Digital Political Communication Strategy of MULIA on Instagram: A Political Branding Perspective in the Makassar Mayoral Election
DOI:
https://doi.org/10.30863/palakka.v6i2.11465Kata Kunci:
Agenda setting, Komunikais politik digital, Instagram, Pemasaran politik, Strategi politikAbstrak
Perkembangan pesat media digital telah mengubah komunikasi politik, khususnya dalam pemilihan lokal di mana media sosial berfungsi tidak hanya sebagai saluran informasi tetapi juga sebagai ruang untuk membangun narasi politik dan keterlibatan pemilih. Studi ini menganalisis strategi komunikasi politik digital pasangan kandidat MULIA, Munafri Arifuddin dan Aliyah Mustika Ilham, melalui Instagram selama pemilihan Walikota Makassar. Dengan menggunakan pendekatan kualitatif, penelitian ini menerapkan analisis wacana kritis yang dikembangkan oleh Norman Fairclough yang dikombinasikan dengan teori penetapan agenda dari Maxwell McCombs dan Donald Shaw. Data dikumpulkan melalui observasi digital, dokumentasi materi kampanye, dan wawancara dengan tim media kampanye. Sebanyak 419 unggahan Instagram yang dipublikasikan selama periode kampanye dianalisis untuk mengidentifikasi pola pembingkaian isu, konstruksi citra politik, dan strategi kampanye digital. Temuan menunjukkan bahwa kampanye tersebut menerapkan strategi komunikasi yang terstruktur termasuk strategi pemilihan isu, penetapan agenda, tahapan pemasaran politik (kesadaran, disukai, dan terpilih), dan branding emosional melalui arketipe Pahlawan dan Pengasuh. Instagram berfungsi bukan hanya sebagai alat penyebaran informasi, tetapi juga sebagai arena diskursif tempat identitas politik, legitimasi, dan hubungan emosional dengan pemilih yang dibangun. Studi ini menyoroti semakin pentingnya komunikasi politik digital dalam membentuk persepsi publik dan mempengaruhi partisipasi pemilu dalam kontes demokrasi lokal.
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