Political Communication Strategy Based on Neuro-Linguistic Programming: A Study of Surabaya Mayor Eri Cahyadi’s Instagram Account

Wahyudi Tjahyo Kusumo; Nevrettia Christantyawati; Iwan Joko Prasetyo; Zulaikha

doi:10.55927/modern.v4i3.89

Authors

Wahyudi Tjahyo Kusumo Universitas Dr. Soetomo
Nevrettia Christantyawati Universitas Dr. Soetomo
Iwan Joko Prasetyo Universitas Dr. Soetomo
Zulaikha Fakultas Ilmu Komunikasi, Universitas Dr. Soetomo

DOI:

https://doi.org/10.55927/modern.v4i3.89

Keywords:

Digital Political Communication, Neuro-Linguistic Programming, Instagram

Abstract

This study examines the Neuro-Linguistic Programming (NLP)-based political communication strategy in the Instagram content of the Mayor of Surabaya, Eri Cahyadi, on April 12–19, 2025. The aim is to identify the NLP techniques used and their impact on leadership image and public perception. The method used is qualitative with visual and narrative content analysis of videos, photos, carousels, and captions. The theories used include NLP, digital political communication, framing, and imaging. The results show the use of techniques such as anchoring, embedded command, reframing, future pacing, and humor patterns in forming the image of a humanist and solution-oriented leader. In conclusion, NLP is effective in building emotional resonance, symbolic closeness, and public opinion on social media

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