Defensive and Offensive Political Communication Strategy of Presidential and Vice Presidential Candidates on TikTok Live Broadcast in the 2024 Election
DOI:
https://doi.org/10.35814/xknm0k95Keywords:
Offensive and Defensive Strategy, Political Communication Strategy, Schroder Theory, TikTok Live Streaming, 2024 ElectionAbstract
This study analyzes the defense and offensive strategies of the Presidential and Vice Presidential Candidates on the 2024 General Election TikTok Live Streaming. The theory used is Schroder's theory of political communication which distinguishes between offensive and defensive strategies. Through a qualitative approach and content analysis to Live streaming impressions, this study shows that candidates use offensive strategies to attract new voters through engaging and relevant content, as well as defensive strategies to respond to criticism and maintain their positive image. The results of the study revealed that direct communication through Live streaming can create a more intimate relationship with audiences, especially young audiences, and play an important role in modern political campaigns. Based on these findings, it is suggested that political leaders should maximize social media with creative and interactive content, as well as be responsive to criticism to maintain a positive reputation and image in the digital world.
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