STRATEGI KOMUNIKASI POLITIK PDIP DALAM PEMENANGAN PEMILU LEGISLATIF JAWA TENGAH 2024

Abstract

This research is motivated by the dominance of PDI Perjuangan's victory in the Legislative Election twice in a row. This is interesting to study because Central Java is nicknamed the "bull's cage" and there are PDI Perjuangan cadres who carry out political maneuvers. This study aims to describe and analyze in more depth the PDIP's political communication strategy in the 2024 Central Java legislative election, namely winning, then overcoming the potential for a decrease in votes, and factors that hinder the implementation of the strategy. The campaign concept developed by Anne Gregory is used by the author as the basis for the research and social judgment theory . The research method implemented is a descriptive qualitative study with data collection through in-depth interviews with informants.

            The results of the study show that the majority of PDI Perjuangan still uses offline campaign strategies to convey messages and is still adapting to using online campaigns, namely social media. The communication messages designed by PDI Perjuangan are based on the analysis of regional demographic data and voter segmentation so that messages can be conveyed effectively and relevantly. The conclusion of this study is that PDI Perjuangan is still fixated on offline campaign strategies because the majority of the voter base is traditional voters so that it does not maximally take votes from the younger generation and there are maneuvers from PDI Perjuangan cadres that make the PDI Perjuangan voter base shift.