Hutabarat, Jessica Sophia Alussy (2018) Pencitraan Politik Partai Solidaritas Indonesia dalam Kampanye Politik (Studi Fenomenologi Dewan Pengurus Pusat Partai Solidaritas Indonesia dalam Melakukan Kampanye Politik). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mendeskripsikan pengalaman anggota Dewan Pengurus Pusat PSI dalam melakukan pencitraan politik meliputi aspek pencitraan partai, kandidat, dan kebijakan serta proses komunikasi pada kampanye politik. Partai Solidaritas Indonesia (PSI) adalah salah satu partai termuda dari 16 partai politik peserta pemilu 2019. PSI memfokuskan diri mempersuasi orang muda untuk aktif berpolitik dan peduli terhadap kehidupan politik di Indonesia. Namun, survei CSIS (Center for Strategic and International Studies) pada Agustus 2017 menunjukkan tingkat popularitas PSI di kalangan milenial tidak sebanding dengan tingkat elektabilitasnya. Metode pada penelitian ini adalah Fenomenologi Persepsi dengan pendekatan interpretif. Hasil penelitian ini adalah PSI membangun citra sebagai partai dengan semangat muda yang bertujuan membawa kebaruan pada sistem perpolitikan di Indonesia. PSI mengutamakan citra partai dibandingkan kandidat dan kebijakan melalui komitmen PSI membangun Party Id. Proses komunikasi multisenders belum maksimal dimanfaatkan untuk pencitraan politik karena kurangnya pengawasan PSI terhadap akun media sosial kandidat maupun anggota yang dikelola secara personal.
English Abstract
This research aims to describe PSI national board’s experiences in political branding including the party branding, the candidate branding, and the policy branding, also communication process in political campaign using perception phenomenological study. Partai Solidaritas Indonesia is one of the youngest political party among 16 other political parties registeredp in 2019 national election. PSI is focusing on persuading Indonesian youth to be more politically active and involved. However, a survey published by CSIS (Center for Strategic and International Studies) on August 2017 showed that PSI’s popularity was inversely proportional to the level of electability. This research is using perception phenomenological study and descriptive approach. This study shows that PSI is building an image as a youth spirited party with the intention of bringing revolution in Indonesia’s political system. PSI is prioritizing on building party’s image rather than candidates or policies through commitment in developing Party Id. Multi-senders in communication process were not fully optimized by PSI in building their political brand, since they were not putting much consideration in candidates’ social media that were personally managed.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/1091/051901243 |
| Uncontrolled Keywords: | PSI, Pencitraan Politik, Proses Komunikasi, Kampanye Politik.-PSI, Political Branding, Communication Process, Political Campaign. |
| Subjects: | 300 Social sciences > 324 The political process > 324.2 Political parties |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 08 May 2019 06:51 |
| Last Modified: | 08 May 2019 06:51 |
| URI: | http://repository.ub.ac.id/id/eprint/163784 |
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