Political Marketing Strategy via Instagram Towards 2019 Presidential Election
Wahyu Eka Putri S.KPm; Dr. Eriyanto M.Si
Department of Communication Science, Faculty of Social and Political Sciences, University of Indonesia,
Abstract
Towards the 2019 presidential election, the presidents main candidates are facilitated in carrying out their marketing campaigns by using social media. Social media such as Instagram that depicts content based on images and videos is an alternative choice for candidates in conducting campaigns. The purpose of this study is to analyze the framing politics displayed and identify images that have high engagement in instagram. To carry out this analysis, content analysis are performed on 2019 presidential candidate accounts. The results of this study indicate that among the many instagram posts, candidates mostly use ideal candidate frames in their images. In addition, the framing especially nationalism produces the highest number of likes and comments.
Keywords: framing, instgram, content analysis
Topic: International Symposium on Social Sciences, Humanities, Education, and Religious Studies