UPAYA EVO MORALES MEMANFAATKAN MEDIA UNTUK MEMENANGKAN PEMILU DI BOLIVIA 2005

The 2005 Bolivian presidential election was held on December 18, 2005. The two main candidates were Evo Morales of the Movement Toward Socialism (MAS) Party, Jorge Quiroga, leader of the Democratic and Social Power (PODEMOS). Morales won the election with 53,7% of the vote, an absolute majority; Quiroga conceded defeat, and Morales was sworn in on January 22, 2006, for a five-year term. Morales' win marks Bolivia's first election of an indigenous head of state. Morales who leading in president's election 2005 got aid from media to make his popular. Media is important role in a president's champaign, it is impossible for one of president candidate to be known widely without media. Media is assumed as powerful weapon to influence voter because president candidates try to create the best image. Leading Evo Morales in president's election is due to high popularity compared to other, mainly for indigenous people as majority of Bolivian population. Strategy that Morales use was way to reveal interesting issues/ news. Morales was know as figure who hate US, differed to Quiroga and other who pros with US. To attract journalist either from printed or electronic media to cover, Morales often revealed interesting news or statements, they were on his hate toward US, it allowed issues on various media dominated by Evo Morales compared to other candidates.