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All Journal Journal of Digital Marketing and Communication Jurnal Oratio Directa (Prodi Ilmu Komunikasi) J-CEKI
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.
Dari Wayang Ke Meme: Transformasi Komunikasi Politik Dalam Budaya Populer Indonesia Nursanik, Nursanik; Wijanarko, Totok ony
J-CEKI : Jurnal Cendekia Ilmiah Vol. 5 No. 1: Desember 2025
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v5i1.14603

Abstract

Kesenian tradisional wayang pada masa lalu berfungsi sebagai media komunikasi politik, di mana elite atau tokoh politik memanfaatkannya untuk menyampaikan pesan-pesan politik kepada masyarakat. Seiring dengan perkembangan zaman dan perubahan lanskap budaya, praktik komunikasi politik di Indonesia mengalami transformasi. Wayang sebagai simbol budaya tradisional secara bertahap tergeser oleh budaya populer modern, khususnya meme digital, yang kini banyak digunakan sebagai medium ekspresi dan kritik politik. Penelitian ini bertujuan untuk mengidentifikasi bentuk, nilai-nilai, serta pandangan publik terkait transformasi komunikasi politik dari simbol budaya tradisional (wayang) menuju budaya populer digital (meme). Penelitian ini menggunakan teori simbolik dan semiotika budaya yang relevan dengan kajian wayang sebagai medium komunikasi yang sarat akan tanda dan simbol. Wayang dipahami sebagai representasi nilai, moralitas, dan ideologi kebudayaan yang termanifestasi melalui tokoh, alur cerita, serta unsur pertunjukan lainnya. Pendekatan teoretis tersebut digunakan untuk mengungkap lapisan makna yang terkandung dalam praktik komunikasi simbolik, baik dalam konteks budaya tradisional maupun budaya digital. Metode penelitian yang digunakan adalah kualitatif interpretatif dengan pendekatan studi kultural. Pendekatan ini memadukan analisis semiotika untuk mengkaji makna tanda dan representasi budaya, serta pendekatan etnografi untuk memahami konteks sosial dan budaya dari perspektif masyarakat. Hasil penelitian menunjukkan bahwa komunikasi politik dalam budaya Indonesia saat ini tidak lagi bergantung pada media kebudayaan tradisional seperti wayang. Masyarakat cenderung memanfaatkan meme sebagai sarana komunikasi politik untuk menyampaikan kritik, opini, dan respons terhadap kondisi sosial-politik yang berkembang di Indonesia.
Co-Authors Agusta, Yori Dwi Bari Ali, Gustrianti M. Hutapea, Edison Bonartu Hutapea, Edison Bonartua Nursanik, Nursanik Pratama, Andi Agustian Putri, Amanda Kanary Saputera, Hery Setiagiri, Agung Zulfikar Mufti