POLITICAL BRANDING JOKOWI FOR PRESIDENT (JKW4P) DI MEDIA SOSIAL TWITTER TAHUN 2014

AGUSTINA, DORIA (2016) POLITICAL BRANDING JOKOWI FOR PRESIDENT (JKW4P) DI MEDIA SOSIAL TWITTER TAHUN 2014. Other thesis, UNIVERSITAS SEBELAS MARET.

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    Abstract

    Along with a number of political parties, the direct election of the president and vice president to encourage political competition who is very fierce that opens prospect of the development of political communication studies and political democracy. After periode of reform, the use of media openly has become a common thing. Social media is one of the leading media dramatic change communication structure of consumption from the mass communication into interactive digital communication. Researcher focused on one of the presidential candidates namely Jokowi-JK in social media. Among many social media are used, twitter is a social media which is run activly by Jokowi, this is indicated by Jokowi twitter activity is more active during the campaign than usual. Jokowi actively campaigned during the last presidential election with tweet accompanied by pound sign #JKW4P. Campaign conducted by Jokowi through social media is used as political branding, one of them is to build a political image. This research aims to know political branding Jokowi For President (JKW4P) during the presidential election 2014 in social media Twitter. This research using qualitative content analysis method to examine the deeper meaning behind the text content twitter account (www.twitter.com/JKW4P). Population or object in this research is tweet Jokowi For President in social media Twitter which amounts 945 tweets. Sample of this research is Jokowi For President’s tweet which is updated on June 4, 2014 until July 5, 2014. The number of samples in this study were 185 tweets. Collection Techniques using documentation obtained from the study JKW4P tweet. The data analysis techniques that is content analysis with a qualitative approach Hsieh & Shannon directed content analysis approach that starts from the theory as a guide. The results of this research are 1) appearance, Jokowi wearing a plaid shirt with rolled up sleeves, jeans, hair neatly combed and hand gestures such as two-finger greeting contextually Jokowi wants change to Indonesia. 2) Personality, Jokowi close to the people, bring positive personal values applied to the political sphere. 3) The political key messages, Jokowi is a leader who does not have the distance to the people, original, perceptive to use technology, able to bring change, credible and serve the community. Keywords: Political Branding, Social Media Twitter, Jokowi for President (JKW4P)

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HE Transportation and Communications
    Divisions: Fakultas Ilmu Sosial dan Ilmu Politik
    Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi
    Depositing User: dian pratiwi
    Date Deposited: 29 May 2016 08:03
    Last Modified: 29 May 2016 08:03
    URI: https://eprints.uns.ac.id/id/eprint/26575

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