The Use of Instagram as a Political Communication Strategy by Rico Waas in Forming Personal Branding as a Candidate for Mayor of Medan

Agung Kurniawan Sastro (Universitas Sumatera Utara)
Iskandar Zulkarnain (Universitas Sumatera Utara)
Humaizi (Universitas Sumatera Utara)

International Journal of Scientific Multidisciplinary Research (IJSMR)
Vol. 3 No. 6 (2025): June 2025

This research aims to analyze the use of Instagram as a political communication strategy by Rico Waas in forming personal branding as a candidate for Medan Mayor. This research is analyzed using the AIDA model (attention, interest, desire, action) coined by Elias St. Elmo Lewis and the 3 essentials of personal branding coined by McNally & Speak, also using the theories of new media, political communication, and agenda setting theory. This research uses a qualitative approach based on the interpretative paradigm. In collecting data, researchers conducted in-depth interviews with 6 informants who are Rico Waas' media team, and 3 informants as source triangulation informants. The results of this study show how the AIDA model works in shaping Rico Waas' personal branding as a Medan mayoral candidate. The Rico Waas campaign seeks to influence what the public considers important