Political Communication Model of The Gubernatorial Candidate Pair Andra Soni - Dimyati Natakusumah in Increasing the Electability of The Regional Head Election of Banten Province in 2024

Abstract

This study aims to analyze the political communication strategy implemented by the candidate pair Andra Soni Dimyati Natakusumah in increasing electability in the 2024 Banten Province Regional Head Election. Lasswell's communication strategy in Suci 2021 describes a scientific study of the communication process that focuses on various derivatives of each communication element and at the same time is the answer to the question he asked. The five elements of communication are Communicator, Message, Media, Communicator, Effect. Using a qualitative approach, this research focuses on descriptive methods to explore in depth the political communication models carried out by candidate pairs to gain public support. Data collection was conducted through in-depth interviews with the success team, political observers, and the people of Banten, as well as direct observation of campaign activities and analysis of related documents. The focus of the research included the utilization of various communication media, including social media, face-to-face campaigns, and traditional mass media, as well as interpersonal communication approaches taken by candidate pairs in responding to local issues and community needs. The preliminary findings of this research show that the political communication model of candidate pairs mostly uses approaches based on direct engagement with the community, such as visits to villages, public dialogues, and community forums. The utilization of social media, especially platforms such as Instagram and TikTok, and the involvement of national celebrities with more than 1 million followers are also considered important tools in building their image and increasing campaign reach among young voters. In this case, the political communication model applied by the candidate pairs is two-way, where they not only deliver political programs, but also actively listen and respond to the aspirations and complaints of the community. This helps build an emotional connection between candidates and voters, which has implications for increasing electability. In addition, this study found that the use of local cultural symbols and language that is easily understood by the people of Banten became an important element in the political communication strategy. This not only increased voter engagement, but also strengthened the candidate's identity as a leader close to the values of the local community. Thus, this research contributes to the understanding of the role of political communication in regional head elections, as well as providing practical guidance for prospective leaders in designing effective communication strategies. It also provides insights for political academics and practitioners on the dynamics of local politics and the challenges of increasing electability through adaptive and contextual communication