This study aims to analyze persuasive strategies in a sermon delivered through the YouTube account of Ustadz Abdul Somad using the Aristotelian rhetorical framework, which encompasses ethos, pathos, and logos. The object of analysis focuses on a sermon entitled “The Meaning and Wisdom of Commemorating the Birthday of Prophet Muhammad (PBUH)” broadcast on his official YouTube channel, which garnered 152,154 views, premiered on September 23, 2024, and has a duration of 1 hour, 5 minutes, and 48 seconds. This research employs a qualitative-descriptive approach using a case study method. Data were obtained from the sermon transcript and analyzed through content analysis techniques to identify forms of the preacher’s credibility (ethos), strategies for managing audience emotions through humor and narrative (pathos), and patterns of rational argumentation based on the Qur’an and Hadith (logos). The findings indicate that the effectiveness of his digital da’wah is constructed through a balanced integration of these three rhetorical elements, enabling religious messages to be conveyed in a persuasive, contextual, and rational manner to the audience, thereby affirming the relevance of Aristotelian rhetorical theory as an effective analytical framework for examining Islamic preaching in the era of digital media.

This study explores the construction of personal branding by two prominent Indonesian preachers, Gus Miftah and Gus Baha, through YouTube as a medium for digital Islamic preaching. Employing a qualitative interpretive approach, the research adopts the Circle-P framework, which encompasses five key elements: competency, connectivity, creativity, compliance, and contribution. Data were collected through in-depth interviews, passive participant observation, and content documentation from both da’is’ official YouTube channels. The analysis followed Creswell’s six-step qualitative research method. The findings reveal that personal branding in the digital age is a multidimensional process rooted in each preacher’s unique character, communication style, and social engagement. Gus Miftah constructs his brand by engaging marginalized communities through an inclusive, relaxed, and empathetic style of preaching that breaks conventional boundaries. In contrast, Gus Baha builds his personal branding on scholarly authority, humility, and a calm, narrative approach grounded in Qur’anic interpretation and pesantren traditions. The study concludes that effective personal branding in Islamic preaching is not merely about gaining popularity but about maintaining authenticity, aligning values with audience expectations, and delivering consistent, value-driven communication. This research contributes theoretically to the discourse on Islamic communication and personal branding, and practically offers a strategic model for preachers to enhance their influence and credibility in digital religious spaces.

Various human traditions have cultivated the magical image of reality, allowing individuals to consider themselves bearers of a supernatural halo at certain moments. This conviction is transmitted to their followers, who see them as messiahs, forming fanatical groups that unconditionally support their actions. In Brazil, President Jair Bolsonaro has embodied this figure of a messianic leader, where the union of traditionalist religious groups, the cult of personality, and an insatiable thirst for power exacerbate fanaticism, making it a key element for social mobilization. This study focuses on the extraction of data between January 2019 and April 2020, analyzing N=11 presidential speeches in which Bolsonaro addressed religious themes, as well as N=6,194 comments from users on religious-themed videos from his official YouTube channel. The data was processed using algorithms in R with the IRaMuTeQ software, which enables statistical analysis of qualitative data. This approach reveals the thought patterns and behavioral trends of the speakers of the speeches and comments, suggesting that the combination of religion and politics can intensify social mobilization. The results indicate a direct relationship between presidential speeches and political acts at religious events, highlighting a permanent electoral campaign directed at a specific segment of the population.

This study aims to examine the construction and influence of President Prabowo Subianto's discourse in his speech commemorating the 97th Youth Pledge, which was published on October 28, 2025, on the Sekretariat Presiden ‘Presidential Secretariat’ YouTube channel. The theory used is Norman Fairclough's critical discourse analysis model, focusing on three dimensions of discourse, namely the textual dimension, the discourse practice dimension, and the social practice dimension. This study is descriptive and qualitative, consisting of three stages, namely data collection, data analysis, and data presentation along with the analysis results. The main data for this study was President Prabowo Subianto's speech commemorating the 97th Youth Pledge, which was listened to and transcribed from the Presidential Secretariat's YouTube channel. Supporting data included screenshots from the official YouTube channel of the Sekretariat Presiden ‘Presidential Secretariat’ and the YouTube channels of non government media outlets, namely Kompas TV and Metro TV, as well as several related references. The results show that this speech was composed in the spirit of inclusivity, to raise awareness and unity among various groups, and to call on young people to contribute to the advancement of Indonesia. The emphasis on the importance of the role of youth for the glory of the nation is a discourse based on nationalism. This ideology was then presented and distributed in order to shape public perception of the ideal Indonesian youth.

Abstract This report details the main results of the Webinar prepared and held on Group 1: Fruit flies‐Tephritidae Bactrocera zonata. This is the third webinar of a round of 20 on EU priority pests, promoted by EFSA in collaboration with academic experts under the framework contract for technical and scientific support to EFSA's training courses on plant pest surveillance to improve plant health crisis preparedness. The webinar provided an overview of the characteristics of B. zonata with a practical simulation using RiPEST. The recording of the webinar is available on EFSA's official YouTube channel and in a dedicated section of the EU Academy.

Abstract This report details the main results of the Webinar prepared and held on Group 1: Fruit flies‐Tephritidae Bactrocera dorsalis. This is the second webinar of a round of 20 on EU priority pests, promoted by EFSA in collaboration with academic experts under the framework contract for technical and scientific support to EFSA's training courses on plant pest surveillance to improve plant health crisis preparedness. The webinar provided an overview of the characteristics of B. dorsalis with a practical simulation using RiPEST. The recording of the webinar is available on EFSA's official YouTube channel and in a dedicated section of the EU Academy.

Abstract This report details the main results of the Webinar prepared and held on Group 1 Fruit flies: Tephritidae ‐ Anastrepha ludens. This is the first webinar of a round of 20 on EU priority pests, promoted by EFSA in collaboration with academic experts under the framework contract for technical and scientific support to EFSA's training courses on plant pest surveillance to improve plant health crisis preparedness. The webinar provided an overview of the characteristics of A. ludens with a practical simulation using RiPEST. The recording of the webinar is available on EFSA's official YouTube channel and in a dedicated section of the EU Academy.

Abstract This report details the main results of the Webinar prepared and held on Group 1: Fruit flies‐Tephritidae Rhagoletis pomonella. This is the fourth webinar of a round of 20 on EU priority pests, promoted by EFSA in collaboration with academic experts under the framework contract for technical and scientific support to EFSA's training courses on plant pest surveillance to improve plant health crisis preparedness. The webinar provided an overview of the characteristics of R. pomonella with a practical simulation using RiPEST. The recording of the webinar is available on EFSA's official YouTube channel and in a dedicated section of the EU Academy.

Mycetoma, a disfiguring and debilitating neglected tropical disease (NTD), long languished in obscurity. Prior to 2013, limited research, ineffective treatments, and inadequate global recognition plagued the disease. However, a pivotal 2013 meeting in Geneva marked a turning point. Recognizing advocacy as a critical missing link, the Drugs for Neglected Diseases Initiative (DNDi) spearheaded efforts to raise awareness and address knowledge gaps. Scientific symposia, media coverage, and research collaborations, including the DNDi trial, paved the way for mycetoma inclusion in the 2016 WHO NTD list. This recognition spurred further global attention, research, and media engagement. This study delves into the role of digital media interventions in raising awareness and combating mycetoma neglect in Sudan. Employing an anthropological lens, we critically evaluate the production and impact of these interventions, focusing on a short promotional documentary film titled “Hope for a Devastating Neglected Disease.” produced by DNDi in collaboration with a medical research center in Sudan; Produced in 2015 and made available on the DNDi’s official YouTube channel Drugs for Neglected Diseases initiative (DNDi). Through in-depth interviews with Sudanese film-makers and a public audience, we analyze the film’s content, visual representation, and perceived effectiveness in addressing social and cultural factors contributing to mycetoma neglect. Our analysis sheds light on the complex interplay between digital media, global health initiatives, and local communities in the fight against NTDs. By critically examining the narratives and power dynamics embedded within these interventions, we contribute to a nuanced understanding of their potential and limitations in addressing public health challenges in the Global South, especially in Sudan. Our study suggests that digital media alone cannot bridge the chasm of global health disparities. Unveiling the neglect requires deeper, culturally sensitive anthropological insights to guide interventions that empower communities and truly advocate for the voiceless.

This study aims to reveal the ideology of beauty constructed in Korean skincare advertisements through Norman Fairclough’s three-dimensional Critical Discourse Analysis (CDA) framework, focusing on the textual dimension. The analysis specifically examines how linguistic features in advertising texts contribute to the construction of beauty ideology within the context of gender and social inclusion. The data consist of six video advertisements from Mediheal, Nature Republic, Innisfree, Sulwhasoo, Laneige, and COSRX, collected from each brand’s official YouTube channels. Using a descriptive qualitative approach with documentation and content analysis techniques, this study identifies key linguistic features such as pronouns, evaluative adjectives, repetition, conjunctions, modality, and disjunctive phrases. The findings indicate that these linguistic strategies construct a narrow and idealized representation of beauty that emphasizes flawlessness, youthfulness, and skin perfection. Such representations implicitly marginalize alternative identities related to age, skin texture, and skin tone, thereby reinforcing non-inclusive beauty standards. From a GESI perspective, the advertisements position women as primary subjects of beauty discipline, subtly pressuring them to conform to idealized norms through continuous product consumption. This discourse reflects the intersection of capitalist and patriarchal ideologies, where women’s bodies become sites of control, normalization, and commercialization. This study concludes that Korean skincare advertisements function not only as commercial texts but also as ideological instruments that reproduce gendered expectations and social exclusion. By privileging a limited definition of beauty, these advertisements contribute to unequal power relations that shape women’s self-perception, reinforce gender bias, and constrain social inclusion in contemporary beauty culture.

This study examines the impact of mega-events on public sentiments and perceptions of the host destination through social media. Drawing on cognitive appraisal theory, the research examines factors that positively and negatively affect public sentiments toward the destination. User-generated content was collected from FIFA's official YouTube channel, which hosts more than 11,000 videos. Four videos relevant to the study were selected from the dataset, and 220,426 comments written in 55 different languages were extracted using Python-based language identification tools. The data were analyzed using a combination of methods, including the multilingual Bidirectional Encoder Representations from Transformers model, Latent Dirichlet Allocation, and human-assisted interpretation, to identify destination image scenarios associated with the mega-sport event. The findings discussed the positive and negative sentiments expressed by the public toward the destination before and after the mega event. Our results showed that the opening and closing ceremony footage of the sports event, as well as the preparation and organization of the event, have not only attracted a favorable image toward the host destination but also helped mitigate negative and controversial issues associated with human rights and labor abuse, primarily raised by Western media. Despite earlier concerns about labor and human rights abuses, the situation has improved the perception of Middle Eastern nations, such as Qatar, as tourism destinations. Furthermore, from the pre-event phase to the end of the tournament, social media users continuously expressed positive sentiments, underscoring the power of digital communication in influencing perceptions of the host venue. The study discussed theoretical and practical implications and directions for future studies.

Épée preserves the original dueling nature of fencing and is the only discipline that allows double hits. However, there is still limited understanding of how specific techniques are used in different contexts, such as bout rounds, piste areas, and score statuses (leading, tied, or trailing). To address this gap, this study analyzed the performance of elite female épée fencers during the top 16 to final bouts of the 2017-2019 world championships using notational analysis of videos from the International Fencing Federation's official YouTube channel. This dataset included 1,840 scoring events across 45 matches, involving 38 fencers. Three- or two-way mixed-design ANOVAs, as well as two-way repeated measures ANOVAs were conducted to investigate the effects of these factors and their interactions for both winners and losers. Results highlighted the second round as a crucial scoring phase. Winners strategically focused on achieving more single hits (than double hits), attacking in the first two rounds and counterattacking in the third. When leading, winners often lured their opponent toward their side of the piste to maintain control, while becoming more aggressive-advancing into the central or even the middle area of the opponent's side to score with attacks-when temporarily tied or trailing. In contrast, losers frequently scored in the central and middle areas of both sides. When temporarily leading, they displayed no clear preference for specific techniques or areas of the piste. These findings provide valuable insights for coaches to design more effective training sessions and offer targeted feedback during competitions to enhance fencers' performance.

Background: In the 2024 election, Anies Baswedan used YouTube as a platform to live-stream his campaign titled ‘Desak Anies,’ with an open discussion. The campaign aimed to restore democracy and bring political discourse to the public. Purpose: This research mapped the interactions of netizens in the comment section of the live-streamed “Desak Anies” broadcast on his official YouTube channel. Methods: It employed thematic analysis. Data was collected using the ‘Google Apps Script’ tool, capturing YouTube comments from 13 episodes of ‘Desak Anies.’ The dataset included only direct comments, excluding replies, with a total of 6,996 comments. Result: The comments were mapped into three main themes: supportive comments, which were the most numerous; hateful comments, which were the fewest; and neutral. Conclusion: This study found a large number of supportive comments, with minimal opposition, indicating that “Desak Anies” strengthened Anies Baswedan’s existing support base but failed to attract new supporters. Thus, it creates the echo chamber effect and filters bubbles, preventing the campaign content from reaching broader viewers. Implications: Social media campaigns, such as “Desak Anies”, could potentially engage audiences. However, they often reinforce existing political beliefs, creating echo chambers that limit democratic discourse. Despite the campaign’s intention to foster political engagement, it strengthens existing support for Anies Baswedan and hinders the outreach to undecided or opposing voters. This suggests that digital platforms may inadvertently stifle true democratic deliberation by limiting exposure to diverse perspectives.

Online patient educational material (PEM) on cancer clinical trials (CCTs) is an essential resource for patients seeking to learn more about treatment options. Assessing its quality and content themes may lead to improved educational content. Using qualitative analysis, this study examined the quality and content themes of online PEM related to CCTs published by comprehensive cancer centers (CCCs). A random sample of CCCs (N=21) was chosen to represent the national network of cancer centers. Each website was searched for webpages containing patient-oriented clinical trial information. Official YouTube channels were also searched for relevant video material. Each webpage and video (n=196) was assessed for quality and content themes. Common content themes in the sample (n=196) of online PEM from CCCs were "purpose of trials," "physician speaker," "animated or illustrated elements," and "phases of trials." Online PEM had an average score of 83 for understandability and 26 for actionability, an area noted for improvement (high quality scores for the Patient Education Materials Assessment Tool [PEMAT] are >70). Online webpages that mixed text and video scored highest on the quality assessment, whereas video-only content scored lowest. Only a small percentage of PEM included FAQs (10%), instructions on how to find a trial (16%), mentioned consent (14%), or costs associated with trials (12%). Mentions or depictions of minority populations were not commonly observed in the material (11%). Cancer centers should add various audiovisual formats and patient-centered resource tools (eg, planning kit, question guide) to their clinical trial webpages to increase the quality of the educational resources. Including representation of historically underserved populations and adding actionable advice can potentially engage and empower patients to consider trials as part of their care plan, and thereby increase enrollment in CCTs.

Singer Im Young-woong is a top star born from TV Chosun's “Mr. Trot.” He won 12 awards at the 2021 Music Awards and set a new record with 1.63 billion views on his official YouTube channel. A significant amount of research is currently underway on him, primarily related to his fandom. This study focuses on the fact that Im Young-woong has released hundreds of songs in just a few years, analyzing the structure of his music releases compared to the studio-based format of the past and examining the changes in music copyright. Im Young-woong himself is primarily involved in singing rather than composing, so he is more concerned with neighboring rights than music copyright. Meanwhile, the creators of the songs he sang are reaping revenue from music copyrights as his popularity grows. Im Young-woong's music copyrights differ significantly from those of existing singers. While singers in the past recorded in studios and released full-length albums, accumulating a digital archive, Im Young-woong differs significantly in that hundreds of songs performed live on broadcasts, rather than released albums, have been registered as digital music. This study presents various copyright-related indicators to analyze the success and influence of Im Young-woong as an individual singer. Using these data, it also examines the relationships between Im Young-woong and the various creators and performers who collaborated with him. Through this, it seeks to identify successful examples of music copyright revenue structures that have evolved in response to changing media structures. Despite the growth of the popular music industry, research on singers' copyrights has been virtually nonexistent. This study contributes to broadening the spectrum of popular music research and, by encouraging subsequent researchers to participate in copyright research, it is a small step toward shaping the industry-academia structure of Korean popular music and the music copyright industry.

The objective of this study is to determine if the thematic priorities of news organizations are consistent or platform-specific by investigating the cross-platform strategies of three leading Bulgarian news agencies. Methodologically, the study combines a quantitative TF-IDF text analysis of 315,103 headlines from their websites and 6961 titles from their official YouTube channels with a qualitative analysis of YouTube thumbnails to assess their strategic visual contribution. The findings reveal a significant strategic divergence: YouTube channels are primarily dedicated to high-impact domestic political news centered on key public figures, while their official websites feature a much broader thematic scope, covering international conflicts or extensive cultural events. The thumbnail analysis further shows they function as a critical visual layer, adding emotional context and explicit cues that are not present in text headlines. This research concludes that news agencies do not simply mirror content but strategically adapt it to leverage the unique characteristics and audience expectations of each platform, employing distinct models for their YouTube and web presences.

Abstract Persuasion Strategies in the Rector's Speech at Lambung Mangkurat University. This research was conducted to understand persuasive communication strategies in higher education leadership context, particularly in the transformation era towards World Class University that demands institutional communication effectiveness. As the highest leader of higher education institutions, rectors have strategic responsibility to communicate university vision, mission, and policies to various stakeholders through speeches in academic forums. This study aims to elaborate the forms, patterns, and persuasion techniques used by Lambung Mangkurat University Rector in various speeches. This study adopts a descriptive qualitative approach to analyze persuasive rhetorical strategies in oral discourse delivered by ULM Rector. The primary data sources were speeches by ULM Rector for the 2022-2026 period collected from the university's official YouTube channel in various forums such as graduation ceremonies, new student orientation, and Dies Natalis. Data collection techniques included observation of speech recordings, transcript documentation, and audience interviews. Data analysis was conducted through data reduction, data presentation, and result verification stages. Research results show: (1) persuasion forms are reflected in balanced combination of ethos, pathos, and logos as the basis of rhetorical strategy; (2) speech composition patterns include problem-solving patterns, cause-effect patterns, pro-contra patterns, and motivated sequence patterns; (3) persuasion techniques include rationalization, identification, suggestion, and conformity adapted to audience characteristics and situational context. The research concludes that ULM Rector's speeches have high effectiveness in shaping audience opinions, directing thinking patterns, fostering attachment to institutional values, and functioning as instruments to strengthen university identity and encourage active participation of academic community in achieving strategic institutional goals.Keywords: Persuasion Strategy, Rector's Speech, Rhetoric, Leadership Communication

Following the evolution of digital technologies, communication is opening more space to visual elements, recognizing them for their semiotic functions. Among those elements, typography plays a significant role since, as van Leeuwen (2017, p. 9) states, “writing of all kinds now has to ‘look good’”. This affirmation can also be associated with the popularization of lyric videos — videos that show the lyrics and the audio of a song synchronically — which have been gaining recognition as a promotional tool in the music industry (McLaren, 2018). Considering that, this paper aims at presenting and discussing typography as a multimodal aspect of lyric videos of Taylor Swift’s songs that, when integrated to other visual elements present in those videos, may help the viewer to understand the context in which they were produced, the meanings behind the lyrics, and consequently, promote visual literacy. To do that, in a qualitative and exploratory study, we selected 7 (seven) lyric videos published on Taylor Swift’s official YouTube channel and took screenshots of three lines of each song: the first line of the song, the first line of the chorus, and the last line of the song, totaling 21 (twenty-one) screenshots. Then, the screenshots were cataloged in a spreadsheet, in which the characteristics present on the typographic elements were organized based on van Leeuwen’s (2006) and Serafini and Clausen’s (2012) descriptions. The last step was to analyze the data obtained and identify the meaning-making possibilities brought by this semiotic mode. Results showed that typography in Taylor Swift’s lyric videos plays a significant role in the meaning-making process. Features such as (it)regularity, (in)formality, framing, and color may have been used to convey messages of love, heartbreak, and grudge. We could understand that a possible implication of this is the use of lyric videos in the educational context, which might bring a new contribution to the English learning process and to visual literacy promotion through typography.

The study aimed to determine the recurrence of content related to the Orange Economy across 13 Peru Brand advertising campaigns broadcast between 2011 and 2024. To do this, a quantitative descriptive-research methodology of descriptive reach was applied, based on the content analysis of 29 videos hosted on the brand's official YouTube channel. The materials were classified according to the typology of Buitrago and Duque (2013), which distinguishes three areas: Arts and Heritage, Conventional Cultural Industries, Functional Creations, New Media, and Software. The results showed a predominance of Arts and Heritage (61%), followed by Conventional Cultural Industries (21%) and Functional Creations (18%). Likewise, a thematic diversification towards gastronomy, traditional knowledge, and ecotourism was observed. In conclusion, the campaigns confirmed that the Peru Brand articulates identity and creativity, consolidating the Orange Economy as a strategic resource for the country's cultural and tourism positioning.

This study aims to reveal the representation of women in the Sunsilk Hijab Anti-Dandruff advertisement using a descriptive qualitative approach and Sara Mills’ critical discourse analysis theory. The focus of this research includes the position of the subject, object, and reader within the advertisement discourse, as well as how language and visuals construct the image of women. The research data consists of a video advertisement for Sunsilk Hijab Anti-Dandruff obtained from the official YouTube channel of Sunsilk Indonesia. Data collection techniques were carried out through observation, which involved watching, recording, and identifying relevant visual and verbal elements. Data analysis uses Sara Mills’ theory by examining the relationship between text and image to uncover the embedded ideological meanings. The findings show that the advertisement represents hijab-wearing women as active subjects who remain dynamic despite experiencing dandruff problems. Sunsilk is positioned as a solution that respects their identity and provides comfort. The reader is positioned as an individual seeking practical solutions to dandruff issues, particularly for hijab-wearing women. In conclusion, the advertisement not only offers a product but also constructs a discourse on the roles and identities of hijab-wearing women in public spaces, while building the image of modern women who remain active, clean, and confident.