POLITICAL BRANDING SEBAGAI INSTRUMEN KOMUNIKASI POLITIK DI ERA DIGITAL

Aminuddin Aminuddin; Raihani Dewi Nasution; Adi Pia

doi:10.46576/wdw.v19i1.6009

POLITICAL BRANDING SEBAGAI INSTRUMEN KOMUNIKASI POLITIK DI ERA DIGITAL

Aminuddin Aminuddin, Raihani Dewi Nasution, Adi Pia

Abstract

Penelitian ini menyoroti pentingnya political branding di media massa-sosial dalam konteks politik modern. Tujuan penelitian adalah untuk mengevaluasi efektivitas political branding yang diterapkan oleh politisi dan partai politik di platform media sosial. Penelitian menggunakan metode kualitatif dengan teknik pengumpulan data melalui observasi platform media sosial dan studi literatur. Analisis data dilakukan menggunakan metode analisis Miles dan Huberman serta pendekatan interpretif grounded theory dari Geertz. Hasil penelitian menunjukkan bahwa political branding merupakan bagian penting dalam komunikasi politik terutama dalam kampanye seorang politisi dan partai politk. Efektivitas political branding dapat berdampak positif apabila politisi dan partai politik mampu memformulasi pesan yang tepat sesuai dengan kebutuhan pemilih, memaksimalkan interaksi yang baik dengan pemilih, mengaktivasi pemilih melalui media, dan secara akurat mengambil strategi yang tepat berdasarkan opini publik yang berubah secara real-time.

Keywords

Politik, Political Branding, Komunikasi Politik.

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DOI: https://doi.org/10.46576/wdw.v19i1.6009