KETIKA PARPOL MENGIKLANKAN KANDIDATNYA DI TELEVISI
Abstrak: The use of mass media
(especially television) for political campaign has started since four decades
ago. US Presidential Election (1950) became an example of how advertising and
news became sites of political campaign. In Indonesia, political campaign
through advertising began in 1999 General Election. In effect, this phenomenon
gave birth to PR Politic: the use of PR consultant to manage political campaign
and political leader’s publicity. In local election of DKI Jakarta, Fortune PR
and Hotline dominated campaign consultant activities for government candidates.
The use of advertising and news in political campaign essentially follows
marketing and promotion principles as well. Both are trying to sell products to
a particular consumer by applying some strategies. Success will be measured
from popularity of a particular candidate, a significant change of voter’s
decision, and candidate image.
Penulis: Haryati
Kode Jurnal: jpkomunikasidd070032
