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All Journal Jurnal e-Komunikasi Journal of Content and Engagement
Gatut Priyowidodo
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Languange, Linguistic, Communication & Media Social Sciences

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Journal : Journal of Content and Engagement

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Impression Management Strategy of Khofifah Indar Parawansa on Instagram Account @khofifah.ip Emanuela Sitorus; Gatut Priyowidodo; Agusly Irawan Aritonang
Journal of Content and Engagement Vol 2 Issue 2 (2024): August 2024
Publisher : Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/joce.2.2.127-146

Abstract

Impression management refers to an individual's need to present themselves acceptably to others, crucial for maintaining their image and achieving goals. This is particularly important for political actors in Indonesia as a democratic country. One political actor used impression management is Khofifah Indar Parawansa who needed to effectively manage her public image to secure a second term as Governor of East Java, particularly before the 2024 regional elections. This research analyzed Khofifah’s strategies on her Instagram account @khofifah.ip using descriptive quantitative content analysis methods. It examined verbal messages from 222 posts, including photos, videos, and text captions, between February 12, 2024, when Khofifah announced her candidacy, and May 9, 2024, when political dynamics changed. The strategies analyzed were ingratiation, self-promotion, intimidation, exemplification, and supplication. The research found that the most frequently used strategy by Khofifah was Ingratiation particularly the Other Enhancement tactic with the sub-indicator of Sympathy, emphasizing her efforts to gain public favor through various practices of sympathy tactics.
Co-Authors Agusly Irawan Aritonang Alvis Sugiarto Astri Yogatama Emanuela Sitorus Eric Aditya Evelyne Goldwin Inri Inggrit Indrayani Lady Joanne Tjahyana Megawati Wahjudianata Mellisa Leliani Saputra Merry Maylya Ni Kadek Defvin Setyawati Niken Ayu Sriwigati Novi Angelica