study aims to evaluate the role of social identity, personal identity, source credibility, and word of mouth in political expression. Social Identity and Source Credibility Theories are integrated to form a study model. A sample of 435 YouTube users residing in Jakarta was obtained by distributing questionnaires through social media using the survey method. Furthermore, the Structural Equation Model (SEM) analysis showed that each social identity, personal identity, source credibility, and word of mouth directly affects political expression. The negative relationship between social identity and political expression, as well as source credibility with political expression, requires further study involving motivational and attitudinal variables.

Keywords: political expression; social identity; personal identity; source credibility; word of mouth (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/21582440241262647 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:14:y:2024:i:2:p:21582440241262647

DOI: 10.1177/21582440241262647

Access Statistics for this article

More articles in SAGE Open
Bibliographic data for series maintained by SAGE Publications ().