Political Storytelling: Ganjar Pranowo's Message Appeal on Social Media During the 2018 Central Java Regional Election Campaign

Authors

  • Febriansyah Kulau Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Politik, Universitas Al-Azhar Indonesia https://orcid.org/0000-0002-2746-7319
  • Lily El Ferawati Rofil Communication Department, School of Computing and Creative Arts, Bina Nusantara University
  • Zakaria Lantang Sukirno Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Politik, Universitas Al-Azhar Indonesia

DOI:

https://doi.org/10.37278/artcomm.v8i1.946

Keywords:

Political Storytelling, Message Appeal, Sosial Media, Regional Election Campaign

Abstract

Before the 2024 Simultaneous Regional Elections, the 2018 Regional Head Elections (Pilkada) in Indonesia were the most significant regional head elections held in 171 administrative regions. Among the participating areas, Central Java Province received high media attention because one of the candidates was the incumbent Governor, Ganjar Pranowo, who was nicknamed the "media darling." Ganjar is known as a government leader who regularly updates his social media. In fact, Ganjar once won the 2018 "The Best Communicator" award from Public Relations Indonesia for favorable coverage of him in the press. Therefore, it is interesting to see Ganjar's political communication and positive storytelling conveyed through his social media. This study was conducted to determine Pranowo's appeal to practice positive political communication through his social media accounts during the 2018 campaign. Using a qualitative content analysis method, this study analyzed the uploads of the Governor of Central Java on Twitter, Instagram, and YouTube published between February and June, which were selected using a purposive analysis technique. The results of the study show that Ganjar's content on his social media consists of two types of appeals, namely affirmative and accommodative. Positive appeal shows that his political storytelling is convincing, funny, and full of understanding. Accommodative appeal describes his political communication as oriented toward issues and problem-solving. This study can provide a practical understanding of the political communication of regional head candidates in the 2024 Pilkada.

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Published

2025-04-25

How to Cite

Kulau, F., Rofil, L. E. F., & Sukirno, Z. L. (2025). Political Storytelling: Ganjar Pranowo’s Message Appeal on Social Media During the 2018 Central Java Regional Election Campaign. ArtComm : Jurnal Komunikasi Dan Desain, 8(1), 13–23. https://doi.org/10.37278/artcomm.v8i1.946

Issue

Vol. 8 No. 1 (2025): ArtComm

Section

Articles

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Copyright (c) 2025 Febriansyah Kulau, Lily El Ferawati Rofil, Zakaria Lantang Sukirno

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