Political Celebrification and Electability: A Study of Political Phenomena Imaging in Election Polewali Mandar District, West Sulawesi, Indonesia

This study aims to determine the relationship between celebrification politics and electability tothe candidates in the election of 2013 Polewali Mandar West Sulawesi Indonesia. This research type wasqualitative, with phenomenology and constructivist approach. The data collected is the politics of theimagery through advertising and its effect on the electability of a candidate. The data obtained throughinterviews and documentation. The data is analyzed by using an interactive relation technique, intended tosee the process, meaning, production, and reproduction of discourse. The results showed politicalcelebrification has an influence on the electability of a candidate. A candidate who actively conducts theprocess of celebrification will have the opportunity to increase his popularity and electability — depthcelebrification influence politics through five psychological stages that awareness, knowledge, liking,preference, conviction. A candidate who can pass through these five stages will gain high electability