Political Celebrification and Electability: A Study of Political Phenomena Imaging in Election Polewali Mandar District, West Sulawesi, Indonesia

Abstract

This study aims to determine the relationship between celebrification politics and electability to
the candidates in the election of 2013 Polewali Mandar West Sulawesi Indonesia. This research type was
qualitative, with phenomenology and constructivist approach. The data collected is the politics of the
imagery through advertising and its effect on the electability of a candidate. The data obtained through
interviews and documentation. The data is analyzed by using an interactive relation technique, intended to
see the process, meaning, production, and reproduction of discourse. The results showed political
celebrification has an influence on the electability of a candidate. A candidate who actively conducts the
process of celebrification will have the opportunity to increase his popularity and electability — depth
celebrification influence politics through five psychological stages that awareness, knowledge, liking,
preference, conviction. A candidate who can pass through these five stages will gain high electability