Media and political campaigns for individual pairs of regional election winners in Rejang Lebong regency in 2020 during the Covid-19 pandemic

Akbar Brilian Utama, Universitas Sebelas Maret, Indonesia
Pawito Pawito, Universitas Sebelas Maret, Indonesia
Ignatius Agung Satyawan, Universitas Sebelas Maret, Indonesia


The 2020 elections were held for the first time during the COVID-19 pandemic, this also had an impact on campaign activities as it is known that during the pandemic all outdoor activities were limited. This study aims to find out what kind of campaigns were carried out and the media used by the winning individual pairs and their team in the 2020 Local Leaders Election of Rejang Lebong during pandemic. This study applied a qualitative method with a constructivism paradigm. The research subjects are individual pairs and supporting teams. Data collection technique is in the form of interviews and documentation. This research applied Nowak and Warneryd’s campaign model to explain this phenomenon. From the results of the study it can be concluded that the campaign is not much different from the previous Local Leaders Election but the use of social media is very important in the campaign during the pandemic because all activities are limited, therefore social media has an important role during the campaign period and the media used in the campaign, namely: social media such as Facebook, Whatsapp, and Instagram.


Media, Campaign, Local Leaders Election, the Covid-19, Individual Pair

Full Text:



Adeiza, M. O. (2016). Digital media and campaign practices in Nigeria: Ekiti State Governorship Election (Doctoral dissertation).

Arsyad, A. (2011). Media pembelajaran. PT. Raja Grafindo Persada.

Bella, M., & Mody, W. B. G. B. (2002). Handbook of international and intercultural communication. Sage.

Bossetta, M. (2018). The digital architectures of social media: Comparing political campaigning on Facebook, Twitter, Instagram, and Snapchat in the 2016 US election. Journalism & mass communication quarterly, 95(2), 471-496.

Brady, H. E., Johnston, R., & Sides, J. (2006). The study of political campaigns. Capturing campaign effects, 1-26.

Creswell, J. W. (2015). Qualitative research & design research. Pustaka Pelajar.

Cui, G., & Liu, Q. (2001). Executive insights: emerging market segments in a transitional economy: a study of urban consumers in China. Journal of International Marketing, 9(1), 84-106.

Dalrymple, D. J., & Parsons, L. J. (1976). Marketing management: text and cases.

Febri, R., Suryanef, S., Hasrul, H., & Irwan, I. (2022). Kampanye politik melalui media sosial oleh kandidat calon kepala daerah Kabupaten Pesisir Selatan pada pilkada tahun 2020. Journal of Civic Education, 5(2), 269-277.

Filimonov, K., Russmann, U., & Svensson, J. (2016). Picturing the party: Instagram and party campaigning in the 2014 Swedish elections. Social media+ society, 2(3), 2056305116662179.

Firmanzah. (2018). Marketing politik: Antara pemahaman dan realitas. Yayasan Pustaka Obor Indonesia.

Gladwell, M. (2010). Small change. The New Yorker, 4.

Khalyubi, W., Bangun, C. D., Ardiyansyah, F., & Romadhona, M. R. (2021). Penggunaan Media Sosial sebagai Sarana Kampanye dan Partisipasi Digital dalam Pilkada Kota Depok Tahun 2020. Journal of Governance and Local Politics (JGLP), 3(2), 87-102. DOI:

Kollat, D. T., Blackwell, R. D., & Robeson, J. F. (1972). Strategic marketing. Holt, Rinehart and Winston.

Kotler, P., & Roberto, E. L. (1989). Social marketing: Strategies for changing public behavior.

Kriyantono, R. (2006). Teknik praktis riset komunikasi. Kencana Prenada Media Group.

Lilleker, D. G., & Negrine, R. (2012). Mapping a market orientation: Can we detect political marketing only through the lens of hindsight?. In Winning elections with political marketing (pp. 33-56). Routledge.

Marcinkowski, F., & Metag, J. (2014). Why do candidates use online media in constituency campaigning? An application of the theory of planned behavior. Journal of Information Technology & Politics, 11(2), 151-168.

McQuail, D., & Windahl, S. (2015). Communication models for the study of mass communications. Routledge.

Miles, M. B., Huberman, A. M., & Saldaña, J. (2018). Qualitative data analysis: A methods sourcebook. Sage publications.

Owen, D. (2017). Voters’ engagement in the digital campaign. The Internet and the 2016 Presidential Campaign, 151.

Patton, M. Q. (2002). Qualitative research & evaluation methods. sage.

Pawito. (2007). Penelitian komunikasi kualitatif. LKiS

Rogers, E. M., & Storey, J. D. (1987). Communication campaign. in CR Berger & SH Chaffe (Eds.), Handbook of communication science. New Burry Park.

Ulfa, K., Purnomo, E. P., & Kasiwi, A. N. (2020). The Campaign Strategy of 2019 Presidential and Vice-Presidential Elections on Social Media. Society, 8(2), 284-297.

Venus, A. (2018). Manajemen kampanye panduam teoritis dan praktis dalam mengefektifkan kampanye komunikasi. Simbiosa Rekatama Media.

Yin, R. K. (2009). Case study research: Design and methods (Vol. 5). sage.

Data Pengguna Internet dan Media Sosial di dunia DIGITAL 2022: ANOTHER YEAR OF BUMPER GROWTH - We Are Social UK.

PKPU Nomor 1 Tahun 2020 Tentang Perubahan Ketiga atas Peraturan Komisi Pemilihan Umum Nomor 3 Tahun 2017 Tentang Pencalonan Pemilihan Gubernur dan Wakil Gubernur, Bupati dan Wakil BUpati, dan/atau Walikota Dan Wakil Walikota. https:// PKPU 1 THN 2020.pdf.

Putusan Mahkamah Konstitusi Nomor 5/PUUV/2007, (2007).

UU No. 1 Tahun 2015 tentang Penetapan Peraturan Pemerintah Pengganti Undang-Undang Nomor 1 Tahun 2014 Tentang Pemilihan Gubernur, Bupati, Dan Walikota Menjadi Undang-Undang [JDIH BPK RI]



  • There are currently no refbacks.

Copyright (c) 2022 Akbar Brilian Utama, Pawito Pawito, Ignatius Agung Satyawan

Supervised by

RJI Main logo

Our Journal has been Indexed by:



 Creative Commons License

Informasi by is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

View My Stats