Peran Media dalam Publisitas Politik Prabowo Subianto di TikTok
DOI:
https://doi.org/10.56832/edu.v5i1.1065Kata Kunci:
Komunikasi Politik, Media Sosial TikTok, Prabowo Subianto, Publisitas PolitikAbstrak
Penelitian ini membahas peran media sosial, khususnya TikTok, dalam membentuk publisitas politik Prabowo Subianto menjelang Pemilihan Presiden 2024. Penelitian menggunakan pendekatan kualitatif dengan paradigma konstruktivis, serta teknik pengumpulan data melalui wawancara dan observasi. Hasil penelitian menunjukkan bahwa Prabowo memanfaatkan TikTok untuk membangun citra politik yang humanis, dekat dengan rakyat, dan adaptif terhadap generasi muda. Strategi komunikasi politik yang digunakan mencakup bentuk publisitas seperti pure publicity, tie-in publicity, dan paid publicity. TikTok terbukti efektif sebagai media dalam menjangkau pemilih muda melalui konten yang ringan, menghibur, namun tetap sarat pesan politik.
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