Abstract
In the constellation of the 2019 presidential election, there is something very interesting. Prabowo's camp quickly announced his vice-presidential candidate but Jokowi did not immediately announce his chosen vice-presidential candidate. Even until the last moment, Jokowi let the issue of the vice-presidential candidate rolling in the community. Unexpectedly, Jokowi chose a man who was never included in consideration of public. Jokowi's choice also made several names with the initials M as stated himself that his chosen vice-presidential candidate was M. Surprisingly, he announced that his chosen vice-presidential candidate was Ma'ruf Amin, a senior cleric and Chairman of the MUI (Majelis Ulama Indonesia). The issue of Ma'ruf Amin's selection in this study focuses on social exchange theory from Richard Emerson and the concept of political marketing from Jennifer Lees, especially the MOP (Market Oriented Product) model with a qualitative multimodality approach. Data were analysed using a visual text analysis to dig deeper into Jokowi's non-verbal meaning by deciding to choose Ma'ruf Amin as a vice-presidential candidate. The data were photos of the nomination of the presidential and vice-presidential. The findings of this study are that the election of Ma'ruf Amin is the most appropriate and accurate choice to defeat Prabowo. By choosing Ma'ruf Amin, Jokowi won before competing against Prabowo. Ma'ruf is a symbol, means, and source of Jokowi's victory
Highlights
The political world is a world full of meaning
This is in line with the opinion of Laswell (1972) in that politics is about ”who gets what, when and by how”, including power Budiardjo (2006).So to get power requires a variety of ways, one of which is through proper political communication to win the battle
Social exchange theory is a theory that examines and considers human relationships based on profit and loss (Roloff, 2009; Stafford, 2008)
Summary
If we talk about politics, it will not be separated from the talk about power This is in line with the opinion of Laswell (1972) in that politics is about ”who gets what, when and by how”, including power Budiardjo (2006).So to get power requires a variety of ways, one of which is through proper political communication to win the battle. This is what happened in Indonesia in the 2019 Presidential Election contestation. Both presidential candidates have their intentions in announcing their vice-presidential candi-
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