Penggunaan Instagram sebagai Media Pembentukan Citra Politisi Jelang Pemilu Pilpres 2024

Febrianti, Indri (2022) Penggunaan Instagram sebagai Media Pembentukan Citra Politisi Jelang Pemilu Pilpres 2024. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Proyeksi bonus demografi yang akan dialami Indonesia, menjadi satu keuntungan bagi para politisi dalam menentukan target pemilih muda untuk masa pemilu 2024. Politisi mulai menjalankan strategi politik melalui kampanye politik di media sosial. Instagram menjadi salah satu platform pembentukan citra yang juga meningkatkan peluang politisi memenangkan suara pemilih muda. Penelitian ini bertujuan untuk menjawab bagaimana Instagram menjadi sarana utama dalam pembentukan citra politisi di Indonesia. Selain itu, penelitian ini diharapkan dapat menjawab penggunaan Instagram dalam kaitannya terhadap persepsi target pemilih terhadap politisi pra-masa kampanye. Penelitian ini menggunakan teori uses and gratification melalui pendekatan kualitatif fenomenologi. Peneliti mengobservasi keseluruhan aktifitas politisi yang memiliki akun Instagram dan melakukan wawancara pengikut akun Instagram politisi tersebut. Sebagai hasilnya, Instagram menjadi media pembentukan citra politisi yang baik untuk memperoleh simpatisan massa menjelang pilpres 2024. Selain itu, peneliti menemukan adanya persepsi publik terhadap keterlibatan buzzer dalam pembentukan citra politisi di Instagram. Peneliti berharap bahwa penelitian ini dapat dijadikan referensi bagi penelitian selanjutnya mengenai efektifitas citra politisi di media sosial dalam mempengaruhi tingkat kredibilitas partai politik./ The bonus demography project that will endure in Indonesia, is a benefit to politicians or political activists in deciding the target of young electors for an election that will be held in 2024. Politicians have started running their political strategy for the upcoming democratic party. A strategy that they’ve chosen is to do a political campaign in social media, which has a big chance of winning young citizens' voices by building a certain image through Instagram. This research is focusing to answer how Instagram has become the main platform for building political image in Indonesia. Other than that, this research aims to answer the correlation between the usage of Instagram with elector’s target perception of the politicians in the pre-campaign period. This research is using the uses and gratification theory through a qualitative approach to phenomenology. Researchers observe the whole politician’s activity that has an Instagram account and interviewed the followers of them. As the result, Instagram has become a medium for building a good political image to persuade mass toward the presidential election on 2024. However, the researcher found there was a public perception towards the buzzer involvement while building an image through Instagram. The researcher hopes that this research is useful as a reference for the next research regarding the effectiveness of political image in media social in affecting the level of credibility of the political parties.

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