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Brand Image of Political Party and Women Voter (Study of Issue Against Polygamy by Partai Solidaritas Indonesia (PSI))
Tri Suci Kamalia, Dr. Ummi Salamah

Universitas Indonesia


Political party as organization that carry out the function of political communication require integration of issues and political messages to the society. Political parties realize the importance of a brand image that benefits themselves. Political image can be shown by various political events by bringing political aspirations in accordance to the public demand or constituent. Partai Solidaritas Indonesia (PSI) carrying out the anti-polygamy issue in the 2019 legislative election. PSI struggles for revision of Law No. 1 of 1974 which allowed polygamy. The reason is that polygamy is a form of injustice institutionalized by the state so the law must be revised so that no more women and children are victims of injustice. With this issue, PSI gave the image that Its a fighter of women rights. It is an effort to boost electability in groups opposed to polygamy and efforts to attract women voters. So that this study focuses on how party image are displayed regarding PSI in carrying out the issue of anti-polygamy to gain votes from women voters. This research uses political image theory. Brand image is basically process of political communication. The political image is related to public opinion because opinion is built from the image, and the image is a result of communication politics, so that the public views the positive image of the party or politician who are taking part elections. This study uses qualitative methods with content analysis research design in two national online media to see the political image displayed in both online media and can be a comparison with each other.

Keywords: political communication, political parties, political image, polygamy, female voters, content analysis

Topic: What are the topics?


Conference: The 2nd Conference on Issues in Social and Education Research (ICISER 2019)

Plain Format | Corresponding Author (Tri Suci Kamalia)

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