Strategi Branding Politik Gubernur dan Wakil Gubernur Sumatera Barat dalam membangun citra kepemimpinan
DOI:
https://doi.org/10.24036/jecco.v6i4.1129Keywords:
political branding, local election, leadershipAbstract
This study aims to describe the political branding strategies employed by the Governor and Deputy Governor of West Sumatra in building their leadership image and to analyze public perceptions of the leadership image they have established. The study is motivated by the importance of leadership image in government, which is shaped not only by communication and media publications but also by the consistency between the image presented, government activities, and actual performance. This research uses a qualitative approach with a descriptive method. Data were collected through interviews, observation, and documentation, then analyzed through data condensation, data presentation, and conclusion drawing. The findings indicate that the political branding strategies of the Governor and Deputy Governor of West Sumatra are implemented through the formation of leadership identity, the delivery of government messages, public engagement, and the publication of activities through various media platforms. Mahyeldi Ansharullah is portrayed as a religious and modest leader, while Vasko Ruseimy is perceived as a young figure who is close to the community. However, public perceptions of their leadership are not based solely on appearances and media coverage, but also on government program implementation, the benefits experienced by the community, and the government's ability to respond to public needs. Therefore, political branding becomes more meaningful when the image conveyed through communication is consistent with actual government performance and the outcomes experienced by the community.
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