The Role of Newspaper as Political Marketing Tool during Indonesian Presidential Election of 2014

DOI

10.2991/icbmr-17.2017.55How to use a DOI?

Keywords

political marketing; presidential election, Journalistic Codes of Ethics, objectivity, factuality, impartiality.

Abstract

This research was conducted to determine the role of newspaper in implementing political marketing during Indonesian presidential election of 2014, by utilizing news contents of the presidential election from Kompas, Republika, and Media Indonesia, during campaign period. This research was conducted in three studies. Study 1 utilized quantitative content analysis to determine the objectivity of each newspaper. Study 2 utilized qualitative content analysis, using the concept of "attitude" in the discipline of consumer behavior, to determine the efforts made by each newspaper outlet in developing and altering the reader's mindset and attitude towards a presidential candidate favored by each newspaper. Study 3 utilized qualitative content analysis, using the concept and categories in political science. The research showed that the three newspapers, in various ways and methods, do not fully apply Indonesian Law No.40 of 1999 regarding Journalism Press and Journalistic Codes of Ethics as their code of conduct. These findings show that the implementation of marketing in the realm of politics must be done with caution in order to deliver news for the public in a neutral and independent manner. It can be concluded that the lack of objectivity from the three newspapers relates to the dominant ideological model theory, in which media ownership will determine the political views that would be disseminated by the mass media, as well as elite values model theory, in which the control of the media's output by means of intervention from the media owners in editorial decisions, prohibiting the editor's and journalist's professional independence.

Copyright

© 2017, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Maslina Warnie Hutasuhut
AU  - Indiana Ngenget
PY  - 2017/11
DA  - 2017/11
TI  - The Role of Newspaper as Political Marketing Tool during Indonesian Presidential Election of 2014
BT  - Proceedings of the International Conference on Business and Management Research (ICBMR 2017)
PB  - Atlantis Press
SP  - 609
EP  - 619
SN  - 2352-5428
UR  - https://doi.org/10.2991/icbmr-17.2017.55
DO  - 10.2991/icbmr-17.2017.55
ID  - Hutasuhut2017/11
ER  -