PAULA, ADAM (2023) KOMUNIKASI POLITIK AIRIN RACHMI DIANY MENJELANG PILKADA 2024. Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to analyze how Airin Rachmi Diany constructs and communicates her political image through symbolic communication and campaign strategies ahead of the 2024 Regional Election (Pilkada) in Banten Province. This research employs a qualitative approach with a constructivist paradigm and is grounded in the symbolic interactionism theory of Blumer. Data were collected through in-depth interviews, non-participant observation, and documentation of media content and campaign visuals. The findings reveal that Airin actively constructs her political image as a religious, professional, and communicative female leader by utilizing symbols such as the color turquoise green, the campaign slogan “Airin Bukan yang Lain” (“Airin, Not the Others”), and visual narratives on social media. This image has been positively received by various segments of the public as a fusion of maternal and technocratic characteristics. Her political communication strategy is adaptive and segmented, employing a hybrid approach that combines direct outreach (blusukan) with digital campaigns to reach voters across different regions and demographics. This study confirms that symbol-based political communication plays a significant role in shaping voter perceptions at the local level. The findings contribute to the development of political communication studies, particularly concerning female political leadership and symbolic strategy in Indonesian electoral contests.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menganalisis bagaimana Airin Rachmi Diany membangun dan mengomunikasikan citra politiknya melalui simbol-simbol komunikasi serta strategi kampanye politik menjelang Pilkada 2024 di Provinsi Banten. Penelitian ini menggunakan pendekatan kualitatif dengan paradigma konstruktivis dan teori utama interaksionisme simbolik dari Blumer. Teknik pengumpulan data dilakukan melalui wawancara mendalam, observasi non-partisipatif, serta dokumentasi media dan visual kampanye. Hasil penelitian menunjukkan bahwa Airin secara aktif mengonstruksi citra politik sebagai pemimpin perempuan yang religius, profesional, dan komunikatif melalui penggunaan simbol warna hijau toska, slogan “Airin Bukan yang Lain”, dan narasi visual di media sosial. Citra tersebut diterima oleh berbagai lapisan masyarakat sebagai perpaduan antara keibuan dan teknokratik. Strategi komunikasi politik yang digunakan bersifat adaptif dan segmentatif, dengan pendekatan hybrid—memadukan blusukan langsung dan kampanye digital untuk menjangkau pemilih lintas wilayah dan demografi. Penelitian ini menegaskan bahwa komunikasi politik berbasis simbol memainkan peran penting dalam pembentukan persepsi pemilih di tingkat lokal. Temuan ini memberi kontribusi terhadap pengembangan studi komunikasi politik perempuan dan strategi simbolik dalam kontestasi elektoral di Indonesia. | |||||||||
| Uncontrolled Keywords: | Political Communication, Political Image, Symbol, Campaign Strategy, Symbolic Interactionism, Airin Rachmi Diany, Banten Regional Election 2024 Komunikasi Politik, Citra Politik, Simbol, Strategi Kampanye, Interaksionisme Simbolik, Airin Rachmi Diany, Pilkada Banten 2024 | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 08 Pascasarjana > 70101-Magister Ilmu Komunikasi 06-Fakultas Ilmu Sosial dan Ilmu Politik |
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| Depositing User: | Adam Paula | |||||||||
| Date Deposited: | 13 Aug 2025 03:01 | |||||||||
| Last Modified: | 13 Aug 2025 03:01 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/51760 |
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