Penggunaan Instagram sebagai Strategi Komunikasi Politik Rico Waas dalam Membentuk Personal branding sebagai Calon Wali Kota Medan

Abstract

This study aims to analyze the use of Instagram as a political communication strategy by Rico Waas in building his personal branding as a candidate for Mayor of Medan. The analysis is based on the AIDA model (attention, interest, desire, action) proposed by Elias St. Elmo Lewis and the three fundamental elements of personal branding as outlined by McNally & Speak, along with supporting theories such as new media, political communication, and agenda-setting theory. This research employs a qualitative approach with descriptive methods. Data were collected through in-depth interviews with six informants who are members of Rico Waas's media team, and three additional informants for source triangulation. The findings reveal how the AIDA model functions in shaping Rico Waas's personal branding as a mayoral candidate. His campaign seeks to influence public perception by highlighting issues that are considered important by the community.