The Effectiveness of Political Communication of Regional Head Candidates in Direct Elections (Case Study in the 2020 South Kalimantan Governor and Deputy Governor Elections)

Abstract

This study examines the effectiveness of political communication of regional head candidates in direct regional elections in South Kalimantan Province in 2020. This research uses a mixed method with a case study approach. Data was collected through questionnaires, observations, interviews, and document tracing. Data analysis techniques use descriptive-qualitative with a sequential explanatory perspective. The results of this study found that the two pairs of candidates for regional heads in the South Kalimantan Governor and Deputy Governor Elections used six forms of political communication, that is rhetoric, propaganda, public relations, political campaigns, political lobbying, and mass media. The six models of political communication are delivered in the form of dynamic verbal and non-verbal messages, because: 1) Have political acceptability as a political actor who obeys the political scenario; 2) Utilizing the potential of candidates for regional heads, both personal potential, structural potential and cultural potential of the community as a medium of political communication with voters; 3) Not conducting political communication in the form of political agitation, because it is not in accordance with the heterogeneous culture of the nation, which prioritizes mutual assistance and togetherness; 4) Able to label names with certain acronyms that have a positive meaning for voters; 4) Using mainstream mass media and social media as a medium for delivering appropriate political messages to the electorate. This study concluded, there are five advantages of political communication of the Sahbirin Noor-Muhidin pair that are considered effective in determining victory in the 2020 South Kalimantan Governor and Deputy Governor elections, that is: 1) The character of the message conveyed is more diverse by using symbols based on local culture; 2) Have the support of a militant and solid political party base; 3) Many political campaigns present candidates as successful and populist actors; 4) Receive support from religious and community leaders who act as public relations when conducting campaigns in outdoor media and social media; and 5) Packaging messages as a candidates who continue to make development efforts in all fields.