Construction of the Mayor's Image in the Digital Space: Analysis of Netizen Comments on Eri Cahyadi's Culvert Project Evaluation Video on Instagram

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FORMOSA NEWS

Instagram Comment Sections Function as Digital Public Audits for Local Leadership Image, Study Shows

SURABAYA, FORMOSA NEWS — A new study by researchers Tyo Buge Sangkuriang, Zulaikha, and Didik Sugeng Widiarto from Universitas Dr. Soetomo reveals that the political image of Surabaya Mayor Eri Cahyadi is continuously negotiated through public interactions in social media comment sections rather than shaped solely by official video posts. Published in July 2026, the research demonstrates how citizens use Instagram comment spaces as informal social evaluation arenas to audit public infrastructure, question bureaucratic governance, and express political sentiments. These findings are significant because they show that digital political communication has shifted from elite-controlled messaging to interactive public audits where local leadership legitimacy is openly tested by residents.

In contemporary digital governance, regional leaders increasingly rely on visual platforms like Instagram to showcase responsiveness, field work, and policy evaluations. Mayor Eri Cahyadi’s official account utilizes service slogans such as "#LaporCakEri" to foster direct engagement with Surabaya residents. However, when public officials share videos highlighting field inspections—such as a major culvert project evaluation—the resulting public conversation extends far beyond the original video content. Understanding how citizens respond in comment spaces provides vital insights into public trust, civic expectations, and the real-world effectiveness of local government communication.

Social Media as a Political Evaluation Arena

Visual social media allows political figures to build personal branding and emotional proximity with voters. Nevertheless, citizens evaluate local leadership primarily through concrete experiences, such as the quality of roads, drainage systems, street lighting, and public services.

On a single post reviewing a drainage infrastructure project, overall public interaction surged to 2,708 comments, 292 reposts, and 625 shares. This high volume of digital engagement underscores how social media comment sections act as activated public forums where public opinion is mobilized, tested, and contested in real time.

Research Methodology Simplified

To analyze the underlying themes within these digital conversations, the research team from Universitas Dr. Soetomo applied a qualitative descriptive design utilizing thematic content analysis:

• Data Extraction: 213 public comments were collected from the specific Instagram Reels post evaluating the culvert project using the ESUIT data export tool.
• Unit of Analysis: The accessible active sample of user comments was examined to uncover recurring narrative patterns.
• Analytical Approach: The researchers conducted manual inductive coding to categorize comments based on conversational context, emotional tone, and political meaning, ensuring accurate interpretation of sarcasm and subtle public critiques.

Key Research Findings

The thematic analysis of the 213 analyzed comments identified four major themes that define the digital construction of Mayor Eri Cahyadi’s political image:

• Requests for Infrastructure Repairs (49 Comments): The most dominant theme centered on tangible everyday problems, including bumpy asphalt, uneven box culverts, broken streetlights, and poor drainage. Residents judged leadership performance directly through visible physical project outcomes.
• Governance and Bureaucratic Criticism (26 Comments): Citizens frequently linked physical project flaws to broader administrative failures, targeting departmental oversight, contractor execution, and lack of internal coordination.
• Support and Appreciation for the Mayor (26 Comments): A substantial portion of the comments expressed praise, prayers, and approval for the mayor's hands-on evaluation style, reinforcing a positive, responsive, and approachable leadership image.
• Public Sarcasm and Delegitimization (17 Comments): The comment space also featured harsh criticisms, accusations of paid supporters (buzzers), and calls for changing city leadership, illustrating political polarization and active opposition.

Real-World Implications and Policy Impact

The study highlights that local governments cannot treat social media comment sections merely as promotional channels or communication noise. Online comment spaces function as rapid, cost-effective social audit mechanisms that offer real-time feedback on municipal service shortfalls.

For city administration and municipal agencies, netizen feedback serves as an early-warning system to identify underperforming contractors and administrative bottlenecks. For political communicators, the research shows that visual curation alone cannot sustain a positive image if field implementation falls short of public expectations.

Reflecting on the findings, lead author Tyo Buge Sangkuriang and his colleagues from Universitas Dr. Soetomo noted:

"The political image of a local leader in the digital age is not a singular product of visual curation, but a contested narrative negotiated through citizen experiences, public demands, and bureaucratic accountability."

Author Profiles

1. Tyo Buge Sangkuriang, M.I.Kom. — Researcher and Faculty Member in the Faculty of Communication Sciences at Universitas Dr. Soetomo. His research expertise focuses on digital political communication, social media analysis, and public opinion.
2. Zulaikha, M.I.Kom. — Academic and Researcher at Universitas Dr. Soetomo specializing in public communication, media governance, and qualitative content analysis.
3. Didik Sugeng Widiarto, Dr., M.Si. — Senior Lecturer and Researcher at Universitas Dr. Soetomo with expertise in governmental communication, political branding, and public policy.

Research Source

• Article Title: Construction of the Mayor's Image in the Digital Space: Analysis of Netizen Comments on Eri Cahyadi's Culvert Project Evaluation Video on Instagram
• Journal Name: International Journal of Contemporary Sciences (IJCS)
• Publication Details: Vol. 4, No. 8, pp. 2091–2106
• Publication Year: 2026
• Official DOI: https://doi.org/10.55927/y5ayx650
• URL Jurnal: https://journalijcs.my.id/index.php/ijcs