Strategi Komunikasi Politik Partai Golongan Karya Kabupaten Manggarai dalam Memenangkan Pemilihan Umum 2024 di Kabupaten Manggarai Nusa Tenggara Timur

Abstract

This research aims to analyze the Political Communication Stmtegy of the Golongan Karya Party (Golkar) as well as the Supporting and Inhibiting Factors of the Political Communication Strategy of the Golkar Party in Manggarai Regency, East Nusa Tenggara, especially in winning the 2024 General Election (Pemilu). The five elements of communication proposed by Harold Laswell are communicator, message, channel, communicant and effect. This research uses a qualitative method. Meanwhile, the paradigm used in this research is a postpositivistic paradigm with a phenomenological approach. The sources for this research are Golkar Manggarai Party cadres who clearly understand Golkar, have positions in the management of the Golkar Manggarai Party, have participated in election contests, and community figures who understand political parties. Data collection techniques use in-depth interviews, focus group discussions, observation and documentation. The research results show that the political communication strategy in the Golkar Party in Manggarai Regency includes: party cadre selection (200 percent selection to get professional communicators); packaging political messages in the form of vision and mission, actions, and political contracts; utilization of political communication channels (use of campaign props, party consolidation, "Teing Hang" rites, sports competitions, "Penti" events, MSMEs, religious institutions, informal meetings and social media); determine voter segments, namely beginner voters, young voters, and women; and evaluating communication activities to see the effects (cognitive, affective and conative) that occur after implementing political communication strategies. Supporting factors for political communication are also found in this research, including the popularity of political party cadres, political literacy, culture, media and the neutrality of religious institutions. Meanwhile, inhibiting factors for political communication include cadre professionalism, money politics, social media, and stigma or labeling.