Message Design Logic in New Media the Political Marketing of The Governor Election Jawa Timur 2018

摘要

In an effort to build democracy in Indonesia, it was carried out through General Elections. In Indonesia Regional elections (Pilkada) are held simultaneously followed by some of the existing Regencies / Cities and Provinces. One of them is the election of the Governor of North Java Province. Ahead of the East Java Pilgub, there were many volunteers supporting each pair of Candidates (Paslon) of the Governor and Deputy Governor. They are proud to provide their support so that their idol leader can succeed in becoming the leader of East Java in the next five years. During the milineal period as it is today, volunteers began to look at social media as one of the tools to build voter support, especially first-time voters. One of them is the use of Facebook social media as a political tool. Through the account formed by the volunteer pair Khofifah Indar Parawangsa - Emil Elistianto Dardak, and Syaifullah Yusuf - Puti Guntur Soekarno was given various information about the election of the Governor. Both the activities carried out by the volunteers themselves, as well as the agenda of the Candidate Pairs in their efforts to gain voters' votes. Through Facebook, volunteers and candidate pairs can interact directly. This can be a way to strengthen the relationship between candidate pairs and sympathizers. It is undeniable that the support of these political volunteers is also building contestation among volunteers of East Java Governor Election candidate pairs. This study aims to see the role of one of the new media, namely Facebook in political marketing to build the support of volunteer candidates for the East Java Governor Election through a logical theory of composing messages. The method used is qualitative with Van Dijk's critical discourse analysis. According to the research it was found that the message contained issues related to candidates, audience responses, candidate's vision and mission, activity agenda