Self-Presentation of Women Politicians Among New Voter

Abstract

Purpose: This article discusses the importance of the credibility of women parliamentarians (candidates) in attracting voters (especially new voters). The candidate and his winning strategy must work hard to win the general election and get the votes of his constituents. Method: The presence of women MPs in parliament advocates for women's needs. The success of female candidates as political communicators with new voters can be seen from the results of the election of new voters. Therefore, female candidates must be able to articulate and design effective messages to change voters' attitudes and behavior. Results and Conclusions: This study uses the self-presentation theory popularized by Erving Goffman, with the twin motives of self-presentation (SSP) and self-control (SV). The results of the study show that the self-portraits of female candidates aim to create a good, moral and ethical image to society, especially for new voters. Research implications: Arrange messages conveyed through attitudes and behavior so that other people can interpret their character according to the image they want to convey. In the process of self-presentation, women candidates differ in the process of self-disclosure and the content shared with the public, it all depends on the goals, motivation and audience as well as privacy issues. Originality/value: For new voters, women candidates are more likely to be seen as having special characteristics, for example their charismatic.