THE PROCESS AND STRATEGIES OF USING MEDIA IN COMMUNICATION TO CREATE POLITICAL POPULARITY

Abstract

Political communication is an important mechanism for creating political popularity or political influence for politicians, political groups or political parties through the use of media to communicate with target publics to create awareness and support for political activities, as well as to create political image and popularity. The use of media to communicate to create political popularity plays an important role as a medium between politicians, political groups and political parties and the public. It is the heart of driving the victory or success of political communication of politicians, political groups or political parties, which must take into account the most efficient use of media in order to achieve the set goals. The article on the process and strategies for using media in communication to create political popularity aims to present the process and strategies for using media that are efficient and effective in communication to create political popularity for politicians, political groups or political parties, which is an important mechanism for driving communication to create political popularity to achieve the goals. It focuses on the media use process, which consists of 1) receiver analysis 2) communication activity analysis 3) communication tools determination 4) communication implementation, and 5) communication evaluation. and media strategies (Strategies) consisting of 1) personal media 2) local media 3) community media 4) activity media 5) exhibition media 6) outdoor media 7) online media and 8) mass media, which will be a guideline for application in planning and selecting media for communication to create political popularity for politicians, political groups or political parties and those involved in different political contexts.