The Use of Social Media in Political Communication Strategies: A Qualitative Study on the Political Communication of Faisal Basri and Biem Benjamin, Independent Candidates for DKI Jakarta Gubernatorial Election 2012  

Oleh:

Puspitasari, Maya Elektrika

Jenis: Article from Proceeding
Dalam koleksi: The 2nd International Conference on Business and Communication (ICBC): Managing Change in Global Context : Toward Sustainable Competitiveness, page 214-228.
Topik: Political Communication; Political Branding; Social Media; Faisal Basri; Biem Benjamin; Independent Candidates; DKI Jakarta Gubernatorial Election
Fulltext: Proceeding The 2nd ICBC p214-228.pdf (590.04KB)

Isi artikel

This study describes the political communication strategy through social media conducted by independent candidates for DKI Jakarta gubernatorial election, Faisal Basri and Biem Benjamin using descriptive qualitative research, focusing on how they communicate and build a strong political brand. Faisal-Biem had successfully delivered political verbal text messages with redundancy, informative and educative method, but less persuasive. However, this strategy in building political brand as a newcomer in the political arena was well managed. Essential elements of personal branding concept have been integrated well with each other and built simultaneously. The online donations system became a realization of their independent image. Not only with their independence but the dominant use of social media in their strategy has brought a new approach as well as a political education for the democracy system in Indonesia. While the role of conventional media has not been completely replaced, it is found in this research that social media is an effective complementary weapon in communicating and forming political brand. The strategy has successfully touched five out of the six aspects that connect political image with voters’ behavior changes in the aspects of political desire, political awareness, perceived quality, political loyalty, and political endorser. Further research after the Jakarta gubernatorial election is needed to measure the success rate.

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