Mbak Ita Political Communication Strategy in Building Personal Branding for Semarang Mayoral Election 2024

DOI

10.2991/978-2-38476-303-0_53How to use a DOI?

Keywords

Political Communication Strategy; Personal Branding; Mayor Election 2024

Abstract

The research aims to describe Mbak Ita’s political communication strategy for building personal branding for the 2024 Semarang mayoral election. Her political communication strategy is interesting to analyse, as she has succeeded in building personal branding as a leader who has successfully brought Semarang City several awards since being appointed as mayor. As is known, Mbak Ita was elected vice mayor as a result of the 2020 regional election, along with Hendrar Prihadi. This research method combines a qualitative approach with a phenomenological approach. The research results show that the political communication strategy used was able to improve Mbak Ita’s personal branding as a regional leader. The political communication strategy was built through digital social media developed by the Semarang City Government, such as the Sapa Mbak Ita Application, Instagram, and Twitter. The coverage of all activities that were blown up through social media was very effective regarding branding, popularity, and electability to advance in the 2024 Pilkada. In conclusion, there are three political communication strategies that are built, namely strategies to strengthen networks with political parties, massive branding of programmes in the media, and personal branding on digital social media.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Martien Herna Susanti
AU  - Anandha Anandha
AU  - Sunarto Sunarto
PY  - 2024
DA  - 2024/12/11
TI  - Mbak Ita Political Communication Strategy in Building Personal Branding for Semarang Mayoral Election 2024
BT  - Proceedings of the 4th International Conference on Social Sciences and Law (ICSSL 2024)
PB  - Atlantis Press
SP  - 559
EP  - 566
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-303-0_53
DO  - 10.2991/978-2-38476-303-0_53
ID  - Susanti2024
ER  -