Digital Communication Strategies in Developing the Political Image of Central Java Provincial Legislative Council Representatives

Abstract

The purpose of this study is to examine the role and practices of digital media use by the Deputy Chair of the Central Java Provincial Legislative Council in the context of political communication. In addition, this study also examines how content impacts audience perception and satisfaction levels in creating a positive image. This study thoroughly investigates how the use of digital media, particularly platforms such as Instagram, Facebook, and TikTok simultaneously, influences public perception of legislative members. This study uses a qualitative approach and case study method. After field observations, interviews, and document analysis were used to collect research data, Miles and Huberman's interactive analysis method was used to analyze it. The study shows that although digital media has been used to disseminate constitutional activities, they still need to improve their ability to create a positive image, especially in terms of transparency and impartiality towards the community. The type of content that shows the process of conveying public aspirations and direct interaction between legislators and the community is considered the most effective. Compared to content that shows formal activities such as meetings, regional visits, and hearings, which tend to be rigid and less interesting to the audience, content with these characteristics is able to produce a more humanistic and communicative image, according to Sarif Abdillah's administrative analysis. However, there is still a belief that political and personal interests take precedence over public interests. Therefore, to increase public happiness and trust, relevant content that focuses on the needs and desires of the community is very important.