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FATHARANI GHITHA MAISARA

NIM

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Abstrak (Bhs. Indonesia)

Pemilihan calon Gubernur Jawa Tengah tahun 2018 melibatkan dua kandidat, yakni Ganjar Pranowo dan Sudirman Said. Kedua kandidat berlomba-lomba memenangi kontestasi politik dengan berkampanye melalui berbagai media, salah satunya melalui media sosial Instagram. Penelitian ini bertujuan mendeskripsikan taktik self-presentation yang digunakan keduanya sebagaimana yang ditampilkan di Instagram. Metode penelitian kuantitatif deskriptif dengan varian analisis isi deskriptif digunakan dalam penelitian ini. Bahan penelitiannya adalah unggahan pada akun Instagram milik Ganjar Pranowo @ganjar_pranowo dan Sudirman Said @sudirmansa1d selama masa kampanye, yakni 15 Februari-23 Juni 2018. Teknik pengambilan sampel menggunakan metode purposive sampling. Analisis data menggunakan metode statistik deskriptif. Hasil penelitian menunjukkan, bahwa saat berkampanye di media sosial Instagram, baik Ganjar Pranowo maupun Sudirman Said melakukan taktik presentasi diri (self-presentation) sebagai upaya membentuk kesan tertentu di hadapan calon pemilih agar sesuai harapan mereka. Baik Ganjar Pranowo maupun Sudirman Said banyak menggunakan taktik ingratiation, yakni tindakan yang didesain untuk membangkitkan daya tarik agar disukai orang lain. Namun terdapat perbedaan pada taktik kedua terbanyak yang digunakan mereka selama kampanye. Di samping taktik ingratiation, Ganjar Pranowo memilih menggunakan taktik exemplification, yakni menunjukkan dirinya bermoral dan memiliki integritas; sedangkan Sudirman Said memilih menggunakan taktik enhacement untuk menunjukkan bahwa dirinya memiliki kompetensi.

Abtrak (Bhs. Inggris)

The election for the governor of Central Java in 2018 involved two candidates, namely Ganjar Pranowo and Sudirman Said. The two candidates competed to win political contests by campaigning through various media, one of which was Instagram social media. The study aims to describe the self-presentation tactics used by both of them as displayed on Instagram. A descriptive quantitative research method with a descriptive content analysis variant is used in this study. The research material is uploaded to the Instagram account of Ganjar Pranowo @ganjar_prannowo and Sudirman Said @sudirmansa1d during the campaign period, which is 15 February-23 June 2018. The sampling technique used was the purposive sampling method. Data analysis used descriptive statistical methods. The results showed that when campaigning on Instagram social media, both Ganjar Pranowo and Sudirman Said used self-presentation to form a certain impression in front of prospective voters to match their expectations. Both Ganjar Pranowo and Sudirman Said use a lot of ingratiation tactics, in which fractionation is designed to generate attraction to be liked by others. But there is a difference in the second-most tactics they used during campaigning. In addition to ingratiation tactics, Ganjar Pranowo chose to use exemplification tactics, namely showing himself to be moral and have integrity; while Sudirman Said chose to use enhancement tactics to show that he had competence.

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