Analysis of the Media Form of the Campaign of Mahyeldi and Audy Joinaldy in the 2020 West Sumatra Regional Election

Campaign Media of Mahyeldi and Audy Joinaldy in the West Sumatra Regional Election

Abstract

This research is entitled "Analysis of the Campaign Media Form of the Mahyeldi and Audy Joinaldy Couple in the 2020 West Sumatra Regional Elections". This study aims to analyze the digital media campaign of the Mahyeldi and Audy Joinaldy couple in the 2020 West Sumatra regional elections. The research method used is qualitative research. Data were collected through observation, interviews, documentation and literature studies. The data was analyzed using the analysis of visual communication design theory, SWOT and Roland Barthes' semiotic theory. The results of this study show that; First, campaign digital media is one of the determining factors in an effort to get the most votes, especially in communicating the message and goals of personal branding to voters. The existence of a special logo (MA) on the campaign digital media as personal branding for the two pairs of candidates is a special attraction in the campaign process carried out. The MA (Mahyeldy Audy) logo always appears in every campaign media that is published such as banners, billboards, banners and other campaign media; Second, there are forms of main media and supporting media, interrelated and consistent in the form of campaign media used. The main media such as logos, the uniqueness of simple, simple, elegant, minangkabau identity, and attracting attention, while supporting media such as billboards, banners, banners are consistent with each other, uniformity, unique in terms of figures or photos, tags, logo icons, typography, and colors. Media analysis is in terms of several views including political communication, political anthropology, political sociology and others.