Political Communication And Electoral Victory: Strategic Approaches In Local Elections

Abstract

This study aims to analyze the political communication strategies implemented by the couple Mohammad Ramdhan Pomanto and Fatmawati Rusdi in the 2020 Makassar Election, identify the factors that affect the effectiveness of the communication strategy, and understand the response and public perception to the implementation of the political communication strategy. The study used a qualitative approach with a single case study method to provide a comprehensive understanding of the phenomenon of political communication. Data collection was carried out through in-depth interviews with key informants, participatory observation of campaign activities, and analysis of campaign material documents. The data analysis technique uses thematic analysis with a constant comparative method approach to identify patterns of political communication strategies. The Pomanto-Fatmawati pair's political communication strategy shows systematic integration between traditional and digital communication through a multi-channel approach that optimizes the characteristics of each platform. Implementation includes structured communication planning, adaptive political message design, multi-level coalition building, and utilization of incumbent advantages. The public response showed a positive acceptance rate with high engagement in campaign activities and a strong resonance of work programs. The success of political communication strategies is determined by effective integration between traditional and digital approaches, contextualization of local cultural values, and the ability to build solid political coalitions. The research contributes to the development of local political communication models and best practices for political practitioners in designing campaign strategies that are relevant to the context of Indonesian democracy.