STRATEGI KOMUNIUKASI POLITIK DALAM SISTEM RECRUITMEN KADER PARTAI KEADILAN SEJAHTERA (PKS) WILAYAH SULAWESI TENGGARA

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ABSTRACT This study discusses about political communication strategy of Partai Keadilan Sejahtera (PKS) on cadre recruitment system and discucces about the recruitment system in PKS that undertaken in 2009 and 2014 which is used to set the candidates, starting from the stage to stage cadre recruitment. Lasswell communication theory is used to explain how communication strategy undertaken by PKS in South East Sulawesi. Lasswell communication strategy, there are several factor that need to considered namely know the audiene, compose the message, establish a method of delivering message and the role of communicator. Recruitment system theory by Barbara Gaddes gives an overview about how the recruitment and cadre applied by PKS in South East Sulawesi. The methods that used in this study is descriptive qualitative to describe the strategies of political communication that undertaken by PKS on its cadre recruitment system. Data collection by interviews and documentation. Interviewing an expert informant who knows about the whole recruitment process in PKS especially in South East Sulawesi. The study result showed that the forming of political communication strategy PKS in it cadre recruitment system devided into two phases namely the recruitment stage of political communication and political communication cadre stage. Each stage used different strategy to determine the character of the communicator, the message content, the message forwarding technique, selection of media and communication targets. There are no difference between cadre recruitment system of PKS in 2009 and 2014. PKS in South East Sulawesi still adopting partisanship system and meritrocratic system, where the pattern and the recruitment mechanism are opened, cadre mechanism is active stelsel system, centralized organization in determining party cadre method. LPPK is an internal agency to selecting cadre who will be nominated in legislative elections. Keywords : PKS, Political communication, political communication strategy and cadre recruitment system.