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

General elections are the core of a democratic system, where voter participation, especially young people, is a crucial factor in determining the legitimacy of election results. This study aims to analyze the communication strategy applied by Elfridus Leirua Rivani Sableku, S.H., a young legislative candidate from Lembata Regency, in attracting young people's support in the 2024 Simultaneous Elections. The focus of this research includes the political communication approach used, the effectiveness of various campaign media, and the contribution of these strategies to increasing young voter participation. This study uses a qualitative descriptive approach with data collection techniques in the form of in-depth interviews, direct observation, and document analysis. The data is analyzed through the process of reduction, presentation, and drawing conclusions based on the framework of political communication theory. The subject of the study was Elfridus Leirua Rivani Sableku, S.H., and her success team, who ran a campaign in Constituency I, Nubatukan District, Lembata Regency. The results of the study show that the communication strategy implemented includes four main components: (1) the use of social media such as Instagram and Facebook to convey campaign messages that attract the attention of young voters, (2) direct interaction through face-to-face campaigns that aim to build emotional connections with the local community, (3) the installation of campaign props such as billboards, stickers, and calendars to visually expand the reach of the message, and (4) the organization of special events that serve as a platform to creatively introduce the candidate's vision, mission, and work program. This strategy is designed to address geographical and demographic challenges in the Lembata Regency area, where the majority of voters are the younger generation of millennials and Gen Z groups. The study concludes that a combination of integrated traditional and digital communication strategies can improve the effectiveness of political campaigns, particularly in attracting attention and support from young people. These findings make an important contribution to the study of political communication by highlighting the importance of technological adaptation and personal approach in modern campaigns. In practical terms, this research is expected to be a guideline for other legislative candidates in designing effective campaign strategies, as well as encouraging young people to more actively participate in the democratic process for the realization of inclusive and equitable governance.

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