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All Journal JPPUMA: Jurnal Ilmu Pemerintahan dan Sosial Politik Universitas Medan Area
Rama Islami Yana
Universitas Andalas
Social Sciences

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IMAGOLOGI POLITIK KEMENANGAN ADE JONA PRASETYO DALAM PEMILIHAN LEGISLATIF TAHUN 2024 DI PROVINSI SUMATERA UTARA Rama Islami Yana; Indah Adi Putri; Asrinaldi Asrinaldi
JPPUMA: Jurnal Ilmu Pemerintahan dan Sosial Politik UMA (Journal of Governance and Political UMA) Vol. 14 No. 2 (2026): JPPUMA: Jurnal Ilmu Pemerintahan dan Sosial Politik UMA (Journal of Governance
Publisher : Universitas Medan Area

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31289/jppuma.v14i2.18635

Abstract

This study examines the production and circulation of Ade Jona Prasetyo’s political image during the 2024 legislative election in the North Sumatra I electoral district. It employed a qualitative approach with an instrumental case study design. Primary data were collected through in-depth interviews with the candidate, campaign team, media team, party and organizational actors, influencers, and external informants, while campaign documentation and social media content served as supporting data. The findings show that the candidate’s image was constructed through the repertoire of “young, courteous, and caring,” his experience as an entrepreneur and organizational leader, and representations of inclusiveness. This image was strengthened through elite networks, his position within the Gerindra Party, involvement in the Prabowo–Gibran campaign, and organizational experience. Its circulation occurred intermedially through offline activities, visual documentation, social media, billboards, and influencers. Digital media primarily amplified visibility rather than independently determining electoral victory. These findings confirm that political imagology is collective, relational, and cross-media in character.
Co-Authors Asrinaldi Asrinaldi Putri, Indah Adi