Abstract
In order to encourage women’s active role to participate in political world, especially to meet the demand of Electoral Regulation, a portion of 30% electoral committee was dedicated as minimum allocation for women. To meet those demands, a political communication strategy was needed. The strategy could be implemented by women themselves, or political party. Women political communication strategy was carried out by applying a counter of political communication: gender mainstreaming, affirmative action, political education for women, and civic education for women. Meanwhile, political parties conducted their political communication by utilizing media and message strategy. Message strategy was implemented by employing political marketing mix consisted of product, promotion, price, and place. Media strategy appeared by diffusion of innovation approach by emphasizing gender mainstreaming issues among public.
Highlights
Women political communication strategy was carried out by applying a counter of political communication: gender mainstreaming, affirmative action, political education for women, and civic education for women
The strategy could be implemented by women themselves, or political party
Political parties conducted their political communication by utilizing media and message strategy
Summary
Kesadaran politik perempuan berdasarkan sejarah Indonesia telah tumbuh sejak Kongres. Pengakuan yang sama hakhak perempuan dengan laki-laki dalam kehidupan berbangsa dan bernegara di Indonesia telah diakui secara tegas. Pengakuan tersebut ditetapkan melalui berbagai instrumen hukum dan dengan meratifikasi berbagai konvensi yang menjamin hakhak politik mereka. Hal ini dibuktikan dengan keterwakilan perempuan di panggung politik dan lembaga politik formal jumlahnya masih sangat rendah dibandingkan laki-laki. UU pemilu tersebut secara tidak langsung merupakan salah satu bentuk akomodasi politik atas tuntutan pentingnya kesetaraan gender bagi kalangan perempuan dalam wilayah politik, sekaligus memberikan ruang partisipasi politik yang lebih besar bagi perempuan dalam pembangunan bangsa. Hal ini bisa dilihat dalam kondisi legislatif masa sebelumnya di mana keterwakilan perempuan sangat minim sehingga mengakibatkan kepentingan kaum perempuan menjadi terabaikan. Keterwakilan perempuan ini diharapkan mampu mengeliminasi hal tersebut dan memberikan kesempatan kepada kaum perempuan untuk terlibat lebih banyak di ranah politik. Juga ketatnya persaingan memperebutkan kursi dewan menyebabkan keterwakilan perempuan mengikuti mekanisme persaingan alamiah
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