Hening Dien Fasikha, . (2024) STRATEGI POLITICAL BRANDING PARTAI AMANAT NASIONAL (PAN) MENJELANG PEMILU 2024 DI MEDIA SOSIAL INSTAGRAM. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research aims to understand the political branding strategy of the National Mandate Party (PAN) on their Instagram account, @amanatnasional, leading up to the 2024 elections. In this competitive environment, political parties strive to shape their image not only through traditional campaigns but also via social media campaigns to effectively target voter support, particularly among the younger demographic. This study examines PAN's political branding strategy on Instagram using netnographic research methods with both primary and secondary data sources. Data collection techniques include interviews and literature reviews, books, news articles, and relevant previous research journals. The findings of this study reveal that PAN's branding strategy to attract young voters leading up to the 2024 elections has undergone significant and unique transformation. This is analyzed through the three elements of Pich & Newmann's Political Branding theory: Personal Political Brands, Political Brands (Party, Leader, Policy), and Symbolic Communication. The consistent posting of PAN's Instagram content, showcasing the campaign activities of celebrity cadres, the credibility and performance of party leader Zulkifli Hasan, party policies, and distinctive party symbols, has effectively conveyed political messages to their followers, receiving positive responses and significantly increased the party's electability, leading to the successful election of its cadres to parliament.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil: 2010413150] [Pembimbing: Nurdin] [Penguji 1: Ardli Johan Kusuma] [Penguji 2: Anwar Ilmar] |
| Uncontrolled Keywords: | Political Branding Strategy, National Mandate Party, Instagram Social Media |
| Subjects: | J Political Science > J General legislative and executive papers J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1) |
| Depositing User: | HENING DIEN FASIKHA |
| Date Deposited: | 13 Sep 2024 06:45 |
| Last Modified: | 13 Sep 2024 06:45 |
| URI: | http://repository.upnvj.ac.id/id/eprint/33128 |
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