GAMIFIED LEARNING AND AUDIENCE ENGAGEMENT: A MEDIA COMMUNICATION ANALYSIS OF RUANG GURU'S CLASH OF CHAMPIONS SEASON 2 (2025)3

Abstract

The integration of edutainment within mass media communication has become a rapidly growing trend in the digital era. This study analyzes the communication strategies and implementation of gamified learning in Ruang Guru’s Clash of Champions Season 2 (2025), a competitive-based digital learning innovation. Using a qualitative descriptive approach combined with content analysis and in-depth interviews with producers, participants, and audiences, this research explores how gamification elements, visual storytelling, and digital interactivity influence audience engagement and perceptions of entertainment-driven learning. The findings reveal that Ruang Guru successfully integrates educational competition with digital storytelling to foster emotional involvement, enhance knowledge retention, and encourage active audience participation. These results highlight that innovative gamified learning strategies in digital platforms can serve as a new model of educational communication in the era of media convergence.