Bagus Aryo Darsono, . (2026) STRATEGI POLITIK DWI RIO SAMBODO DALAM MEMBANGUN DAN MEMPERTAHANKAN CITRA PDI PERJUANGAN PASCAPEMILU 2024 MELALUI INSTAGRAM. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
![[img]](http://repository.upnvj.ac.id/style/images/fileicons/text.png) |
Text
01. ABSTRAK.pdf Download (186kB) |
|
Text
AWAL.pdf Download (812kB) |
|
Text
03. BAB I.pdf Restricted to Repository UPNVJ Only Download (314kB) |
|
Text
04. BAB II.pdf Restricted to Repository UPNVJ Only Download (511kB) |
|
Text
05. BAB III.pdf Restricted to Repository UPNVJ Only Download (371kB) |
|
Text
06. BAB IV.pdf Restricted to Repository UPNVJ Only Download (882kB) |
|
Text
07. BAB V.pdf Download (261kB) |
|
Text
08. DAFTAR PUSTAKA.pdf Download (298kB) |
|
Text
09. RIWAYAT HIDUP.pdf Restricted to Repository staff only Download (163kB) |
|
Text
10. LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (1MB) |
|
Text
HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (25MB) |
|
Text
12. ARTIKEL KI.pdf Restricted to Repository staff only Download (221kB) |
Abstract
This study examines the digital political campaign strategy employed by a PDI Perjuangan faction member of the Jakarta Provincial Legislature (DPRD DKI Jakarta) through Instagram in building and maintaining party image following the 2024 general election, with a case study on the @dwiriosambodo_official account. The research departs from the shifting landscape of political communication in the digital era, in which social media has evolved into a permanent arena for political party image-building beyond the electoral cycle. This study employs a descriptive qualitative approach with a case study design, analyzing 187 feed posts and 55 reels/videos published between May 2024 and March 2025, alongside digital interviews with five purposively selected account followers. The analytical framework draws on Dieter Roth's political campaign strategy theory and the theory of political party branding on Instagram, encompassing three dimensions: party branding, political party leader branding, and personal branding. The research findings show that Dwi Rio Sambodo’s content management strategy demonstrates a high level of consistency in producing content focused on field activities and closeness to the community. As a member of the Regional House of Representatives (DPRD) and a party cadre, Dwi Rio Sambodo successfully cultivated an image of PDI Perjuangan as a party that is "present, consistent, and stands with the common people," in accordance with Roth's (2008) political strategy theory. However, it also reveals significant limitations in the variety of image dimensions, as the content is too dominant in emphasizing physical presence and emotional care, while content demonstrating policy capacity remains minimal, creating a gap between affective and cognitive image dimensions (Larsson, 2021). The framing strategy applied has not been optimal in building an explicit narrative connection between personal activities and the agenda of PDI Perjuangan, failing to fulfill the strategic framing function described by Entman (1993) and adopted by Roth (2008). As a result, a decoupling phenomenon occurs between personal brand and party brand, where followers absorb messages about the politician’s personal qualities without processing them as reflections of the party’s institutional qualities (Anshari, 2023). The responsive and dialogic interaction pattern has succeeded in building trust at the personal level in line with Grunig’s two-way symmetric communication concept; however, the engagement that emerges remains person-centric because explicit references to PDI Perjuangan as an institution are still very limited, so closeness to the figure does not automatically develop into loyalty toward the party (Montoya & Vandehey, 2009). The personal branding strategy shows remarkable success, with visual authenticity as its competitive advantage (McNally & Speak, 2011), yet its integration with the party brand has not been optimal, as reflected in the case of DS, who gave a very positive evaluation of the figure but did not change his perception of the party. This indicates that strong personal branding does not automatically transfer a positive image without an explicit narrative connection mechanism (Hardiman & Setiawan, 2023; Roth, 2008). The supporting factors identified include post-election communication consistency that overcomes post-election social media fatigue (Larsson, 2021), content authenticity, technical ability in utilizing Instagram features, and high responsiveness, while the inhibiting factors include the absence of an integrated strategic framework that results in ad hoc content production, limited team capacity in producing substantive policy-based content, the competitive political dynamics after the 2024 Election, and changes in Instagram’s algorithm that prioritize entertainment content. All of these must be managed proactively through flexible strategic adaptation in line with Roth’s (2008) principles in order to maintain the party’s image and electability in the long term.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010413134] [Pembimbing: Danis Tri Saputra W.] [Penguji 1: Anwar Ilmar] [Penguji 2: Aniqotul Ummah] |
| Uncontrolled Keywords: | Political Strategy Political Party Image 2024 Election |
| Subjects: | J Political Science > J General legislative and executive papers J Political Science > JA Political science (General) J Political Science > JC Political theory J Political Science > JF Political institutions (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | BAGUS ARYO DARSONO |
| Date Deposited: | 07 Sep 2026 07:23 |
| Last Modified: | 07 Sep 2026 07:23 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53044 |
Actions (login required)
 |
View Item |