Political Marketing As Arts And New Media: A Study of Website Usage For Political Marketing

Abstract

As global culture has been penetrating nearly all aspects of life in all around the world the use of new media including website become more ubiquitous. Even it is very common that websites are used to convey visual arts for the purposes of political marketing. The political elite, political parties, and many interest groups usually have their own website to inform and/or to persuade the public in term of political marketing. It could be emphasized in this respect that arts (visual arts) are often utilized to carry political relevance message for the purpose of political marketing including photographs, paintings, video, and film. Having the basis of the such like phenomena the study attempts to examine what characteristic nature of the use of visual arts in the websites run particularly by the three major political parties in Indonesia (PDIP, Gerindra, PKS) during the period of the run-up of the 2019 general election. Media analysis technique is employed in the study by scrutinizing what kinds of visual arts are utilized and the cultural and psychological appeals are applied. The data had been gathered based on the observation which was conducted June August 2018. Keyword: political marketing, arts, visual arts, new media, website