Visual accountability and digital populism: the “digital ombudsman” model in hypermedia-based governance

Background Hypermedia transforms local political communication into interactive capital branding. In Indonesia, local figures use YouTube to bypass bureaucracy. Objective This study investigates the “Digital Ombudsman” model of the Surabaya Vice Mayor through Armuji's YouTube channel (@Cakj1). The concepts of digital conflict mediation and the creation of visual accountability are examined. Methodology This study employs qualitative netnography with a critical discourse analysis (CDA) lens. Five of the most commented-on videos ( N = 5) for 2023–2026 were purposively sampled to understand the intersection of linguistic capital and digital populism. Results Armuji constructs a “Digital Ombudsman” by appropriating the Cak identity and Suroboyoan dialect. His interventions create “visual accountability,” through which viral evidentiality and evidence reduce deliberation to problem-solving action. Conclusion We contend that this model constitutes a politics of “digital populism,” where performative justice is offered in exchange for political legitimacy; therefore, we propose a strategic framework for hybrid governance.