Normansyah, Endiko Wahyu (2025) Strategi Marketing Politik Di Media Sosial (Analisis Konten Instagram @diary.ningais Pada Pemilihan Umum Legislatif DPRD Kota Surabaya 2024). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
In the current development of information and communication technology, social media, particularly Instagram, has influenced various aspects of life, including politics. This study analyzes the political marketing strategy of Ning Ais Shafiyah Asfar through the Instagram account @diary.ningais during the 2024 Legislative Election for the Surabaya City DPRD. Ning Ais, as a legislative candidate from the National Awakening Party (PKB), utilized social media to increase her popularity and legitimacy in Electoral District 1 of Surabaya City. This research refers to the analysis of the categorization of 12 visual media content by Liebhart and Bernhardt (2017) and is linked to the concept of political marketing strategy by Adman Nursal (2004). The research method employed is qualitative descriptive, focusing on content analysis. Data was collected through digital documentation in the form of visual and text posts shared by Ning Ais on Instagram @diary.ningais. The results of the analysis show that Ning Ais successfully utilized the platform to build emotional connections with voters, highlight local issues, and strengthen her image as an advocate concerned about women, humanity, and the environment. The diverse political marketing strategies, ranging from site visits and digital campaigns to a combination of the two, significantly contributed to increasing public engagement and support, despite challenges in time and resource management remaining a primary concern. This study provides insights into the effectiveness of social media usage in the context of local politics.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) J Political Science > JA Political science (General) |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Endiko Endiko Wahyu Normansyah | ||||||||
| Date Deposited: | 30 Jan 2025 03:52 | ||||||||
| Last Modified: | 30 Jan 2025 03:52 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/34407 |
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