Content Analysis of Ruangguru's Academy of Champions Educational Program as A Competitive Edutainment Program

Abstract

This study analyzes the Academy of Champions competition program aired on the Ruangguru YouTube channel (December 28, 2024–February 1, 2025) to identify the construction of educational values through the integration of cognitive, affective, visual-narrative, and educational rhetoric dimensions within the edutainment framework. Using Krippendorff's content analysis method combined with Bloom's revised taxonomy (C3–C6), this study found that the cognitive dimension is represented through higher-order thinking skills reflected in problem solving, argumentation, and multidisciplinary reasoning. The affective dimension shows the internalization of the values of sportsmanship, collaboration, discipline, and responsibility formed through the dynamics of competition and the mentoring process. The visual-narrative dimension strengthens learning engagement through the use of multimodal elements, including gamification, educational icons, animations, and visualizations of solution steps that serve as cognitive supports. Educational rhetoric, which includes ethos, pathos, and logos, also clarifies the mechanism of instructional message delivery through the reinforcement of mentor credibility, emotional resonance, and logical argumentation. Overall, the findings of this study indicate that the Academy of Champions operates as a digital learning model that integrates entertainment, instructional design, character building, and multimodality in a competition-based edutainment format.