The Use of Instagram as a Political Communication Strategy by Rico Waas in Forming Personal Branding as a Candidate for Mayor of Medan
DOI:
https://doi.org/10.55927/ijsmr.v3i6.349Keywords:
Political Communication Strategy, Personal branding, Medan Mayor CandidateAbstract
This research aims to analyze the use of Instagram as a political communication strategy by Rico Waas in forming personal branding as a candidate for Medan Mayor. This research is analyzed using the AIDA model (attention, interest, desire, action) coined by Elias St. Elmo Lewis and the 3 essentials of personal branding coined by McNally & Speak, also using the theories of new media, political communication, and agenda setting theory. This research uses a qualitative approach based on the interpretative paradigm. In collecting data, researchers conducted in-depth interviews with 6 informants who are Rico Waas' media team, and 3 informants as source triangulation informants. The results of this study show how the AIDA model works in shaping Rico Waas' personal branding as a Medan mayoral candidate. The Rico Waas campaign seeks to influence what the public considers important
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