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The accessibility of online news media today offers a major opportunity for individual‘s to receive as much information as possible. Thus it becomes the main political news platform for the local people. On the other hand, it creates an opportunity for online media companies to use their influence to promote a particular political agenda and a particular candidate instead of being neutral. Based on the observations, it seems that online news media is being used by political elites to promote oneself and increase their chances of being elected in the various elections. Hence we can find evidence of political elites promoting oneself from the headlines and the contents of the news. This research uses framing analysis methodology. In this case, the news that has been taken from the online media in North Sulawesi will be analyzed using agenda setting theory and the concept of political personalization. As such we can identify individual’s political intention’s that has been put in the content of the news. Keywords—online media; personalization of politics; political strategy.

The Strategy of Politics in Using Portal Online Media to Implicate a Personalization of Politics that has been done by an Elite Group in North Sulawesi