PERSONAL BRANDING DALAM PENINGKATAN ELEKTABILITAS (STUDI KEKUATAN FOTO GANJAR PRANOWO PADA PEMILIHAN GUBERNUR JAWA TENGAH 2013)

Soetomo, Tom (2015) PERSONAL BRANDING DALAM PENINGKATAN ELEKTABILITAS (STUDI KEKUATAN FOTO GANJAR PRANOWO PADA PEMILIHAN GUBERNUR JAWA TENGAH 2013). Masters thesis, Postgraduate Program in Communication Studies.

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Abstract

ABSTRAKSI Pemilihan kepala daerah secara langsung membawa iklim demokrasi baru bagi perkembangan pendidikan politik di Indonesia, terjadi sejak adanya perubahan Undang-Undang Nomor 22 Tahun 1999, kemudian diubah menjadi Undang-Undang Nomor 32 Tahun 2004 tentang Pemerintahan Daerah. Implikasi dari perubahan undang undang ini adalah adanya pemilihan langsung Perubahan mekanisme pemilihan umum kepala daerah tersebut mengakibatkan perubahan konsep kampanye yang harus dilakukan. Sebelum pemilihan secara langsung, partai politik dan DPRD berperan penting dalam pilkada. Namun, dengan adanya pilihan langsung, sosok calon lebih dipentingkan, karena rakyat yang menentukan pilihan. Perjalanan Ganjar-Heru dalam kompetisi Pilgub Jateng 2013 dalam upaya mendongkrak popularitas dan elektabilitas menarik untuk diteliti, karena pada saat diumumkan sebagai calon Gubernur Jawa Tengah, popularitas dan elektabilitas Ganjar Pranowo paling rendah dibandingkan dua kandidat yang lain. Strategi kampanye political marketing, personal branding dan foto branding Ganjar Pranowo dengan tagline “Mboten Ngapusi, Mboten Korupsi” merupakan langkah konkrit untuk mendongkrak popularitas dan elektabilitas. Agar berhasil dalam sebuah kompetisi politik, calon kepala daerah harus memiliki kemampuan politik, citra diri yang positif, menguasai opini publik, strategi kampanye, strategi pemetaan pemilih, serta strategi penguasaan media. Kata kunci : Foto branding Ganjar Pranowo, Mboten Ngapusi, Mboten Korupsi.   ABSTRACT Since the change of Act No. 22 year 1999 on District Government and then amended by Law No. 32 year 2004 on District Government, the district government elections system was renewed, and the new democratic climate for the development of political education in Indonesia were emerged. The new law brought the new passion of an election. Changes in the mechanism of the provincial election resulted in changes in the concept of campaign. At first political parties and parliament plays an important role in the election. However, with the existence of the direct elections system, candidate plays more important role. Within the new system, the people is the one who make choices. This research was based on The Journey of Ganjar-Heru in Central Java Governor Election competition in 2013. How to boost the popularity and electability of the candidate is the main interest of the research. Prior to the election, once announced for the governor of Central Java Province candidate, the popularity and electability of Ganjar Pranowo is the lowest compared to the other two candidates. Political campaign marketing strategies, personal branding and branding photos of Ganjar Pranowo with the tagline "Mboten Ngapusi, Mboten Korupsi" (Not a Liar, Not a Corruptor) is a concrete step to boost the candidate popularity and electability. Positive self image, master of public opinion, campaign strategy, strategy mapping voters, as well as control of media strategy, are very important to succeed in a political competition. Those criteria are a must have item for a candidate to win it campaign in Government Election, either on Provincial or Municipial election system. Keywords: Photo branding Ganjar Pranowo, “Mboten Ngapusi, Mboten Korupsi”.

Item Type:Thesis (Masters)
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:School of Postgraduate (mixed) > Master Program in Communication Science
ID Code:45515
Deposited By:Magister Ilmu Komunikasi
Deposited On:06 May 2015 12:54
Last Modified:18 Dec 2015 18:48

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