Analisis Pencitraan Walikota Medan Bobby Nasution Melalui Kebijakan Pembangunan Infrastruktur Tahun 2021–2023

Sonia Gabriella Sitorus

doi:10.55681/seikat.v5i4.3029

Authors

Sonia Gabriella Sitorus Universitas Sumatera Utara

DOI:

https://doi.org/10.55681/seikat.v5i4.3029

Keywords:

Political Image, Political Communication, Infrastructure Policy, Bobby Nasution, City of Medan

Abstract

This study aims to analyze how infrastructure development policies for the 2021-2023 period were utilized as a tool to shape Bobby Nasution’s political image during his tenure as Mayor of Medan, in line with his increasing political exposure ahead of his candidacy for Governor of North Sumatra. The study employs a qualitative approach with a descriptive-analytical case study design. Data were collected through in-depth interviews and validated using source triangulation. Data analysis was conducted using a theory-driven approach based on Dan Nimmo’s Political Image Theory (1989) and Brian McNair’s Political Communication Theory (2020), through the stages of data reduction, data presentation, open coding, selective coding, and drawing conclusions. The research results indicate that road improvement programs through “Medan Membangun,” river normalization for flood management, and the revitalization of Merdeka Square function as a medium for planned political image-building. These programs contribute to shaping Bobby Nasution’s image as a credible, competent leader who cares about the community’s needs. Nevertheless, the effectiveness of image-building through infrastructure development is conditional and depends on the sustainability of the quality of development as well as its alignment with the community’s needs in an equitable manner.

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