Email this article 
Marketing and Personal Branding of Anies Baswedan as Presidential Candidate by NasDem Party in Digital Space
Abstract
The purpose of this study is to see the phenomenon of political marketing, especially how the online mass media builds Anies Baswedan’s branding as a presidential candidate. The branding of presidential candidate serves as a phenomenon of Indonesian national politics particularly when NasDem Party declared Anies Baswedan as a presidential candidate on October 3, 2022. The methodology of this study uses qualifiers, and the technique of analysis and data analysis uses Nvivo12 plus mainly in online media reporting in Indonesia (CNN, Kompas, Media Indonesia, and Detik.com). The results of this study showed that the four media outlets were actively reporting on the nomination of Anies as a presidential candidate. The massive reporting put Anies' personal electability ahead of other political opponents. The identification is based on the analysis of content about Anies in the four online media outlets. In terms of quantity, Media Indonesia more actively reported on Anes’ candidacy than the other three media outlets. This is because of power polarization relationship in terms of ownership relationship between NasDem Party and Media Indonesia. Thus, the news frame leans towards Anies and indirectly it can be used for marketing and branding politics.
Full Text:
PDFReferences
Ciftic, D. (2020). Political Marketing and New Media Election Campaigning: The Application of North Cyprus 2018 General Elections. In E. Elif (Ed.), Handbook of Research on New Media Applications in Public Relations and Advertising. IGI Global. https://doi.org/DOI: 10.4018/978-1-7998-3201-0.ch021
Darwin, R. L., & Haryanto. (2021). Women candidates and Islamic personalization in social media campaigns for local parliament elections in Indonesia. South East Asia Research, 29(1), 72–91. https://doi.org/10.1080/0967828X.2021.1878928
Djakeli, K. (2022). The Branding of Political Leaders: Hamid Karzai as a Political Brand and His Matrix of Brand Awareness and Positive Image. in N. Chitadze (Ed.), World Politics and the Challenges for International Security World Politics and the Challenges for International Security. IGI Global. https://doi.org/DOI: 10.4018/978-1-7998-9586-2.ch010
Emeraldien, F. Z., Sunarsono, R. J., & Alit, R. (2019). Twitter Sebagai platform politik. Scan : Jurnal Teknologi Informasi Dan Komunikasi, 14(1), 21–30. http://www.ejournal.upnjatim.ac.id/index.php/scan/article/view/1457
Haq, F., & Maheen, A. S. (2022). Review of Opportunities in Collaboration Between Australia and Pakistan for the Education of Marketing Post Covid-19. In A. Medheker, S. Saha, & F. Haq (Eds.), Strategic Cooperation and Partnerships Between Australia and South Asia: Economic Development, Trade, and Investment Opportunities Post Covid-19. IGI Global. https://doi.org/DOI: 10.4018/978-1-7998-8657-0.ch003
Indra, D., Wahid, U., Magister, P., Komunikasi, I., & Budi, U. (2021). Tinjauan Literatur: Digital Komunikasi Politik Anies Baswedan. Jurnal Interaksi: Jurnal Ilmu Komunikasi, 5(2), 228–239. https://doi.org/10.30596/interaksi.v5i2.6198
Indrawan, J., & Ilmar, A. (2018). Kehadiran Media Baru (New Media) dalam Proses Komunikasi Politik. Medium, 8(1), 11–17.
Jain, V., & B. E, G. (2020). Understanding the Magic of Credibility for Political Leaders: A Case of India and Narendra Modi. Journal of Political Marketing, 19(1–2), 15–33. https://doi.org/10.1080/15377857.2019.1652222
Jamil, A., & Hesti, S. (2019). New Political Party and Political Branding: Perindo for Prosperous Indonesia. 343(Icas), 449–453. https://doi.org/10.2991/icas-19.2019.93
Kahne, J., & Bowyer, B. (2018). The Political Significance of Social Media Activity and Social Networks. Political Communication, 35(3), 470–493. https://doi.org/10.1080/10584609.2018.1426662
Krimmer, R. (2022). Elections in Digital Times _ (M. Benchelah, A. Piterbarg, & A. Cairola (eds.)). the United Nations Educational, Scientific and Cultural Organization,. https://unesdoc.unesco.org/in/documentViewer.xhtml?v=2.1.196&id=p::usmarcdef_0000382102&file=/in/rest/annotationSVC/DownloadWatermarkedAttachment/attach_import_a73ea6bc-0e03-43fb-a7c7-3dc7a6b8970a%3F_%3D382102eng.pdf&locale=en&multi=true&ark=/ark:/48223/p
Kurniawan, D. (2022). The Important of Digital Branding in Political Campaign. Suit Media. https://suitmedia.com/ideas/the-important-of-digital-branding-in-political-campaign
Lees-Marshment, J., Conley, B., Edward, E., Pettitt, R., Raynauld, V., & Turcotte, A. (2019). Political Marketing Principles and Applications (3rd Editio). Routledge. https://doi.org/https://doi.org/10.4324/9781351136907
Lindblad, A., & Nyman, P. (2019). Political branding through Facebook-A study of party branding during the Swedish general elections 2018. January.
Medyati, A. (2022). Temuan Drone Emprit, Anies Baswedan Paling Riuh Dibicarakan Media Online dan Media Sosial. Tempo. https://metro.tempo.co/read/1649407/temuan-drone-emprit-anies-baswedan-paling-riuh-dibicarakan-media-online-dan-media-sosial
Munadiyah, R. (2022). Political Digital Branding: Strategi Ampuh Kampanye Politik. https://gcomm.id/branding/political-digital-branding/
Nofiard, F. (2022). Komunikasi Politik Digital di Indonesia. 10(2), 31–40.
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
Safiullah, M., Pathak, P., Singh, S., & Anshul, A. (2017). Social media as an upcoming tool for political marketing effectiveness. Asia Pacific Management Review, 22(1), 10–15. https://doi.org/10.1016/j.apmrv.2016.10.007
Schwanholz, J., Graham, T., & Stoll, P. T. (2017). Managing democracy in the digital age: Internet regulation, social media use, and online civic engagement. In Managing Democracy in the Digital Age: Internet Regulation, Social Media Use, and Online Civic Engagement. https://doi.org/10.1007/978-3-319-61708-4
Smith, T. G. (2017). Politicizing Digital Space: Theory, the Internet, and Renewing Democracy. In Politicizing Digital Space: Theory, the Internet, and Renewing Democracy. https://doi.org/10.16997/book5
Sotiriadou, P., Brouwers, J., & Le, T. A. (2014). Choosing a qualitative data analysis tool: A comparison of NVivo and Leximancer. Annals of Leisure Research, 17(2), 218–234. https://doi.org/10.1080/11745398.2014.902292
Surya, P. M., & Jha, A. (2021). Branding attributes of political parties and leaders in India. Global Media Journal, 19(43), 264. http://www.globalmediajournal.com
Susila, I., Dean, D., Yusof, R. N. R., Setyawan, A. A., & Wajdi, F. (2020). Symbolic Political Communication, and Trust: A Young Voters’ Perspective of the Indonesian Presidential Election. Journal of Political Marketing, 19(1–2), 153–175. https://doi.org/10.1080/15377857.2019.1652224
Trisnanto, R. W., & Sukasah, T. (2020). Personal Branding Politik Thoriqul Haq Melalui Facebook. 11(1), 69–80.
Wahyudi, V. (2018). Politik Digital di Era Revolusi Industri 4 . 0: Marketing & Komunikasi Politik Politea: Jurnal Politik Islam, 1(2), 149–168.
Weismueller, J., Harrigan, P., Coussement, K., & Tessitore, T. (2022). What makes people share political content on social media? The role of emotion, authority and ideology. Computers in Human Behavior, 129, 107150. https://doi.org/https://doi.org/10.1016/j.chb.2021.107150
DOI: https://doi.org/10.25008/jkiski.v9i1.799
Article Metrics:
Abstract Views - 122
PDF Downloads - 45
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 Muhammad Hazim Khabir, Suswanta Suswanta, Ridho Al-hamdi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Indexed by:
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia (P-ISSN : 2548-8740, E-ISSN : 2503-0795)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Editorial Secretariat:
Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia (JKISKI)
Gedung Dewan Pers 5th Floors, Jl. Kebon Sirih 32-34 Jakarta 10110 - Indonesia
Contact Person : Prof. Dr. Rajab Ritonga, M.Si
Email : rajab.r@lspr.edu