GAYA KOMUNIKASI PADA MEDIA SOSIAL STREAMER ESPORTS (Analisis Isi Pada Konten Youtube @JonathanLiandi)

The e-sports industry has grown rapidly, in part due to the role of streamers in building interaction with audiences on digital platforms such as YouTube. Streamers are not only entertainers but also possess communication styles that influence how they engage with their audiences. This study aims to analyze the communication styles used by Mobile Legends e-sports streamer Jonathan Liandi in building relationships with his audience. The research method used in this study is qualitative, and the data collection technique is documentation, which involves taking screenshots of 13 selected video clips from Jonathan Liandi’s YouTube content based on specific criteria. The analysis is conducted using Hafied Cangara’s concept of communication styles, which includes passive, aggressive, passive-aggressive, and assertive communication.

The results of the study show that Jonathan Liandi uses all four communication styles in various situations. Aggressive and passive-aggressive styles often appear in the form of sarcastic comments and criticism of gameplay, while the passive style is seen when he ignores certain interactions with viewers. On the other hand, his assertive communication style is evident when he conveys educational gameplay strategies to the audience. Based on the research conducted, it can be concluded that Jonathan Liandi's YouTube content is predominantly characterized by an aggressive communication style, as shown in several scenes where he insults and criticizes opposing heroes and scolds his teammates. This also indicates that Jonathan Liandi’s success as a streamer is not only influenced by his gaming skills in Mobile Legends but also by the communication style he employs during his streams and content.