Researcher: Nyawri Ahmad
Nyawri Ahmad is a PhD researcher at Bournemouth University’s Media School. His focus is on emerging trends in Indonesian democracy and how political parties in South-east Asia use political marketing and professionalisation campaigning methods during election periods.
For more than two decades, the adaptation of political marketing and the professionalization of political campaign of parties and candidates have been taking place in the most western-established democratic countries, especially UK and US. However, little attention has been directed to explore more comprehensive and systematic understanding about political marketing, political market-orientation and professionalization of political campaigning of parties and its candidates in the non-western emerging democratic countries of Southeast Asia.
By assessing the emerging democracy of Indonesia, this work will go beyond the application of marketing principles within parties’ organization (Wring, 2005); political marketing of parties (Lees-Marshment, 2001, 2004; and Lees-Marshment and Lilleker, 2005); political marketing of candidates (Newman, 1994); political market-orientation of parties (Mair, et.al 2010: 41-46; Stromback, 2010), and the professionalisation of political campaigning (Negrine and Lilleker, 2002; Lilleker and Negrine, 2002; Gibson and Rommelle, 2001, 2009; Negrine, et.al, 2007; Negrine, 2008; Tenscher and Esser, 2005; Tenscher, et.al, 2012; and Tenscher, 2013).
A systematic research approach will be made to assess the political marketing and the inter-linked relationships among political market-orientation and professionalisation campaigning of parties and its candidate during the Indonesian 2014 parliamentary election and the 2014 presidential election.
This work will employ the mixed-method research approach. The data collection will be collated based on survey research, semi-structured in-depth-interview and participatory observation. Qualitative data using multiple correlations and regression analysis will be conducted to assess those survey data. Meanwhile, qualitative analysis using NVINO 9 will be conducted to reveal qualitative data of in-depth interview and participatory observation. Triangulation analysis will be conducted to assess both those qualitative and quantitative data to reveal how far, in which way and to what extent the advancement of political marketing and political market-orientation will be established by Indonesian political parties and its candidates and how their relationship is inter-linked with their professionalization campaigning during the 2014 parliamentary and the 2014 presidential elections.
As knowledge contribution, by using a systematic research approach, this work explores political marketing, its relationship to political market-orientation and professionalisation campaigning of parties and its candidates facing political market arenas. In addition, as derived from an Indonesian case study during a series of two national elections, this work proposes a party-centred and candidate-centred model of political marketing and professionalisation campaigning that can be used within the context of emerging South-Asian democracy.
1. The Political Marketing and the Future of Indonesian Democracy: Assessing Its Inherent Critiques, Challenges and Opportunities. Paper for International Conference on the Indonesian Development (ICID), The Hague-Netherlands, 12-13 Sept 2013.
2. Political Marketing Management of the Indonesian Parliament : Assessing the Political Marketing Management Approach and Its Challenges of the Indonesian House of Representative (2009-2014). Paper for panel on “Transformational Communication and the New Asia” organized by Asian Media Information and Communication Centre (AMIC), the 22nd Annual International Conference 4-7 July, 2013,Yogyakarta, Indonesia
3. The Rise of Integrated-Participatory Political Marketing (IPPM) of the Contemporary Local Election in Indonesia: A Case Study of Political Marketing Model of Jokowidodo-Basuki Tjahaya Purnama during the 2012 Governatorial Election of Special Region of Jakarta, Indonesia. Paper for International Conference organized by CENTRE D’ETUDES COMPARÉES EN COMMUNICATION POLITIQUE ET PUBLIQUE Conférence des 14 et 15 juin 2013 de Communication Politique Comparée, The University of East Paris.
4. From Mass Mediated-Political Marketing to Mixed Mediated-Political Marketing: The Rise of Social Media as Political Marketing Tools During The 2012 Governatorial Election of Special Region of Jakarta, Indonesia. Paper for International Conference of the PSA UK, Cardiff University, 24-27, March 2013.
5. The Changing and Challenging of Indonesian Political Communication and Political Marketing Performances Facing the Indonesian 2009 Election. Paper presented at The 18th AMIC Conference, July 2009, in New Delhi, India.