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  • Prida Ariani Personal Brand's PPT - ILOCON 2022

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    Eva Alfari Bugis
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    This study analyzed the use of social media by candidates in the 2020 Indonesian regional head elections during the COVID-19 pandemic. It found that (1) candidates used social media to provide information to voters and drive community engagement, though many still relied on in-person campaigns, (2) social media allowed candidates to build their personal brand through establishing their identity and values and responding to voters, and (3) high social media participation helped form relationships between candidates and voters to increase political knowledge. The results suggest social media was effective for campaigning during the pandemic and can help familiarize voters with candidates.

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    This study analyzed the use of social media by candidates in the 2020 Indonesian regional head elections during the COVID-19 pandemic. It found that (1) candidates used social media to provide information to voters and drive community engagement, though many still relied on in-person campaigns, (2) social media allowed candidates to build their personal brand through establishing their identity and values and responding to voters, and (3) high social media participation helped form relationships between candidates and voters to increase political knowledge. The results suggest social media was effective for campaigning during the pandemic and can help familiarize voters with candidates.

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    16 views12 pages

    Prida Ariani Personal Brand's PPT - ILOCON 2022

    Uploaded by

    Eva Alfari Bugis
    This study analyzed the use of social media by candidates in the 2020 Indonesian regional head elections during the COVID-19 pandemic. It found that (1) candidates used social media to provide information to voters and drive community engagement, though many still relied on in-person campaigns, (2) social media allowed candidates to build their personal brand through establishing their identity and values and responding to voters, and (3) high social media participation helped form relationships between candidates and voters to increase political knowledge. The results suggest social media was effective for campaigning during the pandemic and can help familiarize voters with candidates.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    of 12

    Establishing

    A Personal
    Brand
    Through
    Social Media
    A Study of the 2020
    Simultaneous Regional
    Head Elections
    The results of this
    study are
    expected to help
    restore
    Indonesia’s
    economy post-
    Covid-19
    introduction
    2. The Ministry of Home
    1. The impact of Covid- Affairs emphasizes that
    19 was also felt in the candidates for regional heads
    Simultaneous Regional campaigning must comply
    Head Election 2020 with health protocols by
    (Pilkada Serentak 2020) wearing masks, maintaining
    distance, and avoiding crowds

    3. Candidates are encouraged 4. Based on the results of a


    survey conducted by Saiful
    to conduct online or virtual
    Mujani Research and
    campaigns by prioritizing
    Consulting (SMRC), the 2020
    messages containing the
    Simultaneous Regional
    handling of Covid-19 in their
    Elections were considered to
    campaign materials
    be honest and fair
    BACKGROUND

    • The General • The phenomenon of • Candidates need to


    Elections the Covid-19 build a personal
    Supervisory Body pandemic has brand to be better
    (KPU) revealed that prompted significant known, encouraging
    43% of candidates changes in the way the need for
    still chose face-to- people live, including
    face campaign research to find out
    changing people's
    activities “how the
    perceptions of the
    brand candidates' effort
    • Campaigns through
    to build a solid
    social media • Building a brand is like
    reported only 64 brand through
    building an
    activities, or 11% individuality or a social media in the
    & online personality era of the covid-19
    campaigns have pandemic?”
    41 activities or 7%
    Previous Studies
    ▪ The function of the media as a tool to reach out to voters and
    disseminate political information (Foot & Schneider, 2006)
    ▪ Changes in communications technology play an essential role in
    influencing voting behavior in elections (Kahne & Middaugh,
    2012)
    ▪ The impact of the Internet on political participation is largely
    unexplored; (Mossberge, Tolbert, & Stansburry, 2003).
    ▪ Information about the candidates, campaigns, and election
    process can be conveyed to voters to help improve their
    knowledge, keeping them reminded (Astuti & Hangsing, 2018).
    Methods

    1. Content Analysis: to 2. Data from the


    describe the manifest candidate’s social media
    content of social media who won the Surabaya
    quantitatively Major Election 2020

    4. The coding frame: 3 categories


    3. All conversations on the of social media content:
    candidate’s official Facebook
    information, engagements &
    and Instagram during the
    participation combined with 4
    campaign period become the
    steps to build a strong brand:
    unit of analysis
    brand identity, meaning,
    response & relationship
    Results and Discussion
    Information – Brand Meaning
    Results and Discussion
    Engagement – Brand Response
    Results and Discussion
    Participation – Brand Relationship
    02 Conclusion
    conclusion
    1. Social media is used to drive real action in the community, and
    many activities are announced via social media
    2. Social media content is also recognized to increase political
    knowledge
    3. Information about the candidates, such as their profiles,
    achievements, principles, philosophies, issue positions,
    comparison of issues of the contesting candidates, and location
    of their campaigns’ events, are submitted to voters anytime
    through social media
    4. Besides the diversity of information, users can also connect
    directly with the candidates because of the features of social
    media
    5. Users' participation in online campaign activities through social
    media can make them more familiar with the candidates
    thank you.
    pridaariani@kalbis.ac.id

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