Peran Media Massa Lokal dalam Branding dan Pembentukan Citra Kandidat pada Pilkada

Ilham Ramdana

doi:10.47134/converse.v1i2.3970

Authors

Ilham Ramdana Universitas Muhammadiyah Tangerang

DOI:

https://doi.org/10.47134/converse.v1i2.3970

Keywords:

Media Massa Lokal, Pilkada, Branding Kandidat, Framing Media, Opini Publik

Abstract

Pada era demokrasi lokal, media massa lokal berperan strategis dalam membangun branding dan citra kandidat pada pemilihan kepala daerah (Pilkada). Media lokal tidak hanya berfungsi sebagai penyedia informasi terkait kandidat dan isu-isu lokal, tetapi juga berkontribusi dalam membentuk opini publik melalui pemberitaan yang dapat bersifat netral, berpihak, atau bias. Penelitian ini bertujuan untuk menganalisis peran media lokal dalam proses branding dan pembentukan citra kandidat selama Pilkada. Dengan menggunakan pendekatan kualitatif dan metode studi pustaka, penelitian ini menemukan bahwa pemberitaan yang menonjolkan keunggulan dan prestasi kandidat mampu memperkuat citra positif di kalangan pemilih. Sebaliknya, pemberitaan yang tidak seimbang berpotensi merusak reputasi kandidat. Teknik framing yang digunakan media, serta keterlibatan aktif kandidat melalui media lokal dan media sosial, terbukti berperan besar dalam membentuk opini publik dan mempengaruhi hasil Pilkada. Keberadaan media lokal yang independen dan berkualitas menjadi elemen krusial dalam mendukung demokrasi lokal melalui penyajian informasi yang akurat dan berimbang.

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