Political Communication Strategies Research Articles

Political Communication Strategy in the 2024 Indonesia’s Presidential Election

Political Communication Strategy in the 2024 Indonesia’s Presidential Election

Political Communication Strategy in the 2024 Indonesia’s Presidential Election

In every election, candidates employ various techniques to communicate their mission and vision to their respective voters. Winning an election depends on how good the candidate employs the various tools of communication, using both traditional mass media and social media. This research examines the political communication strategy used by Anies Baswedan during the Indonesian Presidential Election 2024. The objective of this research is to study the political communication style used by Anies Baswedan as a non-party political leader in garnering public support and winning the Presidential Elections. All the other presidential candidates contesting in the election are representing various political parties. All the feeds that were published in his Instagram account during the election were analysed. The analysed data is later triangulated with data from key informants to get an insight on Anies Baswedan’s political thoughts. Data from the Instagram account indicates that his team of communicators employs hashtags, news feed, political ads and visual styles to increase awareness among his voters, in the hope of influencing his voters. The various content published is found to be relevant and significant with the voters but is insufficient to win an election. Although he run initially as a non-political party candidate before gaining endorsement from a political party to run for President, he lost could be due to the lack of political infrastructure support that is needed to ensure his words spread throughout vast Indonesia archipelago. Keywords: Strategy, communication, politics, new media, Presidential Election 2024.

STRATEGI KOMUNIKASI POLITIK KPUD LOMBOK UTARA DALAM MENINGKATKAN PARTISIPASI PEMILIH PADA PEMILU 2024

The North Lombok Regional General Election Commission (KPUD) is a state institution that regulates the implementation of democratic contestation at the regional level of North Lombok, West Nusa Tenggara Province. One of the main functions of the regional KPU is to carry out political communication activities to socialize the stages of the General Election (Election) to the public so that people's political participation increases. This study examines how the political communication strategy carried out by The North Lombok Regional General Election Commission (KPUD), from the aspects of Process, planning, messages, political communication media and community participation. This study uses a qualitative descriptive approach, research data is obtained from various sources. The results of this study show that the process, planning, messaging, and political communication media of The North Lombok Regional General Election Commission (KPUD) in the 2024 election are carried out through political education, the use of cultural facilities, watching tancap screen movies together, through collection and counting simulations at TPS Real. Through the cooperation of local mass media, and the KPU Goes To School program. All of these activities are to awaken, and foster public awareness to go to the Polling Station (TPS).

Political Communication and Capital Toward Swing Voter Cause in Regional Head Elections 2020 in Karangasem Regency, Bali

A striking swing of voters marked the 2020 Regional Elections in Karangasem Bali. The incumbent pair, Mas Sumatri and Suari, who were predicted by a survey of 53.9% to win against Dana-Dipa by 37.2% during the campaign, actually showed a crushing defeat of 43.4% and a Dana-Dipa victory of 56.6%, according to the official results from the Karangasem General Election Commission (KPU). This study examines the phenomenon of swing voters in the 2020 Regional Elections in Karangasem by raising the problem of capital factors as the cause of swing voters in the 2020 Regional Elections in Karangasem and the political communication of candidates in minimising voter swing in the 2020 Regional Elections in Karangasem. This research uses a qualitative approach through observation techniques, interviews, document studies, and literature studies in its data collection. The data were analysed using capital theory in social practice. The results of this study show that the determinant factor, namely capital, occurs in the dynamics of swing voters and political communication in the 2020 Regional Elections in Karangasem by candidates delivering their vision and mission as their political communication messages. This research contributes as a reference related to the phenomenon of swing voters and the political communication strategies of candidates who contest to minimise swing voters. Keywords: Capital, swing voter, political communication, 2020 Regional Head Election, Karangasem Regency Bali.

Strategi Komunikasi Politik Pemerintahan Daerah dalam Meningkatkan Partisipasi Masyarakat Pedesaan (Studi pada Desa Karangsari Kec. Bantur Kab. Malang)

This research aims to analyze the political communication strategies implemented by regional governments to increase participation in rural communities, especially in Karangsari Village, Bantur District, Malang Regency. The research method used is a case study with a qualitative approach. Data was collected through in-depth interviews, observation and documentation. The research results show that the Karangsari Village government uses various communication strategies, including direct outreach, use of local media, and community forums. This strategy has succeeded in increasing community awareness and participation in various village development programs. The key factors that support the success of this strategy are community trust in village leaders, openness of information, and active involvement of various stakeholders. This research provides important insights for other local governments in designing and implementing effective political communication strategies to increase rural community participation.

Assessment of Digital Campaign Strategies Adopted by Presidential Candidates in the 2023 Nigerian Elections

The ascendancy of digital technologies has revolutionised political communication strategies, with presidential contenders increasingly exploiting online platforms to interact with electorates. This investigation aims to evaluate the efficacy and implications of digital campaign strategies adopted by presidential candidates during the 2023 Nigerian Elections. Using survey research methodology, with questionnaires as the primary data collection instrument, this inquiry endeavours to evaluate the impact of social media campaigns on voter perceptions, engagement, and ultimately, electoral behaviour. Drawing on Agenda Setting, Uses and Gratification, and Conspiracy Theories, the study identifies Facebook, Twitter, and WhatsApp as the preferred social media platforms among respondents for receiving political communications. Findings suggest that social media notably influenced respondents' preferences for candidates during the 2023 presidential election, augmenting the popularity of Tinubu, Obi, and Atiku. The research emphasises that social media content pertaining to these candidates directly shaped respondents' voting choices. Moreover, the research affirms that social media usage profoundly influences election campaigns in Nigeria, advocating, among other measures, for Nigerian political stakeholders to persist in using social media to engage with electorates

Social Network Analysis: Political Elite Actors #DemokratLawanBegal on Twitter

This research explores the impact of the #DemokratLawanBegal hashtag on Twitter, focusing on its role in shaping political discourse and influencing party leaders' alignment. It aims to uncover relationships among elite actors and identify influential figures within the Twitter network using this hashtag. Drawing on concepts like political communication, political elites, Twitter's importance, and Social Network Analysis (SNA), the study adopts SNA methodologies with tools like Netlytic and Gephi Apps. Data collection occurred throughout 3-10 April 2023 to maintain relevance. The findings highlight the significant impact of the #DemokratLawanBegal hashtag in shaping political discourse and the power struggle within the Democratic Party. AHY emerges as a more influential figure than Moeldoko, and Twitter, particularly through this hashtag, plays a central role in political communication and framing strategies. Social Network Analysis reveals a closely interconnected network of actors, with the official Democratic Party account (@pdemokrat) central to information dissemination. Some actors facilitate swift information sharing (closeness centrality), while others serve as key connectors (betweenness centrality). These insights deepen our understanding of contemporary political communication dynamics, offering implications for political campaigns, policy advocacy, and digital strategies.

Social Media Use and Impact on Voters and Candidates in Kerala

This article presents a comprehensive survey of social media usage among Kerala voters across three parliamentary constituencies ( N = 1500). It explores the socio-economic factors influencing both online and offline political engagement and sheds light on how social media empowers younger voters by reducing their reliance on traditional influencers. Kerala’s social media trends align with those of developed nations like the USA, in contrast to broader Indian digital and gender divide indicators. The study also delves into the social media strategies of 280 successful candidates in the April 2019 Kerala Legislative Assembly elections, identifying the key factors influencing their electoral success. Notably, Facebook engagement metrics, such as shares and followers, emerge as more significant predictors of candidate winnability than Twitter metrics. The research highlights the profound impact of social media on political communication, perception, youth participation and candidate strategies, ultimately shaping electoral outcomes in Kerala. This study addresses a critical research gap regarding social media use among Kerala voters and the reciprocal strategies adopted by candidates, including the predictive impact on candidates’ performance.

Political Choices of Muhammadiyah Citizens as a Muslim Minority in the 2018 Bali Governor Election in Indonesia

Purpose: the primary aim of this study is to explore how the Muhammadiyah community in Bali, a minority Muslim group, engaged in the 2018 Bali gubernatorial election to assert and navigate their political identity. This research seeks to understand the impact of their political participation within the broader dynamics of identity politics in a predominantly non-Muslim setting. Theoretical Reference: the study is framed within theories of political identity and political communication, which provide insights into how identities are formed, communicated, and leveraged in political contexts. These theories help elucidate the complex interactions between minority groups and the political environment, particularly in areas where identity politics play a significant role. Method: A qualitative descriptive approach was employed to capture the political preferences and behaviors of Muhammadiyah members during the 2018 gubernatorial election. Data was gathered through interviews, focus groups, and analysis of campaign materials and public statements. This method enabled a detailed and nuanced understanding of the Muhammadiyah community's political engagement. Results and Conclusion: the findings indicate that Muhammadiyah members actively participated in the election, using it as a platform to advocate for their political and social interests. Their engagement was shaped by their minority status and the need to assert their identity in a socio-political landscape dominated by different religious and cultural norms. The election outcomes revealed both the challenges and opportunities faced by Muhammadiyah in navigating identity politics in Bali. Implications of Research: this study highlights the critical role of minority religious communities in shaping political landscapes, even in regions where they do not form the majority. Understanding these dynamics is essential for policymakers, political leaders, and civil society organizations that aim to foster inclusive political processes. It also underscores the importance of effective political communication strategies that cater to diverse communities. Originality/Value: this research contributes to the limited literature on the political behavior of Islamic organizations like Muhammadiyah in regional politics, particularly within non-Muslim majority regions. It offers a unique insight into how identity politics and minority status influence political engagement and communication, adding depth to the discussions on multiculturalism and political inclusion in Southeast Asia.

Strategi Komunikasi Politik Legislator Lokal Dalam Mempertahankan Elektabilitas di Kota Semarang

<p class="Default"><em><span lang="EN-US">This research is a case study of the success of the political communication strategy of a local legislator named Kadarlusman in the city of Semarang in maintaining his political electability. The paradigm used in this research is the constructivism paradigm. Data collection techniques in this research are interviews and observation to obtain primary data as well as documentation and literature study to obtain secondary data. The theory used in this research is the social exchange theory of John Thibaut and Harold Kelley which highlights the exchange of messages, responses and rewards between individuals and dyadic groups in social interactions. The results of this research show the success of a local legislator named Kadarlusman as Chair of the Semarang City DPRD in maintaining his political electability in the City of Semarang through a Political Communication Strategy, especially in the Electoral District 5 area. The series of Political Communication activities carried out was the City DPRD Chairperson Cup E-Sports Mobile Legends Tournament. Semarang, Kopimi Outlet UMKM Bazaar, Wonosari Village, Cultural Carnival in the framework of the KH Haul. Syafi'I Piyoronegoro, and Pak Pilus' interactions with residents of RW 10. The results of this research were analyzed to determine the social exchanges that occurred in the context of interpersonal communication and it can be concluded that his political communication strategy was successful. Kadarlusman has received the most votes in Semarang City in legislative elections since 2014, 2019 and 2024.</span></em></p>

Analisis Semiotik Iklan Politik Prabowo Gibran Pada Pilpres 2024

General elections are a crucial moment in the life of the nation and state. This moment is used by political figures to build positive perceptions through political advertising. Political advertising has the main function as a strategic communication tool in the democratic process. This research aims to uncover the meaning and communication strategies used in Prabowo Gibran's political advertisements during the 2024 Presidential Election. The focus of this research is to decipher the symbolic meaning and messages contained in political advertisements using Charles Sanders Pierce's semiotic theory as a basis for exploring the signs- signs that appear in these political advertisements. By referring to Charles Sanders Pierce's semiotic theory, this research tries to identify and analyze the signs that appear in the Prabowo Gibran couple's political advertisements, both visual and verbal. Charles Sanders Pierce's semiotic analysis carried out by outlining three important components, namely Sign, Object, Interpretant, shows that political advertisements have a distinctive communication style as part of their political communication strategy. Semiotic analysis also places this advertisement in the positive category, indicating that the message conveyed is able to create meaning that supports the positive image of the couple.

Political Party Management Strategy: An Approach to Political Communication Strategy

In the 2019 Legislative Election there were 19 parties participating in the election contest, of which 4 new parties passed, while in the 2024 Legislative Election there were 24 parties that passed, including 4 new parties, one of which was the Gelora Party and in South Sulawesi only 18 parties passed the election. This research aims to (1) describe the Gelora Party's communication planning in obtaining legislative seats. (2) describes the implementation of Gelora Party communications to obtain legislative seats. This research was carried out at the Gelora Party DPW Office, South Sulawesi. Data collection was carried out through observation, in-depth interviews and documentation. Data analysis uses qualitative methods with a narrative or descriptive qualitative study approach. The results of the research show that the Gelora Party's Political Communication Strategy as a New Party in the 2023 General Election continues to implement a political communication strategy in winning legislative seats, where means of supporting political communication such as creative and up-to-date social media content to support the popularity of legislative candidates, a persuasive approach is still dominant. The Gelora Party and its image as a Nationalist Party became an obstacle in gaining support from other religious groups.

Strategically Hijacking Victimhood: A Political Communication Strategy in the Discourse of Viktor Orbán and Donald Trump

This article introduces the concept of “hijacked victimhood” as a form of strategically leveraging victimhood narratives. It is a subset of strategic victimhood, which is a relatively common communicative strategy whereby groups claim victimhood status in contests over power and legitimacy. Political leaders who use the strategy of hijacked victimhood present dominant groups as in danger, as current or future victims, and in need of protection (especially by the crafter of the narrative) from oppressive forces consisting of—or indirectly representing—marginalized and subaltern groups. In the process, leaders hijacking victimhood blunt the rights-based claims of such groups. Analyzing Viktor Orbán’s and Donald Trump’s elite rhetoric in Hungary and the United States, respectively, we inductively document varieties of hijacked victimhood in their political communication, showing how Orbán leverages historical suffering and resistance while Trump constructs economic and value-based harms for dominant groups. Making both conceptual and empirical contributions, we argue that at the heart of hijacked victimhood is a reversal of the victimizer–victim dichotomy, a new portrayal of moral orders, a teleological ordering of past and future harms, and a mobilization of security threats—all used to preserve or expand a dominant group’s power.

The Role of Minority Political Groups in the Dissemination of Disinformation. The Case of Spain

ABSTRACT This study seeks to understand better the role played by minority political groups in Spain in promoting disinformation on Twitter. The study applies statistical analysis and topic modelling to posts (tweets and retweets) published in Spanish on Twitter (n = 20,481 tweets) and to content identified as disinformation (n = 2,730) by two independent fact-checking projects in Spain from August 2019 to March 2020. The data reveal that the political communication strategy focuses primarily on the confrontation between the majority of political groups at the national level and on legitimizing the political projects of these groups to their potential voters through specific issues. The data also reveal a co-occurrence between messages published by political actors and content identified as disinformation by fact-checkers, which depends on the tweets’ political profile, virality, and sentimental load. For this reason, the digital presence of these actors creates favourable conditions for the viral dissemination of disinformation, mainly when their content focuses on mobilizing potential voters through emotional messages. It could be helpful for fact-checkers to identify and understand the role of these actors in promoting this content.

Fascism, nature and communication: a Discursive-affective analysis of cuteness in ecofascist propaganda

ABSTRACT Ecofascism—the union of fascist ideas and ecological notions—is a rising global issue. Ecofascism in the online sphere often encompasses imaginaries of utopia, love and nostalgia in concert with militarism and violence. This article examines cuteness as a strategic tool used to arouse culturally deemed “positive” emotions like joy, love and pleasure. The study draws on findings from an affective-discursive analysis of visual propaganda in the form of ecofascist memes. The analysis shows that cuteness softens fascist ideology and remasculinises and humanises fascism. Cuteness as a rhetorical tool lessens the needs for ideological defence, since cute signifiers condense structures of meaning into binaries of good and evil. Hence, the article argues that cuteness is a powerful affective political communication strategy that serves to reproduce masculine dominance by mobilising gendered and racialised imaginaries of nature, protection, empathy and belonging.

Peran Media Sosial Instagram Sebagai Sarana Kampanye dalam Strategi Komunikasi Politik

The role of social media which has a big role in political communication strategies for voter participation and how the relevance of political communication is increasing on social media platforms, implies the development and change of traditional political communication by converging information technology with more modern political communication so as to achieve novelty much more effectively to interact with the community. This research uses qualitative methods with descriptive narratives aimed at providing explanatory results that are easy to understand by describing and understanding social phenomena from the perspective of the subject under study. Subjects in research are individuals involved in the object of research based on information and data. The use of social media platforms can be systematically planned and programmed to develop identity politics, it is important to ensure interactive interactions on social media platforms. It is concluded that social media can be a forum as well as a facilitator and play a role for an interest and has the potential to have benefits in political campaigns. Through platforms such as Twitter, Instagram and TikTok political candidates can interact with the public and successfully win the hearts of the people.

Political Communication Strategy of the Partai Demokrasi Indonesia Perjuangan in Efforts to Maintain Party Domination in West Lampung Regency

The main objective of this research is to examine and analyse the political communication strategy of the Partai Demoktasi Indonesian Perjuangan (PDI-Perjuangan) in an effort to maintain its dominance in West Lampung Regency. This research uses qualitative methods and is explained using Anwar Arifin's political communication strategy theory. In an effort to maintain its party dominance in West Lampung Regency, PDI-Perjuangan took the following steps; First, maintaining its figures and strengthening party institutions. Second, creating programmes for the community and compiling political messages tailored to the community by making maximum use of the mass media. Third, building consensus not only with political parties but also non-political institutions such as religious institutions and traditional groups and being willing to open up to the community. These steps were taken as an effort to maintain party dominance in West Lampung Regency.

Navigating digital platforms: a comparative study into Turkish political communication strategies on tiktok and twitch

This paper explores the use of new media platforms Twitch and TikTok by Turkish politicians leading up to the Presidential Elections of 2023. The paper focuses on the unique attributes of these platforms and establishes a comparison between the two by a coding scheme. This coding scheme has been constructed based on Cervi et al.’s (2023) methodological framework. It includes four themes: content, frequency, engagement, and interaction. These four themes will be examined through comparative analysis methodology. A selection of twenty TikTok videos for each sample and Twitch stream statistics will be analyzed by the numerical data, dates, and content pattern. To assess the political communication strategies that are applied by politicians, the paper will underline the possible importance of new media platforms in political campaigns. It should be noted that further research in this area is needed and there is also an emerging need to explore the evolving role of Twitch and TikTok in political campaigns.

A, The, Of ANALYSIS INSTAGRAM CONTENT IN THE POLITICAL COMMUNICATION STRATEGIES OF THE 2024 INDONESIA PRESIDENTIAL CANDIDATES

The current phenomenon of Generation Z and Millennials' distrust of politics in Indonesia is a serious challenge that will be faced in the 2024 elections. The digital era has changed the political landscape drastically, with online media playing a key role in influencing political communication, public participation, campaigns, and general elections. In their campaign efforts, the two main presidential candidates have utilized the Instagram platform in their styles. This reflects the importance of social media as a tool to gain support, especially from the younger generation who tend to be technologically savvy. This research was conducted to examine the comparison of campaign content uploaded on the Instagram accounts @prabowo and @ganjar_pranowo. The theory used in this research is Political Communication Strategy and 4C Theory (Content, Communication, Collaboration, Connection) as a further analysis using the qualitative comparative study approach method. The results of this research clearly illustrate how the two presidential candidates use Instagram as a platform for their rhetorical expression, political actions, and lobbying efforts. In general, the @prabowo account exudes a strong spirit of nationalism through its content, while @ganjar_pranowo differentiates itself with its approach to society on current issues.

Political Communication Strategy of the Indonesian Labor Party in the Campaign for Labor Rights

Within Indonesia's democratic framework, political parties ostensibly committed to public welfare face a pervasive skepticism rooted in the perceived prioritization of elite interests. This erosion of trust stems from instances of corruption, collusion, and nepotism. Addressing this, the previously dormant Labor Party underwent a revival, introducing new symbols and leadership. Employing a descriptive analytical approach through interviews, observation, and documentation, this research delves into the party's political communication strategies. Findings reveal the adoption of the AIDDA strategy (Attention, Interest, Desire, Decision, Action) as a persuasive tool aligning with the party's emphasis on social capital over financial resources. This strategic shift aims to rebuild public trust and underscores a commitment to the workforce's well-being. The party's nuanced approach to political communication emerges as a response to broader challenges, presenting a persuasive narrative to engage the community within the confines of Indonesia's intricate political landscape.