Abdul Wahid's Visual Communication on TikTok During the 2024 Riau Gubernatorial Election Campaign

Mustafa Mustafa; Rohayati; Ira Yulia; Nur Alhidayatillah

Abdul Wahid's Visual Communication on TikTok During the 2024 Riau Gubernatorial Election Campaign

Authors

Mustafa Mustafa Universitas Islam Negeri Sultan Syaruf Kasim Riau
Rohayati Universitas Islam Negeri Sultan Syaruf Kasim Riau
Ira Yulia Universitas Islam Negeri Sultan Syaruf Kasim Riau
Nur Alhidayatillah Universitas Islam Negeri Sultan Syaruf Kasim Riau

Keywords:

TikTok, social semiotics, hermeneutics, 2024 Riau Gubernatorial Election

Abstract

This study analyzes Abdul Wahid's visual communication on TikTok during the 2024 Riau Governor and Vice Governor election campaign using a qualitative-interpretive paradigm and a hermeneutic/social semiotic approach. The unit of analysis includes posts from the @wahid_simbar account about market visits, community dialogues, and mass religious gatherings, along with additional data in the form of text, on-screen text, and audio. Key findings demonstrate the formation of an ethos of "moral courage" through the medium composition of a close-up orator (white shirt, red cap) under a green-and-white tent, as well as deictic gestures that focus attention; the red/green color scheme plays a role in affective-cultural salience, while eye-level framing and vector movement build social closeness. The programmatic promise package of free education and employment is easily connected to the audience's daily life through a shared wide shot, a uniform shooting rhythm, and a closing pose with young people in green tones. Abdul Wahid's visual resonance is primarily generated by a consistent compositional arrangement between ethos, gesture, and spatial context, with the presence of Ustadz Abdul Somad as a symbolic reinforcement.

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Abdul Wahid's Visual Communication on TikTok During the 2024 Riau Gubernatorial Election Campaign