The Management of the Social and the Outdoor Advertising Media in Political Campaign Activities 

Author(s)

Dr. A. Rahman HI ,

Download Full PDF Pages: 07-15 | Views: 1113 | Downloads: 403 | DOI: 10.5281/zenodo.3491425

Volume 8 - February 2019 (02)

Abstract

The social and the outdoor advertising media are medium that is often used in political campaign activity in Indonesia. Both media are packaged and managed attractively in hopes of persuading the public to choose certain parties or politicians. Based on this condition, the writer was interested to understand how to manage campaign media in political parties, especially the social and the outdoor advertising media. Then, to examine this problem, the writer used the qualitative method to design a single case study as a method to analyze the problem. This research is generally in the form of descriptions, narratives, data, images or statements obtained from research subjects, both directly and indirectly related to the management of social and outdoor advertising media in political campaign activities carried out by the DPC of PDI-P Tangerang Indonesia. The results of the study show that the use of social and outdoor advertising media must be well planned communicated and evaluated in order to increase the credibility of political parties. So that it can be concluded that DPC of PDI-P integrates the functions of digital social and outdoor advertising media simultaneously, considering that the two media can target different audiences. The social media used in political campaigns, i.e., online media consists of websites and social media such as Instagram, Twitter, Facebook, WA Group. Then outdoor media includes banners that can be reached by the public in their neighborhood. To optimize the function of social and outdoor advertising media, the DPC PDI-P Tangerang also conducts media management processes including segmenting constituent stages, selecting campaign media, arranging political messages, controlling and monitoring media campaigns, conducting media campaign effectiveness surveys, carrying out the process assessment, and finally processing an improvement.

Keywords

Social media, outdoor advertising media, political campaigns.

References

                        i.            Arifin Anwar. 2011. Komunikasi Politik: Filsafat-Paradigma-Teori-Tujuan-Strategi-dan Komunikasi Politik Indonesia. Yogyakarta: Graha Ilmu

      ii.            Bimber, B., & Davis, R. (2003). Campaigning online: The internet in U.S. elections. Oxford, UK: Oxford University Press.

    iii.            Brooker, Phillip. Barnett, Julie. dan Cribbin, Timothy. (2016). Doing social media analytics. Original Research Article: Big Data & Society vol. 3, 2 hal 1 – 12. United Kingdom.

     iv.            Durianto, Darmadi. 2004. Brand Equity Ten: Strategi Memimpin Pasar. Jakarta: PT Gramedia Pustaka Utama.

       v.            Elmer, Greg. (2015). Going Public on Social Media. Social Media + Society, vol. 1, 1. Hal 1 – 2. Ryerson University, Canada.

     vi.            Foot, K. A., & Schneider, S. M. (2006). Web campaigning. Cambridge, MA: The MIT Press.

   vii.            Haryati, Syerli. 2018. The Socialization Process Analysis Of The Importance of Clean Water Pipe by the Tangerang City Government Inovercoming Clean Water Crisis. International Journal of Science and Research (IJSR) Volume 7 Issue 8, August.

 viii.            Haste, H. & Hogan, A. (2006). Beyond conventional civic participation, beyond the moralpolitical divide: Young people and contemporary debates about citizenship. Journal of Moral Education, 35(4), 473-493.

     ix.            Hsin-Chen Lin. (2017). How Political Candidates’ Use Of Facebook Relates To The Election Outcomes. International Journal of Market Research Vol. 59 Issue 1 pp. 77 - 96.

       x.            Irawan Pera Enjang. The Dynamic of the Role of Volunteer as a Political Communicator: A Descriptive Study on Volunteer’s Agus-Sylvi at the Election of the Jakarta Governor 2017.  Asian Journal of Humanities and Social Studies (ISSN: 2321 – 2799) Volume 06 – Issue 03, June 2018.

     xi.            __________________, The disclosure of corporate social responsibility motives: in the socio digi leaders program for young generation Indonesia. nternational Journal of Current Research Vol. 10, Issue, 11, pp.75833-75839, November, 2018.

   xii.            Jensen J Michael. (2017). Social Media and Political Campaigning: Changing Terms of Engagement?. The International Journal of Press/Politics, Vol. 22(1) 23–42.

 xiii.            Kreiss, D. (2012). Taking our country back: The crafting of net- worked politics from Howard Dean to Barack Obama. Oxford, UK: Oxford University Press.

 xiv.            Morissan. 2016. Tingkat Partisipasi Politik dan Sosial Generasi Muda Pengguna Media Sosial. Jakarta: Visi Komunikasi (Jurnal).

   xv.            Natalia Angga. Peran Partai Politik Dalam Mensukseskan Pilkada Serentak di Indonesia Tahun 2015. Jurnal TAPIs Vol.11 No.1 Januari-Juni 2015.

 xvi.            Rahman A H.I. Political Messages Processing of Presidential Candidate through Heuristic and Systematic Model in the 2014 Presidential Election in Indonesia. International Journal of Science and Research (IJSR). Volume 7 Issue 7, July 2018

xvii.            Saputra, Andamawijaya Bakti & Herawati, F. Anita. Pengaruh Media Placement Iklan Luar Ruang Terhadap Tingkat Brand Awareness. e-journal, Program Studi Ilmu Komunikasi Universitas Atma Jaya Yogyakarta.

xviii.            Scholte, Aart Jan. (2014). Reinventing Global Democracy. European Journal of International Relations 2014, Vol. 20(1) 3–28. University of Warwick, UK.

 xix.            Stromer-Galley, J. (2014). Presidential campaigning in the internet age. Oxford, UK: Oxford University Press.

   xx.            Wang Erik H. dan Yiqing Xu. (2018). Awakening Leviathan: The Effect Of Democracy On State Capacity. Research & Politics, vol. 5, 2 pp. 1-7.

Cite this Article: