Ganjar Pranowo's Image Politics Through TikTok Content Videos

Hendra Hidayat, Nani Nurani Muksin


The internet penetration rate in Indonesia reached 77.02% in the first quarter of 2022. The internet and social media are suitable media for the process of communication and political campaigns. With the growing number of users, social media TikTok becomes a new strategic tool for politicians to drive political narratives. One of the Indonesian politicians and state officials who use TikTok social media is Ganjar Pranowo, who is currently serving his second term as Governor of Central Java (2013-2023). Ganjar Pranowo was selected for review because of his electability in the top three positions in June 2022. This article aims to: 1) find out and analyze the politics of Ganjar Pranowo's image on the TikTok account @ganjarpranowofc by exploring the meaning of the messages contained in it; and 2) interpret the political image it displays through the impression received by the audience. This article was compiled using a descriptive qualitative method with a semiotic analysis approach model from Roland Barthes on the video content of the @ganjarpranowofc TikTok account. The results found: that video content was uploaded as a strategy for shaping Ganjar Pranowo's political image. The messages in the video show Ganjar Pranowo's charm who is close to the people, does actual work, balances world life with spirituality, shows social empathy, is friendly to the issue of diversity-child-women and is responsive to up-to-date issues. The uploaded videos also show the figure of Ganjar Pranowo, who enjoys his job as a governor who serves the community. The visual strategies used include 1) biographical strategy, 2) incumbent strategy, and 3) the strategy of the Head of Kagama. TikTok account @ganjarpranowofc is also managed professionally from pre-production to post-production.


Full Text:



Alam, S. (2021). Penggunaan Media Sosial Sebagai Alat Komunikasi Politik. Avant Garde. 9(1), 68-78.

Barthes, R. (2007). Membedah Mitos-Mitos Budaya Massa: Semiotika Atau Sosiologi Tanda, Simbol dan Representasi. Yogyakarta: Jalasutra.

Febriansyah & Muksin, N.N. (2020). Fenomena Media Sosial: Antara Hoax, Destruksi Demokrasi, dan Ancaman Disintegrasi Bangsa. Sebatik. 24(2), 193-200.

Elfinaro, A. (2004). Dasar-Dasar Public Relations. Bandung: Remaja Rosdakarya.

Goffman, E. (1956). The Presentation of Self in Everyday Life. University of Edinburgh Social Sciences Research Centre.

Heryanto, G.G & Zarkasy, I. (2012). Public Relations Politik. Bogor: Ghalia Indonesia.

Hunt, K. J. (2015). Political storytelling and the land of make-believe. Huffington Post.

Iqbal, M. (2021). Digital Storytelling Marketing Politik di Instagram: Analisis Isi Kualitatif Akun Instagram@Ridwankamil pada Pilkada Jabar 2018. Dinamika Komunikasi & Kearifan Lokal. 241-252.

Jalli, N (2022, April 1). TikTok adalah Alat Baru Politikus untuk Memenangkan Pemilu di Asia Tenggara.

Kepios. (2022, May 22). TikTok Statistics and Trends: Page Update 12 May 2022.

Kompas. (2022). Saling Salip Elektabilitas Ganjar, Prabowo, dan Anies Menuju Pilpres 2024.

Lasswell, H.D (1927). The Theory of Political Propaganda. The American Political Science Review. 21(3), 627-631.

Liebhart, K & Bernhardt. (2017). Political Storytelling on Instagram: Key Aspects of Alexander Van der Bellen’s Successful 2016 Presidential Election Campaign. Social Science Open Access Repository. Media And Communications,15-25.

McNair, B. (2011). Introduction Political Communication. London: Routledge.

Nimmmo, (2010). Komunikasi Politik: Khalayak dan Efek. Bandung: PT. Remaja Rosdakarya.

Putra, D,K.S. (2015). Komunikasi CSR Politik. Jakarta: Prenadamedia Group.

Riyanto, T.V., Priyowidodo, G., & Aritonang, A.I. (2021). Strategi Impression Management Gubernur Jawa Tengah Ganjar Pranowo selama Penanganan COVID-19 melalui Akun Twitter @Ganjarpranowo. Jurnal E-Komunikasi. 9(2), 1-12.

Sobur, Alex. (2006). Semiotika Komunikasi. Bandung: Remaja Rosdakarya.



Article Metrics:

Abstract Views - 191

PDF Downloads - 111


  • There are currently no refbacks.

Copyright (c) 2022 Hendra Hidayat, Nani Nurani Muksin

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Indexed by: 
Google Scholar  Mendeley

Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia (P-ISSN : 2548-8740, E-ISSN : 2503-0795)
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Editorial Secretariat:
Jurnal Komunikasi: Ikatan Sarjana Komunikasi Indonesia (ISKI)
Gedung Dewan Pers 5th Floors, Jl. Kebon Sirih 32-34 Jakarta 10110 - Indonesia

Contact Person   : Prof. Dr. Rajab Ritonga, M.Si

Email                   :

Call/Whatsapp     : +62811133471
View My Stats