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All Journal Politicon : Jurnal Ilmu Politik
Hanggaratri, Candra Ayu
Unknown Affiliation
Social Sciences

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New Political Campaigning in the Digital Era: Khofifah Indar Parawansa's Strategy during the 2024 East Java Regional Elections Hanggaratri, Candra Ayu; Rahmawati, Dian Eka; Misran, Misran; Asruddin, Fajar Aswad
Politicon : Jurnal Ilmu Politik Vol. 7 No. 1 (2025): Politicon : Jurnal Ilmu Politik
Publisher : UIN Sunan Gunung Djati

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/politicon.v7i1.43924

Abstract

This research examines new political marketing strategies in the digital era through Instagram, focusing on Khofifah Indar Parawansa's political campaign in the 2024 East Java Regional Head Election. This research uses a qualitative method with a virtual ethnographic approach, this study analyzes the content of Khofifah's official Instagram account. The results of the study show that Khofifah successfully uses social media to convey personal narratives that are packed with local and religious cultural values, build emotional bonds with the community, and create effective two-way interactions through attractive visual uploads such as photos, videos, and stories. The study also underscores the importance of balancing social media to expand campaign reach efficiently and cost-effectively, while addressing challenges such as polarization, disinformation, and the digital divide. This research contributes to the political marketing literature by highlighting Instagram's role in building candidate brands at the local level, especially among young voters. These findings provide practical guidance for political practitioners in optimizing social media to create more effective and inclusive campaigns.
Co-Authors Asruddin, Fajar Aswad Dian Eka Rahmawati, Dian Eka Misran Misran