MARKETING POLITIK DI MEDIA MASSA DALAM PEMILU 2009

Abstract

The phenomena of general election in 2009 shows that political marketing is an important part of winning the competition. This marketing approach has been transparently used since 1999 and continued to 2004. However, its more intensive use could be seen in the last general election in 2009. It was probably the era of an image industry which force an individual and a party to construct their best image in mass media. The more democracy following the fall of New Order enables all political power to compete fairly. This condition is in line with the wind of press independence which grows as a developing industry. In relation to the general election, mass media can be synergetic with political agents or the candidates. For the media, politics is considered as a product or service which has a high economical value; and for the politicians, mass media is a means of political communication to raise their popularity

Keywords

• general election 2009
• marketing
• politics
• mass media
• Setting agenda theory
• spiral of silence theory