PDIP vs Gerindra: Political Marketing Communication Through Instagram Ahead of the 2024 Election

Muhammad Rio Fariza; Pawito; Andre Novie Rahmanto

doi:10.55927/fjss.v2i3.6154

Authors

Muhammad Rio Fariza Universitas Sebelas Maret
Pawito Universitas Sebelas Maret
Andre Novie Rahmanto Universitas Sebelas Maret

DOI:

https://doi.org/10.55927/fjss.v2i3.6154

Keywords:

Political Parties, Political Marketing, Social Media, Instagram, Elections

Abstract

This article reviews the role of social media Instagram in the political marketing communications of the PDI Perjuangan and Gerindra Party ahead of the 2024 Election; the election of these two parties is the subject of study because they are the political parties that won the 2019 Election with votes and won the most number of seats. Research using qualitative methods. Data were analyzed using qualitative content analysis by observing the Instagram accounts @pdiperjuangan and @gerindra. The study results show that Instagram is operated by political parties in digital marketing communications to attract public sympathy. The form of political marketing communication that is spread has a variety of themes and types of uploaded content

Downloads

Download data is not yet available.

References

Ahmad, T., Alvi, A., & Ittefaq, M. (2019). The Use of Social Media on Political Participation Among University Students: An Analysis of Survey Results From Rural Pakistan. SAGE Open, 9(3). https://doi.org/10.1177/2158244019864484

Akinola, O. O., & Adekunle, I. A. (2022). Developing market-oriented politics in Nigeria: a review of the 2019 presidential election. Journal of Marketing Communications, 28(1), 73–94. https://doi.org/10.1080/13527266.2020.1866646

Alfajri, M. F., Adhiazni, V., & Aini, Q. (2019). Pemanfaatan Social Media Analytics Pada Instagram Dalam Peningkatan. Interaksi: Jurnal Ilmu Komunikasi, 8(1), 34. https://doi.org/10.14710/interaksi.8.1.34-42

Amanah, D., & Harahap, D. A. (2018). Pengaruh Komunikasi Pemasaran Perusahaan terhadap Kesadaran Merek Pelanggan. Jurnal Manajemen Teori Dan Terapan | Journal of Theory and Applied Management, 11(3), 207. https://doi.org/10.20473/jmtt.v11i3.9789

Armawan, I., Sudarmiatin, Hermawan, A., & Rahayu, W. P. (2023). The effect of social media marketing, SerQual, eWOM on purchase intention mediated by brand image and brand trust: Evidence from black sweet coffee shop. International Journal of Data and Network Science, 7(1), 141–152. https://doi.org/10.5267/j.ijdns.2022.11.008

Bast, J. (2021). Managing the Image. The Visual Communication Strategy of European Right-Wing Populist Politicians on Instagram. Journal of Political Marketing, 0(0), 1–30. https://doi.org/10.1080/15377857.2021.1892901

Bennett, W. L., & Pfetsch, B. (2018). Rethinking Political Communication in a Time of Disrupted Public Spheres. Journal of Communication, 68(2), 243–253. https://doi.org/10.1093/joc/jqx017

Berikut 24 Partai Politik Peserta Pemilu 2024”, kpu.go.id, 30 Desember 2022, https://www.kpu.go.id/berita/baca/11315/berikut-24-partai-politik-peserta-pemilu-2024, Diakses tanggal 15 Mei 2023

Bossetta, M. (2018). The Digital Architectures of Social Media: Comparing Political Campaigning on Facebook, Twitter, Instagram, and Snapchat in the 2016 U.S. Election. Journalism and Mass Communication Quarterly, 95(2), 471–496. https://doi.org/10.1177/1077699018763307

Buccoliero, L., Bellio, E., Crestini, G., & Arkoudas, A. (2020). Twitter and politics: Evidence from the US presidential elections 2016. Journal of Marketing Communications, 26(1), 88–114. https://doi.org/10.1080/13527266.2018.1504228

Einwiller, S. A., & Boenigk, M. (2012). Examining the link between integrated communication management and communication effectiveness in medium-sized enterprises. Journal of Marketing Communications, 18(5), 335–361. https://doi.org/10.1080/13527266.2010.530055

Elo, S., Kääriäinen, M., Kanste, O., Pölkki, T., Utriainen, K., & Kyngäs, H. (2014). Qualitative Content Analysis. SAGE Open, 4(1), 215824401452263. https://doi.org/10.1177/2158244014522633

Grusell, M., & Nord, L. (2020a). Not so Intimate Instagram: Images of Swedish Political Party Leaders in the 2018 National Election Campaign. Journal of Political Marketing, 22(2), 92–107. https://doi.org/10.1080/15377857.2020.1841709

Grusell, M., & Nord, L. (2020b). Not so Intimate Instagram: Images of Swedish Political Party Leaders in the 2018 National Election Campaign. Journal of Political Marketing, 0(0), 1–16. https://doi.org/10.1080/15377857.2020.1841709

Kaur, H., & Sohal, S. (2022). Political brand endorsers, political brand preference, and political brand equity: A mediated moderated model. Journal of Marketing Communications, 28(1), 3–37. https://doi.org/10.1080/13527266.2020.1810101

Khairil, M., Yusaputra, M. I., & . N. (2019). Efek Ketergantungan Remaja K-Popers Terhadap Media Sosial di Kota Palu. Jurnal ASPIKOM, 4(1), 14. https://doi.org/10.24329/aspikom.v4i1.484

Knoll, J., Matthes, J., & Heiss, R. (2020). The social media political participation model: A goal systems theory perspective. Convergence, 26(1), 135–156. https://doi.org/10.1177/1354856517750366

Krina Loina Lalolo, P., & dan Munawaroh Zainal. (2018). Partisipasi Politik Pemilih Pemula Dalam Bingkai Jejaring Sosial Di Media Sosial. Jurnal ASPIKOM, 3(4), 737–753. http://jurnalaspikom.org/index.php/aspikom/article/view/210/141

M Julnis Firmansyah: Sambutan Jokowi di Acara Nusantara Bersatu: Pilih Capres yang Berambut Putih dan Banyak Kerutan Wajah, tempo.co, 26 November 2022, https://nasional.tempo.co/read/1661328/sambutan-jokowi-di-acara-nusantara-bersatu-pilih-capres-yang-berambut-putih-dan-banyak-kerutan-wajah, Diakses tanggal 5 Juni 2023

Mubarak, N., Kusumawati, A., & Raharjo, K. (2021). Menggali peran digital fitness influencer is terhadap parasocial interaction dan fan citizenship behavior. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 5(3), 764–790. https://doi.org/10.25139/jsk.v5i3.3633

Munoz, C. L., & Towner, T. (2022). Do high-engagement Instagram images influence presidential candidate evaluation? The moderating effect of familiarity. Journal of Research in Interactive Marketing, 16(4), 514–533. https://doi.org/10.1108/JRIM-01-2021-0003

Muñoz, C. L., & Towner, T. L. (2017). The image is the message: Instagram marketing and the 2016 presidential primary season. Journal of Political Marketing, 16(3–4), 290–318. https://doi.org/10.1080/15377857.2017.1334254

Newman, B. I., & Perloff, R. M. (2004). Political Marketing: Theory, Research, and Applications 1. In Handbook of Political Communication Research (pp. 17–36).

Pratiwi, A. (2018). Representasi Citra Politik Harry Tanoesoedibjo (Studi Semiotika Roland Barthes Dalam Video Mars Partai Perindo). Profetik: Jurnal Komunikasi, 11(2), 17. https://doi.org/10.14421/pjk.v11i2.1426

Pratyaksa, T., & Putri, E. (2019). Peranan New Media Dalam Transformasi Fungsi Komunikator dan Fungsi Konstruksi (Dramaturgy Akun Instagram Walikota Denpasar Rai Mantra Tahun 2019). Αγαη, 8(5), 55.

Putri Safira Pitaloka, Pemilu 2024 Semakin Dekat, Berapa Jumlah Pemilih Muda dan Perempuan?, tempo.co, 13 Mei 2023, https://nasional.tempo.co/read/1725110/pemilu-2024-semakin-dekat-berapa-jumlah-pemilih-muda-dan-perempuan, Diakses tanggal 5 Juni 2023

Qoyimah, D., Wardana, M. R., Susi, N., Nooresa, A. F., Muttaqin, M. I., & Wijaya, S. R. (2023). Collaborative Governance: Model Pengawasan Partisipatif Berbasis Gerakan Perempuan Mengawasi [Collaborative Governance: A Model of Participatory Surveillance Based on The Gerakan Perempuan Mengawasi]. Jurnal Politica Dinamika Masalah Politik Dalam Negeri Dan Hubungan Internasional, 13(2), 182–202. https://doi.org/10.22212/jp.v13i2.3317

Raihan Hasya, Daftar Media Sosial yang Paling Banyak Digunakan di Indonesia 2022, goodstats.id, 19 Februari 2023, https://databoks.katadata.co.id/datapublish/2021/09/14/instagram-media-sosial-favorit-generasi-z-di-dunia, Diakses tanggal 15 Mei 2023.

Razaqtiar, A. Z. (2016). Peran Partai Politik Dalam Pemilihan Kepala Daerah : Studi Upaya Partai Golkar dalam Memenangkan Pasangan Calon Juliyatmono - Rohadi di Pemilihan Kepala Daerah Kabupaten Karanganyar Tahun 2013. Jurnal Poliitk Muda, 5(3), 353–361.

Riskyawan, A. V., & Ervianty, R. M. (2019). The Use of Digital Marketing Communication Media as a Tool to Achieve Brand Awareness of Kitchenindo Products. TIJAB (The International Journal of Applied Business), 3(1), 59. https://doi.org/10.20473/tijab.v3.i1.2019.59-72

Rustandi, D. (2013). Dinamika Komunikasi Politik Menjelang Pemilu 2014. Jurnal Kominfo, 11(2), 93–173.

Sani, M. A. M. (2015). Political marketing in Malaysia: Examining the case of political campaigning in the 2014 Kajang by-election. Philippine Political Science Journal, 36(2), 167–189. https://doi.org/10.1080/01154451.2015.1084745

Shilvina Widi: Pengguna Media Sosial di Indonesia Sebanyak 167 Juta pada 2023 dataindonesia.id, 3 Februari 2023. https://dataindonesia.id/digital/detail/pengguna-media-sosial-di-indonesia-sebanyak-167-juta-pada-2023, Diakses tanggal 15 Mei 2023

Simons, G. (2019). Putin’s International Political Image. Journal of Political Marketing, 18(4), 307–329. https://doi.org/10.1080/15377857.2019.1678904

Stier, S., Bleier, A., Lietz, H., & Strohmaier, M. (2018). Election Campaigning on Social Media: Politicians, Audiences, and the Mediation of Political Communication on Facebook and Twitter. Political Communication, 35(1), 50–74. https://doi.org/10.1080/10584609.2017.1334728

Strömbäck, J., Falasca, K., & Kruikemeier, S. (2018). The Mix of Media Use Matters: Investigating the Effects of Individual News Repertoires on Offline and Online Political Participation. Political Communication, 35(3), 413–432. https://doi.org/10.1080/10584609.2017.1385549

Tiggemann, M., & Anderberg, I. (2020). Social media is not real: The effect of ‘Instagram vs reality’ images on women’s social comparison and body image. New Media and Society, 22(12), 2183–2199. https://doi.org/10.1177/1461444819888720

Towner, T. L., & Dulio, D. A. (2012). New Media and Political Marketing in the United States: 2012 and Beyond. Journal of Political Marketing, 11(1–2), 95–119. https://doi.org/10.1080/15377857.2012.642748

Towner, T. L., & Muñoz, C. L. (2022). A Long Story Short: An Analysis of Instagram Stories during the 2020 Campaigns. Journal of Political Marketing, 21(3–4), 221–234. https://doi.org/10.1080/15377857.2022.2099579

Tshuma, L. A. (2021). Political billboards, promise, and persuasion: An analysis of ZANU-PF’s 2018 harmonized elections political campaign. Journal of Marketing Communications, 27(3), 307–321. https://doi.org/10.1080/13527266.2019.1683057