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Abstract

This research aims to analyze the political communication strategies carried out by the candidate pair Ganjar Pranowo and Mahfud MD through digital platforms, namely social media in the period 13-19 November 2023.

The use of social media in the digital era is becoming increasingly massive, in a political context, social media can used as a political communication medium to convey political messages. In this research, a descriptive analysis was carried out to understand the effectiveness of the political communication strategy of the Ganjar - Mahfud candidate pair, which focused on the public response to the political communication strategy carried out

by Ganjar - Mahfud. The method used to collect data is media monitoring, where the software will automatically

collect data on netizen conversations on social media. The research results show that political communication

strategies during this period were effective in attracting the attention of Gen Z as the majority of internet users.The engagement obtained by the Ganjar - Mahfud candidate pair in this period was the highest compared to the other two pairs of candidates. This communication strategy succeeded in forming a positive perspective and positive feedback from netizens.

Bahasa Abstract

Penelitian ini bertujuan untuk menganalisis strategi komunikasi politik yang dilakukan oleh pasangan calon Ganjar Pranowo dan Mahfud MD melalui platform digital, yakni media sosial dalam periode 13-19 November 2023. Penggunaan media sosial di era digital menjadi semakin massif, dalam konteks politik, media sosial dapat dimanfaatkan sebagai media komunikasi politik untuk menyampaikan pesan pesan politiknya. Dalam penelitian ini, dilakukan analisis deskriptif untuk memahami efektivitas strategi komunikasi politik paslon Ganjar -Mahfud, yang berfokus pada respons publik terhadap strategi komunikasi politik yang dilakukan oleh Ganjar -Mahfud. Metode yang digunakan untuk mengumpulkan data adalah menggunakan media monitoring, dimana secara otomatis perangkat lunak akan menghimpun data data percakapan netizen di media sosial. Hasil penelitian menunjukkan strategi komunikasi politik pada periode tersebut efektif dalam menarik atensi Gen Z sebagai mayoritas pengguna internet. Engagement yang didapat oleh paslon Ganjar - Mahfud pada periode ini merupakan yang tertinggi dibandingkan dengan dua pasang calon yang lain. Strategi komunikasi tersebut berhasil membentuk perspektif positif serta umpan balik yang positif dari netizen.

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