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JURNAL KOMUNIKASI INDONESIA

Abstract

Strategi hypermedia dalam kontestasi politik digunakan untuk mempromosikan program-program pengetahuan politik baik oleh kandidat maupun partai kepada masyarakat untuk mempertahankan hak dan kewajiban kewarganegaraan. Pengetahuan politik seseorang dapat meningkatkan tingkat partisipasi politik mereka, yang diperlukan untuk menilai kualitas kandidat. Tujuan dari penelitian ini adalah untuk melihat kesadaran dan keterlibatan kandidat politik dengan pemilih. Penelitian ini berfokus pada strategi politik kandidat dalam membangun pesan kampanye, menarik pemilih yang ditargetkan, dan merangsang partisipasi politik komunitas melalui platform Instagram. Penelitian ini dilakukan dengan menganalisis 80.328 posting media sosial. Penelitian menemukan bahwa tidak semua kandidat menyadari manfaat dari melibatkan pemilih yang ditargetkan di akun Instagram.

The hypermedia strategy in political contest is used to promote the programs of political knowledge by both candidates and parties to the society in order to maintain the citizenship rights and obligations. It is argued that one’s basic political knowledge can increase their level of political participation, which is necessary to assess candidates’ quality. The purpose of this study is to look at political candidates’ awareness and engagement with the voters. The research focuses on the candidate’s political strategy in constructing campaign message, attracting targeted voters, and stimulating the political participation of the community through Instagram platform. This research was conducted by analyzing 80,328 social media posts. The research finds that not all candidates were aware of the benefits of engaging targeted voters on Instagram account.

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