Strategi Impression Management Wakil Presiden RI 2024-2029 Gibran Rakabuming Raka Melalui Akun Instagram @gibran_rakabuming dalam 100 Hari Pertama Pemerintahan
DOI:
https://doi.org/10.9744/scriptura.15.1.64-83Keywords:
strategi impression management, political public relations, Gibran Rakabuming, Instagram, 100 hari pertama pemerintahanAbstract
Impression Management merupakan upaya individu untuk mengelola kesan yang ingin ditampilkan kepada publik. Dalam ranah politik, citra positif menjadi penting bagi aktor politik seperti Gibran Rakabuming Raka, Wakil Presiden RI 2024-2029. Penelitian ini bertujuan untuk mengidentifikasi strategi impression management yang digunakan Gibran melalui akun Instagram (@gibran_rakabuming) selama 100 hari pertama masa jabatannya, yakni periode 20 Oktober 2024 hingga 28 Januari 2025. 100 hari pertama dianggap sebagai periode krusial bagi aktor politik dalam membangun kesan yang baik dimata publik. Penelitian ini menggunakan metode analisis isi kuantitatif deskriptif milik Krippendorff terhadap 15 program yang terdapat dalam 141 unggahan Gibran, berdasarkan lima strategi dari Jones & Pittman (1982): ingratiation, intimidation, self promotion, exemplification, dan supplication. Hasil penelitian menunjukkan Gibran dominan menggunakan kombinasi strategi ingratiation dan self promotion, dengan fokus pada pendekatan emosional dan bukti kinerja. Strategi ingratiation muncul pada unggahan delapan program prioritas, sedangkan self promotion muncul pada unggahan tujuh program. Meskipun ingratiation menjadi strategi paling banyak ditemukan, sub indikator dengan frekuensi tertinggi adalah laporan hasil kerja dari self promotion (18,36%). Sementara itu, strategi supplication tidak ditemukan, menunjukkan bahwa Gibran tidak membentuk citra melalui penonjolan kelemahan. Temuan ini mendukung kesan bahwa Gibran ingin tampil sebagai pemimpin muda yang simpatik, kompeten, dan percaya diri.
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