Strategi komunikasi politik Elvis Jehama dalam Memenangkan Pemilu Legislatif di Manggarai Timur Tahun 2024

Abstract

This study aims to describe the political communication strategies employed by Elvis Jehama as a novice candidate in winning the 2024 East Manggarai Regency Legislative Election and to identify the factors contributing to his success. Using qualitative descriptive methods, data was obtained through in-depth interviews, observation, and documentation, then analysed through data reduction, data presentation, and conclusion drawing based on Anwar Arifin's political communication theory and Onong Uchjana Effendy's communication strategy. The results of the study show that Elvis' success was influenced by a combination of social and cultural closeness and active participation in community life. As a communicator, he appeared as a simple, religious young figure who was supported by his family, party, and traditional leaders. The political messages he conveyed highlighted local issues using regional languages, traditional symbols, and the campaign song ‘Tabe Tuang’. His media strategy emphasised interpersonal communication through social activities, home visits, and traditional meetings, complemented using social media. The communication approach was tailored to the characteristics of voters, ranging from first-time voters, women, traditional leaders, to agrarian communities. The study concluded that Elvis' victory was determined more by the effectiveness of communication based on emotional closeness and local culture than by logistical strength.