Social media political campaign model of local elections in Pelalawan Regency Riau

Abstract

The modern rise of social media has altered the strategies used in political campaigns. Compared to traditional advertising, social media may lower the cost of a campaign. The Zukri-Nasar team effectively used social media for political campaigns for the 2020 local elections in Pelalawan Regency, Riau. Social media generated 30% of the vote because it can spread messages rapidly, widely, and interactively. Political actors utilize social media to develop their self-image. This study is descriptive-qualitative, and the sampling method used was purposive sampling. The informants comprised seven important informants who were part of the winning side in the municipal election in Pelalawan. An informant is someone with reliable knowledge regarding a political campaign. According to the study, Facebook is the most widely used platform for political campaigns because it is the most popular social networking platform in Pelalawan Regency, Riau. Political advertisements featuring 3D caricatures and political orientation are used as social media political campaign techniques. This tactic is a component of a unique, awareness-raising, and personal branding campaign. The candidate’s personal character is presented as accurately as possible on their social media campaign. Furthermore, the political campaign model found in the research was called The Integrative and Collaborative Model of the political campaign.

Fenomena Buzzer Di Media Sosial Jelang Pemilu 2024 Dalam Perspektif Komunikasi Politik

“…Bahkan dalam Pemilu, media sosial sering menyebarkan kampanye hitam dan negatif. Kampanye politik bertujuan untuk menyampaikan ide-ide terbaik yang diselenggarakan untuk mendapatkan dukungan publik untuk memenangkan kandidat (Moekahar et al, 2022).…”

“…Hal ini sejalan dengan hasil penelitian (Moekahar et al, 2022) yang menyatakan bahwa iklan politik adalah salah satu bentuk komunikasi pemasaran. Iklan politik ini bertujuan untuk mempengaruhi citra, elektabilitas, dan popularitas.…”

“…Gambar 3. Model Collaborative & Integrative (Moekahar et al, 2022) Konten media sosial terdiri dari dua kategori yaitu konten kreatif dan konten tim sukses yang berisi aktivitas pasangan calon. Dua konten tersebut merupakan penjabaran visi dan misi kandidat untuk memenangkan Pemilu.…”

“…Melalui konten ini, Politik identitas juga mendominasi kreativitas periklanan melalui latar belakang partai politik. Strategi ini merupakan bagian dari upaya untuk menarik perhatian dan personal branding (Moekahar et al, 2022).…”

Parasocial Versus Public Figure on Tiktok Social Media: A Psychoanalytic Perspective

“…This approach attracts attention and builds personal branding efforts (Moekahar et al, 2022). The campaign was carried out on TikTok social media because it can cover all levels of Indonesian society.…”