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PERSONAL BRANDING DALAM PENINGKATAN ELEKTABILITAS (STUDI KEKUATAN FOTO GANJAR PRANOWO PADA PEMILIHAN GUBERNUR JAWA TENGAH 2013) | <hr /> (mysql): SELECT * FROM authors WHERE submission_id = 2123 ORDER BY seq   <hr /> <hr /> (mysql): SELECT * FROM author_settings WHERE author_id = '3610'   <hr /> Soetomo | Jurnal Ilmiah Komunikasi Makna
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PERSONAL BRANDING DALAM PENINGKATAN ELEKTABILITAS (STUDI KEKUATAN FOTO GANJAR PRANOWO PADA PEMILIHAN GUBERNUR JAWA TENGAH 2013)

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Soetomo Soetomo

Abstract


Kompetisi antar kandidat dalam Pilihan gubernur Jateng 2013, yang berlomba mendongkrak elektabilitas menarik untuk diteliti dan dikaji.  Untuk terpilih menjadi pemimpin, seorang kandidat gubernur  harus melakukan berbagi upaya, salah satu diantaranya adalah personal branding agar bisa dicapai elektabilitas. Calon gubernur harus menyiapkan  proses persaingan  yang berat, baik dari aspek pertarungan strategi media, strategi kampanye, wacana, ideologi, opini publik, segmentasi pemilih, serta citra diri yang positif. Untuk mendukung personal branding dan elektabilitas dibutuhkan juga program yang mampu menjabaran visi dan misi politik, yang secara riil bisa diaplikasikan di masyarakat, kemudian  dipadukan dengan keunggulan kompetitif yang dimiliki kandidat, tagline dibuat dalam kalimat simpel, memikat, ditambah visual yang mendukung, sehingga target audience langsung paham dengan apa yang diinginkan calon gubernur.  Contoh kongkritnya adalah tagline Mboten Korupsi, Mboten Ngapusi yang dipadukan dengan tampilan foto dengan ekspresi yang santun dan ramah, dibalut dengan  baju putih yang terkesan simple, sederhana dan merakyat, bukan mengenakan jas yang merupakan ‘’seragam resmi’’ pejabat. Ini dapat digunakan sebagai pendekatan politik untuk memasuki benak konstituen, langkah politik yang dilakukan dengan tepat akan meningkatkan dukungan terhadap kandidat untuk tercapainya suatu keterpilihan.

Kata kunci, Mboten Korupsi, Mboten Ngapusi, personal branding Ganjar Pranowo 


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DOI: http://dx.doi.org/10.30659/jikm.4.1.50-70
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