Power, Ideology, and Discursive Strategies: A Critical Discourse Analysis of “My Trip to Jumla”

Abstract

This study examines the vlog of Hirdayendra Bir Bikram Shah “My Trip to Jumla”, analyzing how language, image, and ideology construct royal identity and authority in Nepal’s democracy after the monarchy. The analysis uses both Critical Discourse Analysis (CDA) and Foucault’s theory of power, and Gramscian hegemony to show that the discourse constructs identity, strengthens cultural nationalism, and creates public consciousness through interaction with marginal society. The findings emphasize how vlogs function as powerful digital spaces for reshaping ideologies, managing soft power, and redefining authority in the changing political and cultural landscape in Nepal. The research suggests that in Nepal's evolving digital and democratic landscape, vloggers like those behind "My Trip to Jumla" may still have an influence on public perceptions of identity, authority, and nationalism, thereby determining the modes of cultural legitimacy and political discourse. Besides, researchers might explore how emerging digital platforms and alterations in audience participation affect the production, dissemination, and opposition of power and ideology in Nepal's sociopolitical environment.