The Creation of Political Branding of the Move Forward Party

Abstract

The objectives of this research were 1) to study the context, origins and political environment of the Move Forward Party; and 2) to study the political branding of the Move Forward Party. This research used qualitative research. Data were collected through in-depth interviews with 14 relevant experts. Key informants include the Member of Parliament of the Move Forward Party, Bang Kapi District, and the communications and campaign manager of the Move Forward Party, a total of 3 people. The tool used was in-depth interviews. and collecting research data through documents social media observation on the Move Forward Party 's TikTok platform has gone far. Between 1 February - 31 May 2023. Data were analyzed using Lee-Marshment's political marketing and Fairclough's critical discourse analysis and 3D analysis.

The results of the research found that: 1) from a study of the context, origins, and political environment of the Move Forward Party. It is a factor that drives, supports, and benefits the Move Forward Party. But at the same time, it is also a political obstacle in forming a government that is considered unsuccessful. It can be said that the Progressive Party has a very good brand building process. But amidst the context, origins, and political environmental factors that occurred at that size, it resulted in the Move Forward Party being unable to deliver products. And the successful establishment of the government was the result of the old power group that still existed. Until now. And 2) from a study of the political branding of the Move Forward Party, it was found that the Move Forward Party is a political party that focuses primarily on marketing. where marketing tools have been applied to the election campaign in 2023 through online communication and on site, including new types of campaigning, leading to the emergence of Viral also known as natural canvasser.