2024 Election Campaign Branding By Utilizing Digital Transformation
DOI:
https://doi.org/10.70489/c3e3mw31Keywords:
Political, Campaign, Branding, Digital, Public attentionAbstract
Indonesia in 2024 is in an era of rapid technological development. This technological advancement is called digital transformation. In the 2024 elections, digital transformation creates new nuances in political campaigns, which are more adaptive and innovative in shaping candidate branding in the community. In political campaigns, every party and candidate for presidential and vice presidential candidates are competing to form branding to get public attention. This study analyzes the branding of the 2024 Election campaign by utilizing digital transformation. Using a qualitative approach with a content analysis method on social media used in the 2024 presidential & vice presidential candidates. The utilization of technology in digital transformation in the 2024 election campaign is related to the theory of diffusion of innovation. The 2024 election has a diffusion of innovation in the form of the role of political communication in the campaign branding of each candidate. Utilizing social media, campaign organizing technology, digital marketing strategies, along with visual and multimedia content, succeeded in creating strong branding and effective, relevant, and responsive political communication in the 2024 elections.
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