Manajemen Citra Politik Prabowo Subianto Dan Sandiaga Uno Melalui Akun @Prabowo Dan @Sandiuno
DOI:
https://doi.org/10.24090/komunika.v13i2.2538Keywords:
Prabowo Subianto, Sandiaga Uno, Political Impression Management, Instagram, Content AnalysisAbstract
The purpose of the research is to show the political impression management of the president and vice president candidates, Prabowo Subianto and Sandiaga Uno in social media, in the presidential election 2019. Instagram is the focus of social media in the research. Specifically, the research would like to know the created impression in each Instagram account of the political figure, @Prabowo and @Sandiuno on August 10, 2018 to September 23, 2018. The method used in the research was content analysis method, which followed Simunjak Typology (2017) to know the candidate skills and virtues, disclosing private information, attacking political opponents, speaking in colloquial language, emphasizing particular issues. One of the interesting investigation results showed both Prabowo and Sandiaga used Instagram as a political tool to create their political impression as the religious candidates. Another result was Prabowo did not use his own social media account to offend his political rival, while Sandiaga offended incumbent candidates about the economic policy. Penelitian ini bertujuan mengungkap manajemen citra politik pasangan capres-cawapres, Prabowo Subianto dan Sandiaga Uno di media sosial, dalam Pilpres 2019. Media sosial yang menjadi fokus kajian adalah Instagram. Lebih spesifik, penelitian ini ingin mengetahui citra yang dibangun di akun Instagram masing-masing tokoh politik, @Prabowo dan @Sandiuno dalam rentang 10 Agustus 2018 hingga 23 September 2018. Penelitian ini menggunakan metode analisis isi, yang mengikuti tipologi Simunjak (2017) untuk mengetahui kemampuan kandidat (candidate skills and virtues), kehidupan pribadi kandidat (disclosing private information), menyerang lawan politik (attacking political opponents), bicara bahasa sehari-hari (speak in colloquial language), dan penekanan isu tertentu (emphasizing particular issues). Salah satu temuan menarik dari penelitian inimenunjukkan baik Prabowo dan Sandiaga menggunakan Instagram sebagai alat politik untuk membangun citra politik mereka sebagaikandidat pemimpin yang religius. Temuan menarik lainnya yang muncul dalam penelitian ini adalah Prabowo tidak menggunakan akun media sosialnya untuk menyerang rival politiknya, sementara Sandiaga menyerang kandidat petahana tentang kebijakan ekonominya.Downloads
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References
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Ceron, A. dan d’Adda, G. (2015) E-campaigining on Twitter: the effectiveness of distributive promises and negative campaign in the 2013 Italian Election, New Media & Society, 18(9), 1935-1955.
Cogburn, D. L. dan Espinoza-Vasquez, F. (2011) From Networked Nominee to Networked Nation: Examining the impact of Web 2.0 and Social Media on Political Participation and Civic Engagement in the 2008 Obama Campaign, Journal of Political Marketing, 10(2), 189-213.
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Garzia, D, (2013) Can Candidates’ Image Win Elections? A Counterfactual Assessment of Leader Effects in the Second Italian Republic, Journal of Political Marketing, 12(4), 348-361.
Godfrey, D. et al. (1986) Self-promotion is not ingratiating, Journal of Personality and Social Psychology, 50, 106-115.
Goffman, E. (1959) The Presentation of Self in Everyday Life. United States of America: Doubleday Anchor Books.
Hasyim, N. M. (2016) Konstruksi Citra Maskulinitas Calon Presiden: Studi Analisis Framing Model Gamson dan Modigliani pada pemberitaan harian Kompas dan Jawa Pos edisi Juni 2014, Jurnal Komunikasi Profetik, 10 (1), 32-50.
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Herman, J. (2014) The Ultimate Begineer’s Guide to Instagram. Jenn Herman.
Himelboim, I. et al (2016) Valence-based homophily on Twitter: Network Analysis of Emotions and Political Talk in the 2012 Presidential Election, New Media & Society, 18(7), 1382-1400.
Indrananto, C. (2012) Dramaturgi dalam Komunikasi Politik Walikota Solo Joko Widodo, Jurnal Komunikasi Indonesia, 1(2), 29-38.
Indrayani, I. (2016) A Comparative Analysis on the Strategy of Impression Management and Public Diplomacy of Two Indonesian Presidents at APEC CEO Summit, Journal of Government and Politics, 7(3), 473-492.
Jurnaliston, R. (2018) Sandiaga: ‘The New Prabowo’ Sekarang Asyik dan Cair… [Online] Kompas. Diakses dari: https://nasional.kompas.com/read/2018/08/22/16395591/sandiaga-the-new-prabowo-sekarang-asyik-dan-cair [Diakses pada 12/09/2018].
Kartinawati, E. (2014) Film dan Konstruksi Citra Politik: Analisis Wacana Politik Pencitraan dalam Film Jokowi, Jurnal Komunikasi Massa, 7(2), 133-146.
Kondracki, N. L. dan Wellman, N. S. (2002) Content analysis: Review of methods and their applications in nutrition education, Journal of Nutrition Education and Behavior, 34, 224-230.
KPU (2018) Tahapan pada Pemilu 2019. [Online] KPU. Diakses dari: https://infopemilu.kpu.go.id/ [Diakses pada 12/09/2018].
Krippendorff, K. (2013) Content Analysis. 3ed. Los Angeles: Sage.
Prajarto, N. (2010) Analisis Isi: Metode Penelitian Komunikasi. Yogyakarta: FISIPOL UGM.
Landtsheer, C. et al. (2008) Political Impression Management: How Metaphors, Sounds Bites, Apperance Effectiveness, and Personality Traits Can Win Elections, Journal of Political Marketing, 7 (3), 217-238.
Lestari, S. (2014) Profil capres: Prabowo Subianto. [Online] BBC Indonesia. Diakses dari: https://www.bbc.com/indonesia/laporan_khusus/2014/06/140626_lapsus_pilpres_profil_prabowo [Diakses pada 12/09/2018].
Lewin, S. dan Reeves, S. (2011) Enacting ‘team’ and ‘teamwork’: Using Goffman’s theory of impression management to illuminate interprofessional practice on hospital wards, Social Sciences and Medicine, 72, 1595-1602.
Liebhart, K. dan Bernhardt, P. (2017) Political Storytelling on Instagram: Key Aspects of Alexander Van der Bellen’s Successful 2016 Presidential Election Campaign, Media and Communication, 5(4), 15-25.
Luik, J. E. (2012) Media Sosial dan Presentasi Diri. In: Komunikasi 2.0: Teoritisasi dan Implikasi. Asosiasi Pendidikan Tinggi Ilmu Komunikasi. Jogjakarta, 108-129.
Maher, L. et al. (2018) Political skill and will as predictors of impression management frequency and style: A three-study investigation, Journal of Vocational Behavior, 107, 276-294.
Mansur (2018) 20 Tahun Berlalu, Penyebab Prabowo Subianto dan Titiek Soeharto Cerai Akhirnya Terungkap. [Online] diakses dari: http://makassar.tribunnews.com/2018/08/22/20-tahun-berlalu-penyebab-prabowo-subianto-dan-titiek-soeharto-cerai-akhirnya-terungkap [Diakses pada 26/12/2018].
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Prajarto, N. (2010) Analisis Isi: Metode Penelitian Komunikasi. Yogyakarta: FISIPOL UGM.
Putra, D. K. S. (2015) Komunikasi CSR Politik. Jakarta: Kharisma Putra Utama.
Rachman, D. A. (2018) Membandingkan Sosok Jokowi dan Prabowo dari Kacamata Kaum Milenial. [Online]Kompas. Diakses dari: https://nasional.kompas.com/read/2018/04/07/07115231/membandingkan-sosok-jokowi-dan-prabowo-dari-kacamata-kaum-milenial [Diakses pada 12/09/2018].
Sandra, L. J. (2013) Political Branding Jokowi Selama Masa Kampanye Pemilu Gubernur DKI Jakarta 2012 di Media Sosial Twitter, Jurnal e-Komunikasi, 1 (2), 276-287.
Simunjak, M. (2017) Political Impression Management Through Direct and Indirect Mediated Communication: The 2014/2015 Croatian Presidential Elections, Drustvena Istrazivanja, 26(4), 539-560.
Solomon, J. F. et al. (2013) Impression management, myth creation and fabrication in private social and environmental reporting: Insights from Erving Goffman, Accounting, Organizations and Society, 38, 195-213.
Stanyer, J. (2008) Elected Representatives, Online Self-Presentation and the Personal Vote: Party, personality, and webstyles in the United States and United Kingdom, Information, Community, and Society, 11(3), 414-432.
Vromen, A. et al. (2014). Young people, social media and connective action: From organisational maintenance to everyday political talk. Journal of Youth Studies, 18, 80-100.
We are Social (2018) Digital in 2018 in Southeast Asia: Essential Insights into Internet, Social Media, Mobile, and e-Commerce use Across the Region. [Online] Diakses dari: www.wearesocial.com [Diakses pada 14/09/2018].
Zamora Medina, R., dan Zurutuza Munoz, C. (2014) Campaigning on Twitter: Towards the ‘personal style’ campaign to activate the political engagement during the 2011 Spanish general elections, Communication and Society, 27, 83-106.
Ahmad, N. (2012) Manajemen Komunikasi Politik dan Marketing Politik. Yogyakarta: Pustaka Zaman.
Alim, C. A. (2014) Impression Management Agnes Monica Melalui Akun Instagram (@agnezmo), Jurnal e-Komunikasi, 2(3), 1-10.
Asril, S. (2018) Jokowi-Ma’ruf Daftar ke KPU Jumat Pagi, Prabowo-Sandiaga Uno Siangnya. [Online] Kompas. Diakses dari: https://nasional.kompas.com/read/2018/08/10/06553821/jokowi-maruf-daftar-ke-kpu-jumat-pagi-prabowo-sandiaga-uno-siangnya [Diakses pada 12/09/2018].
Bryman, A. (2016) Social Research Methods. 5ed. Oxford: Oxford University Press.
Cangara, H. (2016) Komunikasi Politik: Konsep, Teori, dan Praktik. Edisi 5. Jakarta: Rajawali Pers.
Ceron, A. dan d’Adda, G. (2015) E-campaigining on Twitter: the effectiveness of distributive promises and negative campaign in the 2013 Italian Election, New Media & Society, 18(9), 1935-1955.
Cogburn, D. L. dan Espinoza-Vasquez, F. (2011) From Networked Nominee to Networked Nation: Examining the impact of Web 2.0 and Social Media on Political Participation and Civic Engagement in the 2008 Obama Campaign, Journal of Political Marketing, 10(2), 189-213.
Corner, J. dan Pels, D. (2003) ‘Introduction: the re-styling of politics’, in Media and the Re-styling of Politics, eds J. Corner dan D. Pels, Sage, London, 67-84.
Dalimunthe, I. (2018) Santri Post-Islamisme Sandi, ‘Citra’ Lawan Jokowi di 2019. [Online] CNN Indonesia. Diakses dari: https://www.cnnindonesia.com/nasional/20180810211707-32-321406/santri-post-islamisme-sandi-citra-lawan-jokowi-di-2019 [Diakses pada 12/09/2018].
Davies, J. (2007) Display, Identity, and the Everyday: Self-presentation through online image sharing, Journal of Cultural Politics Education, 28(4), 549-564.
Detik Inet (2012) 8 Fakta Menarik Instagram. [Online] Detik.com. Diakses dari: https://inet.detik.com/cyberlife/d-1888672/8-fakta-menarik-instagram [Diakses pada: 19/09/2018].
Druckman, J. et al. (2004) Candidates strategies to prime issues and image, The Journal of Politics, 66(4), 1180-1202.
English, K. et al (2011) YouTube-ification of Political Talk: An Examination of Persuasion Appeals in Viral Video, American Behavioral Scientist, 55(6), 733-748.
Ernas, S. (2011) Bias Politik Pesantren: Dari Pragmatisme-Transaksional Hingga Resistensi Sosial, Jurnal Studi Pemerintah, 2(1), 72-97.
Filimonov, K. et al (2016) Picturing the Party: Instagram and Party Campaigning in the 2014 Swedish Elections, Social Media and Society, 1-11.
Fridkin, K.L. and Kenney, P.J. (2004) 'Do Negative Messages Work?',American Politics Research, 32(5), 570-605
Garzia, D, (2013) Can Candidates’ Image Win Elections? A Counterfactual Assessment of Leader Effects in the Second Italian Republic, Journal of Political Marketing, 12(4), 348-361.
Godfrey, D. et al. (1986) Self-promotion is not ingratiating, Journal of Personality and Social Psychology, 50, 106-115.
Goffman, E. (1959) The Presentation of Self in Everyday Life. United States of America: Doubleday Anchor Books.
Hasyim, N. M. (2016) Konstruksi Citra Maskulinitas Calon Presiden: Studi Analisis Framing Model Gamson dan Modigliani pada pemberitaan harian Kompas dan Jawa Pos edisi Juni 2014, Jurnal Komunikasi Profetik, 10 (1), 32-50.
Hariss, K. et al. (2007) The Impact of Political Skill on Impression Management Effectiveness, Journal of Applied Psychology, 92, 278-285.
Herman, J. (2014) The Ultimate Begineer’s Guide to Instagram. Jenn Herman.
Himelboim, I. et al (2016) Valence-based homophily on Twitter: Network Analysis of Emotions and Political Talk in the 2012 Presidential Election, New Media & Society, 18(7), 1382-1400.
Indrananto, C. (2012) Dramaturgi dalam Komunikasi Politik Walikota Solo Joko Widodo, Jurnal Komunikasi Indonesia, 1(2), 29-38.
Indrayani, I. (2016) A Comparative Analysis on the Strategy of Impression Management and Public Diplomacy of Two Indonesian Presidents at APEC CEO Summit, Journal of Government and Politics, 7(3), 473-492.
Jurnaliston, R. (2018) Sandiaga: ‘The New Prabowo’ Sekarang Asyik dan Cair… [Online] Kompas. Diakses dari: https://nasional.kompas.com/read/2018/08/22/16395591/sandiaga-the-new-prabowo-sekarang-asyik-dan-cair [Diakses pada 12/09/2018].
Kartinawati, E. (2014) Film dan Konstruksi Citra Politik: Analisis Wacana Politik Pencitraan dalam Film Jokowi, Jurnal Komunikasi Massa, 7(2), 133-146.
Kondracki, N. L. dan Wellman, N. S. (2002) Content analysis: Review of methods and their applications in nutrition education, Journal of Nutrition Education and Behavior, 34, 224-230.
KPU (2018) Tahapan pada Pemilu 2019. [Online] KPU. Diakses dari: https://infopemilu.kpu.go.id/ [Diakses pada 12/09/2018].
Krippendorff, K. (2013) Content Analysis. 3ed. Los Angeles: Sage.
Prajarto, N. (2010) Analisis Isi: Metode Penelitian Komunikasi. Yogyakarta: FISIPOL UGM.
Landtsheer, C. et al. (2008) Political Impression Management: How Metaphors, Sounds Bites, Apperance Effectiveness, and Personality Traits Can Win Elections, Journal of Political Marketing, 7 (3), 217-238.
Lestari, S. (2014) Profil capres: Prabowo Subianto. [Online] BBC Indonesia. Diakses dari: https://www.bbc.com/indonesia/laporan_khusus/2014/06/140626_lapsus_pilpres_profil_prabowo [Diakses pada 12/09/2018].
Lewin, S. dan Reeves, S. (2011) Enacting ‘team’ and ‘teamwork’: Using Goffman’s theory of impression management to illuminate interprofessional practice on hospital wards, Social Sciences and Medicine, 72, 1595-1602.
Liebhart, K. dan Bernhardt, P. (2017) Political Storytelling on Instagram: Key Aspects of Alexander Van der Bellen’s Successful 2016 Presidential Election Campaign, Media and Communication, 5(4), 15-25.
Luik, J. E. (2012) Media Sosial dan Presentasi Diri. In: Komunikasi 2.0: Teoritisasi dan Implikasi. Asosiasi Pendidikan Tinggi Ilmu Komunikasi. Jogjakarta, 108-129.
Maher, L. et al. (2018) Political skill and will as predictors of impression management frequency and style: A three-study investigation, Journal of Vocational Behavior, 107, 276-294.
Mansur (2018) 20 Tahun Berlalu, Penyebab Prabowo Subianto dan Titiek Soeharto Cerai Akhirnya Terungkap. [Online] diakses dari: http://makassar.tribunnews.com/2018/08/22/20-tahun-berlalu-penyebab-prabowo-subianto-dan-titiek-soeharto-cerai-akhirnya-terungkap [Diakses pada 26/12/2018].
Marks, E. et al. (2012) The Impact of Negative Campaign Ads, Journal of Applied Social Psychology, 42(5), 1280-1292.
McNair, B. (2003) An Introduction to Political Communication. London dan New York: Routledge.
Mulyana, D. (2004) Menimbang Iklan Politik di Media Massa Menjelang Pemilihan Presiden 2004, MediaTor, 5(1), 75-81.
Pew Forum (2010) Muslim Population of Indonesia. [Online] diakses dari: http://www.pewforum.org/2010/11/04/muslim-population-of-indonesia/ [Diakses pada 26/12/2018].
Prajarto, N. (2010) Analisis Isi: Metode Penelitian Komunikasi. Yogyakarta: FISIPOL UGM.
Putra, D. K. S. (2015) Komunikasi CSR Politik. Jakarta: Kharisma Putra Utama.
Rachman, D. A. (2018) Membandingkan Sosok Jokowi dan Prabowo dari Kacamata Kaum Milenial. [Online]Kompas. Diakses dari: https://nasional.kompas.com/read/2018/04/07/07115231/membandingkan-sosok-jokowi-dan-prabowo-dari-kacamata-kaum-milenial [Diakses pada 12/09/2018].
Sandra, L. J. (2013) Political Branding Jokowi Selama Masa Kampanye Pemilu Gubernur DKI Jakarta 2012 di Media Sosial Twitter, Jurnal e-Komunikasi, 1 (2), 276-287.
Simunjak, M. (2017) Political Impression Management Through Direct and Indirect Mediated Communication: The 2014/2015 Croatian Presidential Elections, Drustvena Istrazivanja, 26(4), 539-560.
Solomon, J. F. et al. (2013) Impression management, myth creation and fabrication in private social and environmental reporting: Insights from Erving Goffman, Accounting, Organizations and Society, 38, 195-213.
Stanyer, J. (2008) Elected Representatives, Online Self-Presentation and the Personal Vote: Party, personality, and webstyles in the United States and United Kingdom, Information, Community, and Society, 11(3), 414-432.
Vromen, A. et al. (2014). Young people, social media and connective action: From organisational maintenance to everyday political talk. Journal of Youth Studies, 18, 80-100.
We are Social (2018) Digital in 2018 in Southeast Asia: Essential Insights into Internet, Social Media, Mobile, and e-Commerce use Across the Region. [Online] Diakses dari: www.wearesocial.com [Diakses pada 14/09/2018].
Zamora Medina, R., dan Zurutuza Munoz, C. (2014) Campaigning on Twitter: Towards the ‘personal style’ campaign to activate the political engagement during the 2011 Spanish general elections, Communication and Society, 27, 83-106.
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