TRUMPOLOGI “MAGA” DALAM TINJAUAN TEORI KOMUNIKASI IDENTITAS DAN KOMUNIKASI POPULIS
DOI:
https://doi.org/10.31848/kosa.v3i2.4523Kata Kunci:
identitas, komunikasi populis, trumpologiAbstrak
Amerika Serikat mengalami perubahan drastis sejak Donald Trump memimpin negara Amerika Serikat. Perubahan yang terjadi melalui wacana Make America Great Again! (MAGA) membentuk identitas pribadi, komunal, dan berhubungan dengan banyak bangsa di dunia yang membentuk hiper-individualisme Trumpologi. Trump adalah merek, strategi, hiburan, tontonan, dan politik. Trump adalah instrumentalisasi dari segala sesuatu di sekitarnya dan penguasa absolut untuk menjadikan Amerika Serikat memimpin dunia dengan mengelola negara dan dunia seperti sebuah perusahaan, tentunya akan memperluas kepentingan ekonomi politik Trump. Seperti ideologi lainnya, Trumpologi membutuhkan hegemoni dengan pengagum Trump sebagai merek dan pemimpin sebagai visibilitas publik. Sebagai tontonan media, Trump memiliki dua dimensi. Di satu sisi, Trump memahami bagaimana menampilkan dirinya sebagai tontonan skandal untuk menarik perhatian media. Di sisi lain, media juga membutuhkan sosok Trump untuk menampilkan tontonan yang menarik banyak penonton. Kontroversi dan simbiosis adalah dua kutub dialektika tontonan Trump yang mendorong profitabilitas. Dengan Trump membuat berita di media, media menciptakan Trump. Fakta tersebut memberikan gambaran realistis tentang kapitalisme, menurut definisi Trump adalah mesin akumulasi modal yang beroperasi hidup dan mati dengan ekonomi sebagai masukan dan keluarannya. Namun komunikasi populis tidak menyiratkan kewajiban umum untuk berbohong kapanpun kebenaran itu menguntungkan yang berfungsi merangsang agonisme, mengartikulasikan identitas populer, dan menjaga agar rakyat tetap termobilisasi. Analisis wacana kritis dalam tulisan ini digunakan untuk mengungkap hubungan antara wacana Make America Great Again! dengan Trumpologi.
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