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All Journal Journal of Digital Marketing and Communication Jurnal Oratio Directa (Prodi Ilmu Komunikasi)
Wijanarko, Totok Ony
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Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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Political Branding of Prabowo Subianto in Instagram During the Presidential Campaign in 2024 Wijanarko, Totok Ony; Agusta, Yori Dwi Bari; Hutapea, Edison Bonartua; Mufti, Zulfikar; Putri, Amanda Kanary
Journal of Digital Marketing and Communication Volume 5 - Issue 1 - 2025
Publisher : Tecno Scientifica Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53623/jdmc.v5i1.541

Abstract

The campaign period in the 2024 presidential election was crucial for the three presidential candidate pairs (Anies-Muhaimin, Prabowo-Gibran, and Ganjar-Mahfud) to develop and implement their political communication strategies. Branding was a key aspect of political communication that needed to be considered. One of the more interesting aspects was the branding of Prabowo as a candidate participating in the presidential election for the fourth time, now showcasing a different character. This research was conducted to analyze Prabowo's political branding through social media during the 2024 presidential election campaign. The focus of the research was to describe Prabowo's political branding by categorizing it into three parts: house brands, platform brands, and product brands, in accordance with the brand hierarchy theory from Cosgrove. The method used for the research was qualitative content analysis. Data and information were obtained through an analysis of the content on Prabowo's Instagram account and interviews with three sources related to the research topic. The results of the study showed that the house brand of Prabowo's political branding through social media during the 2024 presidential election campaign was "Prabowo Subianto 2024." Five brand platforms were identified: Humanism, Continuity, Bersama Indonesia Maju (Together with Onward Indonesia), Militarism, and Free Lunch. Furthermore, the product brand identified was Aksi Gemoy, which was part of Humanism.
Analisis Isi Kampanye Politik Anies Rasyid Baswedan Pada Pemilihan Presiden 2024 di Instagram Pratama, Andi Agustian; Saputera, Hery; Ali, Gustrianti M.; Wijanarko, Totok Ony; Hutapea, Edison Bonartua
Oratio Directa (Prodi Ilmu Komunikasi) Vol 6, No 2 (2024): Jurnal Oratio Directa
Publisher : FISIP Universitas Bung Karno

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Abstract Social media plays an important role in relation to political campaigns carried out by 2024 presidential candidates because some politicians use social media to interact with sympathizers and supporters. Anies Baswedan makes good use of the Instagram site to convey political messages through the media so that it is easy to build chemistry. This research aims to determine Anies Baswedan’s political campaign on Instagram by using content analysis, namely looking at (1) Anies Baswedan’s personality on Instagram (2) Anies Baswedan’s political key massage displayed on Instagram. This research uses a qualitative approach. The informants for this research were 145 uploads which constituted the total on Instagram @AniesBaswedan in January 2024. The instruments used in content analysis research are presented in the form of analyzing political campaigns consisting of campaign strategies, public interactions and visual symbols and messages the research results show that. The result of the research show that Anies Baswedan consistently conveys his campaign messages via media social and Desak Anies campaign is effective in influencing the face of modern democracy. Keywords: Campaign, Anies Baswedan, Instagram, Content, Presidential elections
Menuai Hunian: Strategi Komunikasi Tapera oleh PT CJ Logistics Service Indonesia Setiagiri, Agung; Wijanarko, Totok Ony; Pratama, Andi Agustian; Hutapea, Edison Bonartu
Oratio Directa (Prodi Ilmu Komunikasi) Vol 7, No 1 (2025): Jurnal Oratio Directa
Publisher : FISIP Universitas Bung Karno

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 This article discusses Corporate Communication Strategy in the People's Housing Savings Program (Descriptive Study at PT. CJ Logistics Service Indonesia). This research is motivated by the government's plan to implement a people's housing savings program (TAPERA) to all workers, especially private employees working in the Logistics and Transportation sectors. The purpose of this study is to provide a clear direction in the company's policy communication strategy related to the TAPERA policy communication strategy at PT. CJ Logistics Service Indonesia. This study uses a descriptive qualitative research method and in collecting, managing and analyzing data. The results of the author's research explain that the communication strategy implemented by PT. CJ Logistics Service Indonesia in the People's Housing Savings (TAPERA) program has a very important role in facilitating employee understanding and acceptance of this policy. The implementation of an effective communication strategy will greatly determine how well the TAPERA policy is accepted and understood by employees, and the extent to which this policy can have a positive impact on employee social welfare. Keywords: Corporate communication strategy, people's housing savings (TAPERA), descriptive qualitative, organizational control, public policy.
Co-Authors Agusta, Yori Dwi Bari Ali, Gustrianti M. Hutapea, Edison Bonartu Hutapea, Edison Bonartua Pratama, Andi Agustian Putri, Amanda Kanary Saputera, Hery Setiagiri, Agung Zulfikar Mufti