Strategi Komunikasi Politik Rico Tri Putra Bayu Waas Sebagai Calon Walikota Pada Pemilihan Kepala Daerah Kota Medan Tahun 2024

Abstract

The purpose of this study is to analyze the political communication strategies used by Rico Tri Putra Bayu Was as a candidate for Mayor in the 2024 Local Head Election (Pilkada) in Medan City. Political communication plays an important role in image building, message delivery, and attracting public sympathy, especially in complex local political contestation, such as in Medan City. This study uses a qualitative approach with a descriptive method. Data were collected through interviews, observations, and documentation of campaign activities and the parties involved, including the success team, supporting parties, and the community. The results of the study show that Rico Waas's political communication strategy is built through an inclusive narrative approach with the slogan “Medan for All,” active social media use, and mobilization of young volunteers. The constructed political image focuses on representing the younger generation, ethnic openness, and proximity to grassroots communities. The NasDem Party, his main supporter, played an important role in nominating Rico as a symbol of political regeneration. This strategy was proven effective in increasing Rico's popularity as the campaign period ended, as reflected in internal surveys and positive public responses. This study demonstrates the importance of adaptive communication strategies that are locally oriented and supported by digital resources in winning the hearts of voters.