Strategi Komunikasi Pada Kampanye Politik Dalam Menarik Dukungan Muda di Kabupaten Lembata Provinsi Nusa Tenggara Timur. (Communication Strategy in Political Campaigns to Attract Youth Support in Lembata Regency, East Nusa Tenggara Province)

Purab, Saverius (2024) Strategi Komunikasi Pada Kampanye Politik Dalam Menarik Dukungan Muda di Kabupaten Lembata Provinsi Nusa Tenggara Timur. (Communication Strategy in Political Campaigns to Attract Youth Support in Lembata Regency, East Nusa Tenggara Province). Undergraduate thesis, Universtias 17 Agustus 1945 Surabaya.

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Abstract

Pemilihan umum adalah inti dari sistem demokrasi, di mana partisipasi pemilih, khususnya kaum muda, menjadi faktor krusial dalam menentukan legitimasi hasil pemilu. Penelitian ini bertujuan untuk menganalisis strategi komunikasi yang diterapkan oleh Elfridus Leirua Rivani Sableku, S.H., seorang calon legislatif muda dari Kabupaten Lembata, dalam menarik dukungan kaum muda pada Pemilu Serentak 2024. Fokus penelitian ini mencakup pendekatan komunikasi politik yang digunakan, efektivitas berbagai media kampanye, dan kontribusi strategi tersebut terhadap peningkatan partisipasi pemilih muda. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data berupa wawancara mendalam, observasi langsung, dan analisis dokumen. Data dianalisis melalui proses reduksi, penyajian, dan penarikan kesimpulan berdasarkan kerangka teori komunikasi politik. Subjek penelitian adalah Elfridus Leirua Rivani Sableku, S.H., beserta tim suksesnya, yang menjalankan kampanye di Daerah Pemilihan I, Kecamatan Nubatukan, Kabupaten Lembata. Hasil penelitian menunjukkan bahwa strategi komunikasi yang diterapkan meliputi empat komponen utama: (1) penggunaan media sosial seperti Instagram dan Facebook untuk menyampaikan pesan kampanye yang menarik perhatian pemilih muda, (2) interaksi langsung melalui kampanye tatap muka yang bertujuan membangun hubungan emosional dengan komunitas lokal, (3) pemasangan alat peraga kampanye seperti baliho, stiker, dan kalender untuk memperluas jangkauan pesan secara visual, serta (4) penyelenggaraan acara khusus yang berfungsi sebagai platform untuk memperkenalkan visi, misi, dan program kerja kandidat secara kreatif. Strategi ini dirancang untuk mengatasi tantangan geografis dan demografis di wilayah Kabupaten Lembata, di mana mayoritas pemilih adalah generasi muda dari kelompok milenial dan Gen Z. Penelitian ini menyimpulkan bahwa kombinasi strategi komunikasi tradisional dan digital yang terintegrasi dapat meningkatkan efektivitas kampanye politik, khususnya dalam menarik perhatian dan dukungan dari kaum muda. Temuan ini memberikan kontribusi penting dalam kajian komunikasi politik dengan menyoroti pentingnya adaptasi teknologi dan pendekatan personal dalam kampanye modern. Secara praktis, penelitian ini diharapkan menjadi pedoman bagi calon legislatif lain dalam merancang strategi kampanye yang efektif, serta mendorong kaum muda untuk lebih aktif berpartisipasi dalam proses demokrasi demi terwujudnya pemerintahan yang inklusif dan berkeadilan.

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