ANALISIS POLITICAL BRANDING CALON KEPALA DAERAH DALAM KAMPANYE PEMILIHAN UMUM KEPALA DAERAH PROVINSI JAMBI 2020
Abstract
The most crucial stage of the 2020 General Election for Regional Heads (Pilkada) which has the potential to become a medium for the spread of Covid-19 is the campaign period. A total of 1,570,285 constituent votes spread across 11 regencies/cities were contested by three pairs of contestants who advanced. The three pairs of contestants who competed are known to be important figures in the world of politics in Jambi. The tension of political competition which is getting hotter in the midst of the Covid-19 pandemic requires contestants to create the most effective tactics in an effort to gain votes. Using the concept of political branding which was developed from the thoughts of Gelder, Sonies, and Mensah, this study seeks to reveal the extent to which the differences in the contestants' backgrounds influenced the nuances of political branding that were presented during the 2020 Jambi Pilkada campaign. From the results of an analysis of verbal, visual, and vocal objects scattered and documented in various contestants' official campaign channels, it was found that the different backgrounds of the candidates brought differences in self-identification, political products, and positioning in the political branding they appeared.
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