Abstract
In the landscape of evolving social media platforms, YouTube stands out as a dynamic force, continuing to expand its reach globally. With a user base of 2 billion monthly visitors, YouTube ranks second among social media apps, showcasing its unparalleled potential for content creators. This study explores the phenomenon of YouTube as a product of globalization, examining its role in shaping local identities within a global framework. Through an analysis of YouTube content from Dimas Zaenal Universe (DZU), a group of content creators from rural Indonesia, this research delves into the intricate dynamics of glocalization. By focusing on the themes of locality, language, and cultural adaptation, the study aims to understand how DZU's YouTube channel navigates the intersection between global platform dynamics and local identity formation. The findings of this research not only contribute to our understanding of digital communication in Indonesia but also shed light on the complexities of identity contestation in the digital media landscape, offering insights for communication and media studies.Keyword: Glocalization, Village YouTuber, Communication, Media Studies
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