Communication Strategy Mayoral Candidate Politics Lubuklinggau 2024 (Study Case of the Mayoral Candidate H. Rachmat Hidayat)
Abstract
This research aims to analyze the political communication strategy applied by Lubuklinggau mayoral candidate Rachmat Hidayat in the 2024 Pilkada campaign. This research uses a qualitative research method with a descriptive approach, relying on observation and in-depth interviews to obtain data. Data were collected through direct observation of campaign activities as well as through content analysis of social media managed by the campaign team. Triangulation techniques were used to ensure the validity of data from various sources. The results showed that the political communication strategy carried out by Rachmat Hidayat included three main dimensions, namely personality and institutions, creating togetherness, and building consensus. This strategy was implemented through the use of social media as a means of imaging and increasing popularity, collaboration with various supporting parties, and the creation of slogans and campaign songs to build a distinctive image. The research findings show that the effective use of social media contributed to increasing interaction with the public and strengthening the candidate's image in the eyes of the public.
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DOI: https://doi.org/10.12928/sylection.v4i1.18779
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