Simanjuntak, Jessica Dorinda and Athahirah, Astika Ummy (2024) MEREK POLITIK (POLITICAL BRANDING) WALIKOTA TERPILIH MELALUI AKUN INSTAGRAM PADA MASA KAMPANYE PILKADA TAHUN 2020 DI KOTA MEDAN PROVINSI SUMATERA UTARA. Other thesis, IPDN.
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JessicaDorinda_31.0068_MEREK POLITIK (POLITICAL BRANDING) WALIKOTA TERPILIH MELALUI AKUN INSTAGRAM PADA MASA KAMPANYE PILKADA TAHUN 2020 DI KOTA MEDAN PROVINSI SUMATERA UTARA.pdf Download (718kB) |
Abstract
Problem Statement/Background (GAP): The victory of the elected mayor in the Local Leaders Election contestation on 2020 in Medan City was followed by a variety of issues and responses from the public. Starting from the issue of political identity as the son-in-law of a sitting president, young age, and a background that is not from the world of politics.. Purpose: this study aims to examine more deeply through an analysis of the political brand or political branding of the Elected Mayor of Medan City during the 2020 Regional Head Election campaign through an Instagram account. Method: The method used by the author in this research is Quasi-Qualitative Design (QQD) or semi-qualitative. Data were obtained through interviews and documentation, then analyzed using critical discourse analysis (CDA) techniques by Van Dijk (2009). The author uses the Six Stages of Political Branding theory or the Personal Political Brand Identity Assessment Framework according to Philbrick and Cleveland (2015) by using 3 of the 6 dimensions considered appropriate to this research. Result: The approach taken through various media, especially Instagram, makes it easier for him to reach out to people from various circles including young people. In his uploaded content, he often conveys his 5 main programs, called ‘Program Prioritas’ with the tagline #KolaborasiMedanBerkah, which is permanently attached. Interactions built through various activities and visits to hear complaints and aspirations of the community add added value that is seen as caring by the community. Conclusion: The conclusion of this research showed that the 2020 Elected Mayor in Medan City presents himself with a brand or brand that is “friendly, caring, and young at heart.” Keywords: Political Brand, Political Branding, Campaign, Instagram
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | J Political Science > JA Political science (General) J Political Science > JF Political institutions (General) J Political Science > JQ Political institutions Asia |
| Divisions: | Faculty of Politics and Government > Applied Indonesian Politics |
| Depositing User: | Politik Indonesia Terapan |
| Date Deposited: | 31 May 2024 02:55 |
| Last Modified: | 31 May 2024 02:55 |
| URI: | http://eprints.ipdn.ac.id/id/eprint/17111 |
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