The Nonverbal Image of Political Parties and Politicians: Analysis of Jokowi-Jusuf Kalla Campaign on 2014 Indonesia Presidential Election

Asrobudi, Eriyanto

Research output: Contribution to conferencePaperpeer-review

Abstract

The role of political communication in election is important and it becomes the basic tool to win the election. This fact is supported by several election events, where the non-verbal image of politician and political parties during campaign could greatly affect the result. This paper use case study method and data collection uses documentation. In this research, sources of information are gathered from textbook and article in online media. In this paper, the case study focus on Jokowi- Jusuf Kalla as candidate, who used non-verbal image in their political marketing. It is reflected in their costume and their banner. Jokowi used checkered-board shirt that symbolized youthful. Meanwhile, his opponent, Prabowo, used white suit that similar to what Soekarno used, which represents firmness. Beside the costume, Jokowi targeted young generation by cooperating with musicians and the campaign team held a concert which was attended by tons of artists. It legitimates Jokowi image as a young-spirited politicians that can interact with wide variety of audiences. Image also plays an important role to attract the voters. It is shown in survey, where respondents chose their leaders based on their figures, rather than their visions and missions. Nonverbal image was proven to be effective in 2014 Indonesia presidential campaign, because Jokowi-Jusuf Kalla did win the election with 53.15% votes. Content of political campaign will affect 'buyers' (society) to determine which candidate that will be chosen. In this case, Jokowi-Jusuf Kalla banners were innovative and creative, in order to attract the society to vote for them.
Original languageEnglish
Publication statusPublished - 2017
Event1st Indonesia International Graduate Conference on Communication (IGCC) 2017 - ID, Depok, Indonesia
Duration: 1 Jan 2017 → …

Conference

Conference1st Indonesia International Graduate Conference on Communication (IGCC) 2017
CountryIndonesia
CityDepok
Period1/01/17 → …

Keywords

  • Non-Verbal Image; election; politics; campaign; marketing.

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