Branding Capres Dan Konstruksi Wacana Politik Pilpres 2024 Di Ruang Media Sosial
Abstract
ABSTRACT
Social media is the most effective space for image branding and political construction for candidate who will compete in the 2024 presidential election. Currently, social media platforms (Facebook, Instagram, Youtube, Twitter and TikTok) are widely used by candidate to create an impression, polishing the image, forming a reputation, and constructing the identity of each candidate. This study aims to expand the branding and political construction of the presidential/vice presidential candidate's image in the 2024 presidential election through social media as another form of digital campaign that has not been fully effective in realizing news democratization in the virtual space. Through a qualitative approach with a descriptive case analysis method, this study found the fact that social media is the main actor in idea marketers, framing actors, and agenda setting organizers who provide access to news and evaluations (approval, justification, denial) of each other's image, reputation, and identity each candidate who will compete in the 2024 presidential election, with variations framing, degree of branding, and different accentuations of political construction.
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