Ekspresi Simbolis dan Citra Merek Kandidat: Partisipasi Kolektif Kelompok Akar Rumput dalam Pilkada Kota Surakarta

Prasetya, Farid Adi and -, Ihwan Susila, SE., M.Si., Ph.D and -, Kussudyarsana, S.E., M.Si., Ph.D. (2021) Ekspresi Simbolis dan Citra Merek Kandidat: Partisipasi Kolektif Kelompok Akar Rumput dalam Pilkada Kota Surakarta. Thesis thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This research aims to explore the collective participation of grassroots groups in the 2020 Regional Head Election for Surakarta City. This is a qualitative research with a phenomenological design that uses data sources through in-depth interviews with influential grassroots activists in Surakarta, including church union leaders, Muslim group leaders, creative economy coaches and political mass media editors. Other supporting data were obtained from previous references and documentary clips of the candidate pairs, Gibran-Teguh and Bagyo-Pardjo. This study found that verbal and nonverbal expressions associated with elements of Surakarta culture gave impressions to grassroots group members. The candidate's symbolic expression and brand image emerged into voting considerations for grassroots group members. Based on the findings, grassroots groups collectively support candidates who give the impression of being religious, pro-small-economy and business innovation and tolerant. Another finding that enriches the previous literature is that the symbolic expression and image of the candidate in the perspective of the group leader is edited to group members as a political choice. The discussion of cultural references and candidate brand promises needs to be deepened in further research that allows different ideas due to conditions in other regions with different candidates and cultures.

Item Type:	Karya ilmiah (Thesis)
Uncontrolled Keywords:	citra merek, ekspresi simbolis, kepercayaan, kelompok akar rumput
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management J Political Science > JA Political science (General)
Divisions:	Fakultas Pasca Sarjana > Magister Manajemen
Depositing User:	Unnamed user with username p100170018
Date Deposited:	22 Feb 2021 08:49
Last Modified:	22 Feb 2021 08:49
URI:	http://eprints.ums.ac.id/id/eprint/89766

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