Branding Pasangan Calon Wali Kota Malang di Media Sosial (Analisis Isi Pada Akun Instagram @wali.malang2024)

In the digital era, Instagram has become a vital tool for political candidates to build their image. This study analyzes the Instagram account @wali.malang2024, used by mayoral candidates Wahyu Hidayat and Ali Muthohirin for political branding in the 2024 Malang Election. The research aims to identify content themes and communication patterns used in their campaign posts.

Applying Brian McNair’s Political Communication theory, this study examines branding through five elements: communicator, message, media, target, and effect. The research utilizes a descriptive qualitative method with thematic analysis (Braun & Clarke model). Data were collected via documentation and screenshots of visual and narrative content on the account.

The results show that @wali.malang2024 utilizes photos, videos, and infographics to convey the vision "Malang Berakhlak Maju, Berkelanjutan" and the slogan "Malang Mbois Berkelas." Visual branding features a blue-white color scheme symbolizing calmness and modern hierarchy. Primary themes include leadership, development, and empowerment. Communication patterns consist of 60% narrative posts and Reels (15–60 seconds), with 30% interaction and a frequency of 2–5 posts per week. These strategies are designed to project a visionary and grassroots-oriented image.