Identity Representation in the Political Battle of Tasikmalaya’s 2024 Mayoral Candidates

Abstract

The 2024 mayoral election in Tasikmalaya, Indonesia, presents a complex political landscape. Identity representation plays a pivotal role in shaping public discourse and voter perception. This study employs Critical Discourse Analysis (CDA) to examine the linguistic and semiotic strategies employed by mayoral candidates to construct and convey their identity representations. It examines how these strategies shape and reflect broader sociopolitical ideologies within the local context. Drawing from campaign banners, the study analyzes linguistic choices, imagery, and color schemes. It investigates how candidates position themselves in terms of ethnicity, religion, and regional affiliations. Using Fairclough’s three-dimensional CDA framework, the study focuses on text analysis, discursive practice, and sociocultural context. The findings reveal that identity markers on campaign banners serve as tools for self-presentation for candidates, also helping them subtly differentiate themselves from opponents by tapping into local sentiments and values. This analysis deepens our understanding of how discourse shapes political identity and demonstrates how identity representation can influence voter engagement and local democratic processes. The study contributes to the discourse on identity politics in local elections and demonstrates how visual and textual cues in political campaign materials can influence public opinion and voter alignment in emerging urban centers, such as Tasikmalaya.