KUASA ETNISITAS DALAM MEREK POLITIK KONSUMEN KABUPATEN TEBO DI ERA REFORMASI

Abstract

This study will examine political marketing in the electoral contestation in Tebo Regency during the Reformation Era which is then associated with the construction of the ethnicity of the people of Tebo Regency as the main force in winning the power contest. This study aims to determine the construction of political marketing on the electoral political contestation targeting populism of ethnicity in Tebo Regency. By using descriptive qualitative research methods, the results of this study answer that the real power of ethnicity is able to become a consumer political brand through political marketing carried out by candidate pairs who fight with a combination pattern of ethnicity (Javanese and Jambi Malay). Then there is a distributive populist policy that targets ethnic groups that are the basis of voters with the aim of personal political interests to be re-elected in the election. This study offers a recommendation that in the context of ethnicity, which is usually one of the topics in the theory of voting behavior, it is also packaged in a political marketing strategy which can cause several negative impacts later which causes the development process to not prioritize the principle of justice, resulting in polarization in society.