Caleg, Kamera, dan Citra Diri: Evaluasi Personal Branding Politik di Media Digital
DOI:
https://doi.org/10.55606/jebaku.v5i2.5441Keywords:
caleg, digital political communication, personal branding, social media, voter perceptionAbstract
The digital era has revolutionized the way legislative candidates (caleg) build their self-image and reach voters. This study aims to evaluate the personal branding strategies used by candidates for the Indonesian House of Representatives (DPR RI) through digital media, especially visual social media such as Instagram, TikTok, and YouTube. Using a qualitative approach through content analysis and semi-structured interviews with political communication experts and legislative candidate campaign teams, this study identified that the effectiveness of personal branding is largely determined by three main elements: authenticity, narrative consistency, and interactivity. These three elements have been proven to be able to increase emotional connectivity between legislative candidates and digital voters, especially the younger generation. However, there was also an imbalance between the digital image built and the public's perception in the field, which can reduce the level of trust in the political representation displayed. The results of this study provide an important contribution to understanding the dynamics of digital political communication and strengthening more ethical, transparent, and participatory campaign practices in Indonesian electoral democracy.
Downloads
References
Castells, M. (2012). Networks of Outrage and Hope: Social Movements in the Internet Age. Polity Press.
Coleman, S. (2005). New Media and Political Efficacy. New York: Routledge.
Couldry, N. (2003). Media Rituals: A Critical Approach. Routledge.
Chadwick, A. (2013). The Hybrid Media System: Politics and Power. Oxford University Press
Enli, G. (2017). “Twitter as Arena for the Authentic Outsider,” European Journal of Communication, 32(1), 50–61.
Goffman, E. (1959). The Presentation of Self in Everyday Life. Anchor Books.
Montoya, P., & Vandehey, T. (2009). The Brand Called You: Make Your Business Stand Out in a Crowded Marketplace. McGraw-Hill.
Haryanto, I. (2021). “Public Perception of Digital Campaign in Indonesia's Legislative Election,” Jurnal Komunikasi Politik, 5(1), 43–57.
Kurnia, N., & Astuti, S. I. (2020). “Digital Literacy in Indonesian Society,” International Journal of Media and Information Literacy, 5(2), 61–69.
Kominfo RI. (2023). “Tren Kampanye Digital di Pemilu 2024.”
Lim, M. (2017). “Freedom to Hate: Social Media, Algorithmic Enclaves, and the Rise of Tribal Nationalism in Indonesia,” Critical Asian Studies, 49(3), 411–427.
McNair, B. (2011). An Introduction to Political Communication. Routledge.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Jurnal Ekonomi Bisnis dan Akuntansi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
