PERMATASARI, ANGELICA NADYA (2025) PASANGAN CALON YOYOK SUKAWI-JOKO SANTOSO DI INSTAGRAM @YOYOK_SUKAWI SELAMA MASA KAMPANYE PILWAKOT SEMARANG 2024. S1 thesis, UNIVERSITAS KATOLIK SOEGIJAPRANATA.

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Abstract

Mayoral candidates Yoyok Sukawi and Joko Santoso utilized social media as a political communication tool during the 2024 Semarang mayoral election campaign. One of the platforms they used was Instagram, which served as a medium for conveying political messages, shaping their public image, and garnering public support. The political messages posted on the @yoyok_sukawi account focused on their vision and mission, policy programs, and engagement with voters. This study employed a qualitative research method with a descriptive approach. Data were collected through semi-structured interviews, participatory observations, documentation of Instagram posts, and triangulation. The analysis process involved data reduction, data presentation, and conclusion drawing. The findings indicate that the candidate pair's political messages incorporated rhetorical elements, political advertising, and propaganda. These messages were delivered through photo and video posts, as well as interactions via hashtags and Comments on Instagram. The communication strategies applied included expressive, conventional, and rhetorical logic to shape an image of leadership that is approachable and connected to the public. Additionally, they leveraged support from political figures and local influencers to expand the reach of their political messages throughout the campaign. The study concludes that the use of Instagram as a social media platform was an effective strategy for Yoyok Sukawi and Joko Santoso’s political campaign in reaching the people of Semarang, particularly young voters. The candidates were able to build their image and increase voter engagement during the 2024 Semarang mayoral campaign by emphasizing a collaborative spirit.

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