POLITICAL COMMUNICATION IN BUILDING A LEADERSHIP IMAGE ON @NILUHDJELANTIK INSTAGRAM ACCOUNT

Abstract

This study analyzes Ni Luh Djelantik's political communication in building leadership image through Instagram account @niluhdjelantik using Hanna Pitkin's Political Representation Theory framework. A descriptive qualitative research method was applied involving nine informants consisting of the account owner, Instagram account admin, political communication academic, and six active followers in Denpasar City through semi-structured in-depth interviews, content observation, and documentation study. The results show that Ni Luh Djelantik's political communication successfully builds a strong leadership image through the integration of four representation dimensions: (1) formal representation through DPD RI legitimacy that strengthens credibility; (2) descriptive representation through identity as a Balinese woman with activist and entrepreneur background that creates emotional closeness; (3) symbolic representation through assertive communication style and use of Balinese cultural symbols that reinforces authenticity; (4) substantive representation through content containing constructive criticism, educational information, and solutions relevant to Balinese community needs. The integration of these four dimensions forms a holistic leadership image: brave, honest, caring for grassroots communities, rooted in local values, and responsive to actual problems. The research confirms that Instagram has transformed political communication to become more interactive and participatory, functioning as a "24-hour digital aspiration office" that opens direct access between people's representatives and constituents, and is effective in building legitimacy and mobilizing political participation among young generation.

Keywords: political communication, leadership image, Instagram, political representation, social media