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Journal : Qawwam

IMPLEMENTATION OF THE ELABORATION LIKELIHOOD MODEL (ELM) IN THE POLITICAL COMMUNICATION STRATEGY OF THE JAYA-WIBAWA PAIR ON INSTAGRAM IN THE 2024 DENPASAR REGIONAL ELECTION Bayu Nata Negara; Pratiwi, Nuning Indah; Joniarta, I Wayan; Latupeirissa, Jonathan Jacob Paul
Qawwam : The Leader's Writing Vol. 6 No. 2 (2025): December
Publisher : Fakultas Ushuluddin Adab dan Dakwah Insitut Agama Islam Negeri Kerinci

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Abstract

This study examines the political communication strategies of the Jaya-Wibawa couple to form their leadership image through the @jayawibawadenpasar Instagram account in the 2024 Denpasar Regional Elections, based on the Elaboration Likelihood Model (ELM) framework. The methodology used is qualitative descriptive, which is carried out by observing the content and responses from the comment column, completing digital documentation, literature studies, and conducting in-depth interviews with members of the Jaya-Wibawa couple's campaign team. The findings of this study indicate that this couple's communication approach is built on two main categories, namely incidental content and persuasive content, which complement each other to achieve engagement and appeal to young voters. The application of ELM theory can be seen in the merger of two persuasion paths. The central path emerges through data-driven content, explanations of programs, and policy arguments that encourage high elaboration, which is demonstrated by the audience's critical comments on the effectiveness of the program and the sustainability of public policy. Meanwhile, peripheral pathways are more visible through aesthetic visual elements, music, symbols of unity, and emotional touches that create a positive impression without deep analysis. The merger of these two channels of persuasion has succeeded in increasing the electability of candidate pairs. This study confirms that Instagram plays the role of an interactive and live-action political communication platform, which is able to strengthen the legitimacy of candidates and encourage the participation of young voters through a lightweight, visual, and accessible campaign approach.
Co-Authors Agung, Mia Intentilia Anak Anak Agung Istri Agung Maheswari Angelyn Gavryla Arniti, Ni Ketut Bayu Nata Negara Bestari, Ni Made Prasiwi Chontina Siahaan Cistadewi, Ni Made Wulan Desak Gede Suasridewi Devi, Dewa Ayu Putri Eliza Kirana Dewi, Anak Agung Istri Reginata Dewi, Ni Putu Dian Cahayani Surya Dewiningrat, Ayu Indira Donny Irza Hariri Effendy Dwipayanti, Kadek Diah Fernanda, Maria Erica Widyadini Gorda, A.A.A. Ngr Sri Rahayu Gunawan, Andri Haggie Arranda Wahab I Gusti Ngurah Darma Paramartha I Nyoman Indra Kumara I Nyoman Subanda I Nyoman Widnyana Wartama I Nyoman, Subanda I Putu Darma Wijaya I Putu Dharmawan Pradhana I Wayan Joniarta I Wayan Joniarta Imroatul Mufida, Imroatul Intentilia, Anak Agung Mia Jenifer Kadek Darmaastawan Kadek, Ardea Regita Maharani Maharta, I Dewa Putu Dipta Maheswari, Anak Agung Istri Agung Martina Cahya Arista Melati Budi Srikandi Melati Mediana Tobing Moriste, Marshanda Chelsea Sivora Nareswari, Made Jasmine Regita Natashya, Regita Ni Ketut Arniti Ni Komang Vira Yunita Ni Luh Tut Tri Ratnawati Ni Luh Yulyana Dewi Ni Luh Yuni Lesatri Ni Luh Yuni Lestari Ni Putu Bayu Widhi Antari Ni Putu Yunita Anggreswari Nuning Indah Pratiwi Pika, Putu Ayu Titha Paramita Praarsa, I Dewa Agung Pramana, Ida Bagus Gde Agung Yoga Pramana, Ida Bagus Gde Agung Yoga ana Pratiwi, Kadek Ayu Dewi Prayana, I Kadek Rian Putra, Naufal Giri Putra, Putu Adi Saskara Putri Ekaresty Haes Putri, Gusti Ayu Nadya Tamara Putu Dyah Permatha Korry Putu Suparna Sahri Aflah Ramadiansyah Sari, Ni Putu Intan Permata Soei Khim Supriyadinatha Gorda, A.A.N. Eddy Supriyani, Anik Suryadinata Gorda, A.A.N. Oka Suryawan, I Made Yuda Syauta, Angel Yonata Wahyu Indra Satria Wartama, I Nyoman Widnyana Yanti, Ni Kadek Winda