Sarah Finka Simangunsong, . (2024) POLITICAL BRANDING PKS MUDA DI MEDIA SOSIAL INSTAGRAM @PKSMUDACOM DALAM MENINGKATKAN PARTISIPASI POLITIK ANAK MUDA MENJELANG PEMILU TAHUN 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research aims to analyse PKS Muda's political branding on Instagram Social Media @pksmudacom in increasing young people's political participation ahead of the 2024 elections. Since the implementation of the multiparty system in Indonesia following the Reformation, competition among political parties has intensified with regard to the acquisition of power. This is also the case for PKS, which experienced a period of stagnation in terms of vote acquisition during the 2004 to 2019 election period. The 2021 Indicator survey indicated that only 5.7% of the younger generation expressed interest in political parties, while the 2022 CSIS survey revealed that only 5.8% of young voters demonstrated interest in PKS. In order to overcome this challenge, PKS has adopted a political branding strategy through social media platforms, in particular Instagram @pksmudacom. This research employs a qualitative methodology with a netnographic approach, encompassing the analysis of both primary and secondary data. Data collection techniques include netnographic observation, Computer-Assisted Qualitative Data Collecting (CAQD) utilising RapidMiner, a literature review, and interviews. The theoretical framework underpinning this research is the political branding theory of Christopher Pich and Newman. The results demonstrated that the political branding strategy employed by PKS Muda was effective in increasing the political participation of young people in advance of the 2024 elections, as conceptualised within the theoretical framework of political branding proposed by Pich and Newman. This is evidenced by an increase in the number of followers of the @pksmudacom Instagram account, an increase in the number of young PKS candidates elected to the DPR RI in 2024, and an increase in PKS electability according to Generation Z. The survey results indicate that PKS ranks third with 15% electability. The findings of this study indicate that the active interaction approach with followers is the main factor that has a positive effect on increasing young people's political participation. Content and communication that are relevant to young people have succeeded in building a positive image of PKS among young voters. The political branding strategy that prioritises that values of inclusiveness and active participation of the younger generation is effective in increasing young people's political participation ahead of the 2024 elections.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010413077] [Pembimbing: Restu Rahmawati] [Penguji 1 : Deni Angela] [Penguji 2 : Muhammad Prakoso Aji] |
| Uncontrolled Keywords: | Political Branding, PKS Muda, Social Media Instagram |
| Subjects: | J Political Science > JA Political science (General) J Political Science > JC Political theory |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | SARAH FINKA SIMANGUNSONG |
| Date Deposited: | 11 Sep 2024 02:25 |
| Last Modified: | 11 Sep 2024 02:25 |
| URI: | http://repository.upnvj.ac.id/id/eprint/33031 |
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