Gaya Komunikasi Food Vlogger melalui Konten Mukbang (Studi Kasus pada Channel Youtube Nex Carlos)

ULU, Katarina Ingrit Moin (2025) Gaya Komunikasi Food Vlogger melalui Konten Mukbang (Studi Kasus pada Channel Youtube Nex Carlos). Undergraduate thesis, Universitas Katolik Widya Mandira Kupang.

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Abstract

Communication is a way for a person to be able to interact with each other. Being a food vlogger, Nex Carlos must be able to communicate well and attractively to be able to attract his audience. So, a food vlogger must also have a communication style used when reviewing food to be able to attract many people and attract many viewers on his youtube channel and become the uniqueness of a Nex Carlos. This research uses a qualitative approach with a case study method, focusing on two mukbang videos uploaded by Nex Carlos, namely "Eating Around Indonesia! Nex Carlos Tries to Slaughter This Much Lobster" and "Nex Carlos Doesn't Have the Strength to Finish This Spicy Food". From the results of the research conducted by the author, it was found that Nex Carlos was able to connect the audience by communicating with a relaxed manner so that the audience could better understand what was being conveyed, and Nex Carlos applied three main communication styles proposed by Robert W. Norton: Dominant Style, Dramatic Style, and Open Style. The Dominant Style is evident in its confident attitude and initiative in leading the video narrative, while the Dramatic Style is conveyed through entertaining expressions and humor. Open Style evokes closeness with the audience through active interaction. With a relaxed and honest approach, Nex Carlos not only conveys information about food but also builds an emotional connection with its audience. With this approach, the author hopes to clearly explain how Nex Carlos' communication captures the audience's attention in his mukbang content and how this affects their experience. This research is expected to provide a better understanding of effective communication techniques in social media and in culinary content. And hopefully this research can be a reference for future research.

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