Media Sosial dan Reputasi Tokoh Publik: Kajian Analisis Sentimen atas Isu Viral di Platform Digital
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Abstract
Perkembangan media sosial di Indonesia telah mengubah lanskap komunikasi publik, termasuk dalam pembentukan dan pengelolaan reputasi tokoh publik. Isu-isu viral yang melibatkan tokoh agama atau tokoh publik terkemuka kerap memicu gelombang opini di dunia maya yang dapat berdampak signifikan terhadap citra mereka. Penelitian ini bertujuan untuk menganalisis sentimen netizen terhadap sebuah isu viral yang melibatkan tokoh publik di platform media sosial, guna memahami kecenderungan opini serta implikasinya terhadap reputasi. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik sentiment analysis berbasis text mining. Data dikumpulkan dari unggahan dan komentar netizen pada berbagai platform media sosial selama periode tertentu, kemudian diklasifikasikan ke dalam kategori sentimen positif, negatif, dan netral menggunakan algoritma Naïve Bayes Classifier. Analisis dilengkapi dengan word cloud dan penghitungan frekuensi kata untuk mengidentifikasi topik dominan. Hasil penelitian menunjukkan bahwa sentimen netizen didominasi oleh persepsi negatif, diikuti oleh sentimen positif dan netral. Kata kunci yang paling sering muncul berkaitan dengan kontroversi pernyataan, integritas tokoh, dan isu sosial yang menjadi latar viralnya kasus. Diskusi mendalam mengungkap bahwa meskipun sentimen negatif mendominasi, terdapat kelompok pendukung yang aktif membangun narasi pembelaan di media sosial. Temuan ini menegaskan peran media sosial sebagai arena diskursus publik yang dinamis dan berpotensi memengaruhi reputasi tokoh secara cepat dan masif. Implikasi penelitian ini mencakup pentingnya strategi komunikasi krisis berbasis pemantauan sentimen real-time, serta perlunya tokoh publik membangun relasi digital yang lebih partisipatif dan responsif terhadap opini masyarakat.
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