Politisi dengan tingkat elektabilitas rendah dan strategi branding politik: analisis multimodalitas akun instagram puan maharani
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Keywords:
Political branding, brand personality, multimodality, semiotic resources
Abstract
Politicians potentially nominated by political party as a candidate for running in the elections commonly expected to get endorsement from a substantial number of electoral markets. Only few of them have a chance to do so however. In consideration of this, most of these politicians select and use particular semiotics codes strategically as an element to establish political branding strategy they carry out through media platforms, including social media. Having adopted Aaker’s (1997) concept of brand personality, this article examines how did Puan Maharani exploit semiotic code resources communicated through his Instagram account (@puanmaharaniri) as a political branding strategy. 3 materials posted in his Instagram account with high level engagement were selected, extracted and analyzed using multimodal analysis. The findings are follows. Puan deployed various kinds of semiotic code resources strategically. This includes strategic selection of represented participants, gestures, image composition, clothing colors, and hair styling. She kept exploiting all dimensions of brand personality, as posited by Aaker (1997), but she highlighted following three dimensions of this brand personality, which are competence, sophistication, and ruggedness much more and did it consistently. Political branding strategy she carried out was directed to create her personal political image as a populist politician; though this image belongs to her toughest rival from the party she associated with, which is Ganjar Pranowo
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Pich, C., Armannsdottir, G., Dean, D., Spry, L., & Jain, V. (2019). Problematizing the presentation and reception of political brands. European Journal of Marketing, 54(1), 190–211. https://doi.org/10.1108/EJM-03-2018-0187
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Suriyanto, A. D. (2017). Komunikasi Pesan Iklan Televisi Online Marketplace dengan Analisa Semiotika. Jurnal Komunikasi, 8(2), 142–146.
Verian, A., & Situmeang, I. V. O. (2019). Representasi Foto Kampanye Calon Presiden pada Majalah Tempo Edisi 19-25 November 2018 (Analisis Semiotika Charles Sanders Peirce). Jurnal SEMIOTIKA, 13(1), 1–21.
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Armannsdottir, G., Carnell, S., & Pich, C. (2020). Exploring Personal Political Brands of Iceland’s Parliamentarians. Journal of Political Marketing, 19(1–2), 74–106. https://doi.org/10.1080/15377857.2019.1680931
Collins, N., & Butler, P. (1996). Positioning Political Parties. Harvard International Journal of Press/Politics, 1(2), 63–77. https://doi.org/10.1177/1081180X96001002006
Cosgrove, K. M. (2012). Political branding in the modern age: Effective strategies, tools and techniques. In J. Lees-Marshment (Ed.), Routledge Handbook of Political Marketing (pp. 107–123). Routledge.
Creswell, J. W. (2013). Qualitative Inquiry and Research Design: Choosing Among Five Approaches (Third Edition). SAGE Publications, Inc.
Cwalina, W., & Falkowski, A. (2015). Political Branding: Political Candidates Positioning Based on Inter-Object Associative Affinity Index. Journal of Political Marketing, 14(1–2), 152–174. https://doi.org/10.1080/15377857.2014.990842
Delfanti, A., & Arvidsson, A. (2019). The Public Sphere and Power. In Introduction to Digital Media (pp. 93–115). John Wiley & Sons, Ltd. https://doi.org/https://doi.org/10.1002/9781119276296.ch5
Dewi, K. H. (2018). Gender Risk and Femininity: Personal Political Branding of Female Politicians in the Strong Political Dynasty Feature of South Sulawesi. Jurnal Studi Pemerintahan, 9(4). https://doi.org/10.18196/jgp.9489
Emile, R., & Lee, M. (2012). Revisiting Aaker’s (1997) brand personality dimensions: Validation and expansion. Advances in Consumer Research, 40, 363–370.
Eriyanto. (2019). Metode Komunikasi Visual: Dasar-dasar dan Aplikasi Semiotika Sosial untuk Membedah Teks Gambar. Rosdakarya.
Farisa, F. C. (2022, October). Survei Litbang “Kompas”: Elektabilitas Puan 1 Persen, Ganjar 23,2 Persen. Kompas.com. https://nasional.kompas.com/read/2022/10/26/10274811/survei-litbang-kompas-elektabilitas-puan-1-persen-ganjar-232-persen
Haller, K. (2019). The Little Book of Colour: How to Use the Psychology of Colour to Transform Your Life. Penguin Books.
Jain, V., Chawla, M., Ganesh, B. E., & Pich, C. (2018). Exploring and consolidating the brand personality elements of the political leader. Spanish Journal of Marketing - ESIC, 22(3), 295–318. https://doi.org/10.1108/SJME-03-2018-0010
Jewitt, C., Bezemer, J., & O’halloran, K. (2016). Introducing Multimodality. Routledge.
Kaur, H., & Sohal, S. (2022). Political brand endorsers, political brand preference, and political brand equity: A mediated moderated model. Journal of Marketing Communications, 28(1), 3–37. https://doi.org/10.1080/13527266.2020.1810101
Kress, G., & van Leeuwen, T. (2006). Reading Images. Routledge.
Patton, M. Q. (2015). Qualitative Research and Evaluation Methods (Fourth Edition). Sage Publications.
Pich, C., & Armannsdottir, G. (2022). Political Brand Identity and Image: Manifestations, Challenges and Tensions. In Political Branding in Turbulent times (pp. 9–32). Springer International Publishing. https://doi.org/10.1007/978-3-030-83229-2_2
Pich, C., & Newman, B. I. (2020). Evolution of Political Branding: Typologies, Diverse Settings and Future Research. Journal of Political Marketing, 19(1–2), 3–14. https://doi.org/10.1080/15377857.2019.1680932
Pich, C., Armannsdottir, G., Dean, D., Spry, L., & Jain, V. (2019). Problematizing the presentation and reception of political brands. European Journal of Marketing, 54(1), 190–211. https://doi.org/10.1108/EJM-03-2018-0187
Putra, N. A., & Raharjo, E. O. (2020). The Role of Public Relations Team: Case Study of Image Management in the Governor of Central Java, Ganjar Pranowo in the Digital Era. Journal Pekommas, 5(2), 169. https://doi.org/10.30818/jpkm.2020.2050206
Rahmat, A. F., & Purnomo, E. P. (2020). Twitter Media Platform to Set-Up Political Branding: Analyzing @Kiyai_Marufamin in 2019 Presidential Election Campaign. Nyimak: Journal of Communication, 4(1), 73–88.
Rahmawati, N. M. (2020). Fashion sebagai Komunikasi: Analisa Semiotika Roland Barthers pada Fashion Agus Harimurti Yudhoyono (AHY): dalam Pemilihan Gubernur Jakarta. KREDO: Jurnal Ilmiah Bahasa Dan Sastra, 4(1), 216–233.
Sharma, P., & Jain, V. (2022). Influencers and the Building of Political Brands—The Case of India. In Political Branding in Turbulent times (pp. 69–85). Springer International Publishing. https://doi.org/10.1007/978-3-030-83229-2_5
Suriyanto, A. D. (2017). Komunikasi Pesan Iklan Televisi Online Marketplace dengan Analisa Semiotika. Jurnal Komunikasi, 8(2), 142–146.
Verian, A., & Situmeang, I. V. O. (2019). Representasi Foto Kampanye Calon Presiden pada Majalah Tempo Edisi 19-25 November 2018 (Analisis Semiotika Charles Sanders Peirce). Jurnal SEMIOTIKA, 13(1), 1–21.
Yahya, A. N. (2022, September). Survei Charta Politika: Elektabilitas Ganjar Tertinggi, Disusul Prabowo dan Anies. Kompas.com. https://nasional.kompas.com/read/2022/09/22/16321281/survei-charta-politika-elektabilitas-ganjar-tertinggi-disusul-prabowo-dan
Published
2023-09-20
How to Cite
Hatmanti, G. A. P. N. Y., & Ahmad, N. (2023). Politisi dengan tingkat elektabilitas rendah dan strategi branding politik: analisis multimodalitas akun instagram puan maharani. Jurnal Komunikasi Profesional, 7(4), 583 - 611. https://doi.org/10.25139/jkp.v7i4.5813
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