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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 A. D. Catur A.A Alit Triadi A.A. Alit Triadi, A.A. Alit Abdullah Jundi Ade Aprilian Dika Adhi, I.G.A.K.C. Agus Dwi Catur Agus Suroso Ahliwathany Rivaldi Al Buhori, Rashid Ridho Alfandiansyah Muhammad Alfi Sahrin, Laila Aljibran, Aljibran Anak Agung Alit Triadi Anak Agung Alit Triadi Ananda Putra, Yoga Raditya Aprilian Dika, Ade Arif Mulyanto Astiani, Arbiatun Atas Pracoyo Bawa Susana , I Gede Bayu Nata Negara Budiana, I Nyoman CATUR ADHI , I GUSTI AGUNG KETUT Chatur Adi W.A., I G.A.K. Chatur Adi.W.A, I.G.A.K Denanda, Andry Aprillya Dewi, Ni Putu Dian Cahayani Surya Dinda Vania Zabrina Rachman Dini Suryaningsih Dodi Setyawan Fani Ladira Farah Najwasyah Farah Najwasyah Febriyawan, Gilang Fini Laelani Puspitasari Firmansyah, Maman Fitrirayani, Gadis Ariva Harahap, Herpan Syafil Hartana Hartati, Dea Rara Hasyim Kholid Hasan Qorib Hasyim, Hasyim Heri Sulistiyono Hermanto, Koko Herpan Syafil Harahap Huriah Huriah I Dewa Gede Jaya Negara I G.A.K Chatur Adhi W.A. I G.A.K. Chatur Adi W.A. I Gede Bawa Susana I Gusti Ayu Agung Dewi Sucitawathi Pinatih I Gusti Putu Muliarta Aryana I Gusti Putu Muliarta Aryana I K. Wiratama I Kade Wiratama I Kade Wiratama, I Kade I Ketut Perdana Putra I Ketut Wiryajati I Made Adi Sayoga I Made Adi Sayoga I Made Adi Sayoga, I Made I Made Nuarsa I Made Suartika I Made Suartika I Made Wijana . I Nyoman Merdana I Nyoman Nugraha Ardana Putra I Putu Yuda Pratama I Wayan Suderana I Wayan Yasa I Wayan Yasa, I Wayan I.B Alit I.B. Alit I.D.K. Okariawan I.G.A.AG. Dewi Sucitawathi Pinatih I.G.A.K Chatur A.W.A I.K Wiratama I.M. Mara I.M. Nuarsa I.M.A Sayoga I.M.A. Sayoga Ida Ayu Sri Adnyani Ida Bagus Alit Ida Bagus Fery Citarsa Ilham Maulana Akbar Iswara, I.B.K.T.H. Julidio, Alief Jurnal Pepadu Karyawan, I Dewa Made Alit Laeli, Inayatul Lalu Banu Samudera Latupeirissa, Jonathan Jacob Latupeirissa, Jonathan Jacob Paul M Wijana M. Mirmanto, M. M. Wijana M. Wijana, M. Made Mahendra Made Nuarsa, Made Made Wijana Made Wijana Made Wijana, Made Made Wirawan, Made Maharani, Ni Putu Riza Mahendra, Made Masintan, Masintan Melati Budi Srikandi Melinda Ade Kantari Muhamad Renaldi Setiawan Muhamad Renaldi Setiawan Muhammad Arif Fitriyono Muhammad fauzan Muhammad, Baginda Arsyi Mursidin Syaefa N. Nurchayati, N. N. Nurpatria, N. Nabilla Mandalika Nabilla Mandalika Ni Ketut Arniti Ni Ketut Surasni Ni Luh Yulyana Dewi Ni Putu Bayu Widhi Antari Ni Putu Sawitri Nandari Ni Putu Yunita Anggreswari Nopia Ramdhani, Riyan Nora Dery Sofya Nuarsa M Nuning Indah Pratiwi Nur Kaliwantoro Nurchayati Nurchayati Padang, Y.A. Padmiatmi, Pandri Padmiatmi Panca Sunu Pamungkas Pandri Pandiatmi Panesa Aulia, Linda Paryanto Dwi Setyawan Perdana Putra, I Ketut Permana, Made Bagus Dwi Pinatih, I.G.A.A. Dewi Sucitawathi Putra, Ardi Wijaya Putra, I Ketut Perdana Putri , Sarina Adila Putri Ekaresty Haes Putri, Ghea Sabina Anggia Ramadhan, Galang Baruna Rashid Ridho Al Buhori Rifki, Lalu Muhammad Rizky Fathullah Rohayani, Tri Sari Rudy Sutanto S. Sujita Sabathian Poedjiarso, Benhard Okta Sahri Aflah Ramadiansyah Salsabila, Aulivia Nanda Samudera Lalu Banu Santosa, Wahyudi Saqinah, Inang Siti Umrah Sofya, Nora Dery Sri Maryati Suartika , I Made Suartika M Sucitawathi Pinatih , I Gusti Ayu Agung Dewi Sucitawathi, I G.A.A. Dewi Sujita Darmo Sujita Darmo Sujita, Sujita Sultan Sultan Sultan Sultan Supaerina, Eji Supriono Supriono Surya Buana, I Gede Eka Tiara Dwi Astuti Tiara Dwi Astuti Tira Aulana, Dina Triadi A.A.A Triadi, Anak Agung Alit Usman, Zohimundin Wahyudi Santosa Wayan Widhiastini WAYAN, I WAYAN SUKANIA Widiantari, Githa Nirmala Winda Maliana Hainingsih Wirya Aryadi, I Gusti Agung Ketut Chatur Adhi Yudhyadi, I Gusti Ngurah Ketut Yuliadi Yuliadi Yuliadi Yuliadi Yusron Saadi Yustina Agninoy Jarut Zainuri, Ahmad Zainuri Zohimundin Usman