Political Communication Strategy of the Prosperous Justice Party (PKS) to Maintain Victory in the 2024 General Election for the Bandung City Regional People's Representative Council (DPRD)

  • Yusa Djuyandi
  • Mohammad Fazrulzaman Azmi
  • Mustabsyirotul Ummah Mustofa
  • Hasby Affan Almushaf

Abstract

The Prosperous Justice Party (PKS) was appointed to the Bandung City Regional People's Representative Council (DPRD) for the 2024–2029 term with the highest number of votes and seats in the general election of 2024. PKS became the dominant political party in Bandung City for the second time as a result of this election. The primary motivation for examining PKS's political communication strategy during the 2024 Election was the party's capacity to secure seats and votes in Bandung City. The method used in this study is qualitative. While secondary data was gathered via the media, primary data was collected through interviews. Based on the data analyzed, it can be concluded that PKS mostly uses direct political communication (door-to-door) to spread its political message in Bandung City, in addition to engaging during the campaign, political communication with the public takes place during a five-year period. To establish and preserve emotional connections with the community, PKS cadres and supporters, as well as party elites (council members and party managers), play a crucial role. In addition to direct contact, political communication is also done indirectly through the use of outdoor media, the internet, and social media platforms that tell compelling narratives consistently.

References

Al-Hamdi, R. (2022). Nationalist-Islamist Party in a Liberal Ecosystem: The Solidity and Campaign Strategy of the Prosperous Justice Party (PKS) during the 2014 and 2019 Elections. Politika: Jurnal Ilmu Politik. https://doi.org/10.14710/politika.13.2.2022.290-304.
Alfares, D. (2020). Komunikasi Politik Partai Keadilan Sejahtera (PKS) Pada Pemilihan Umum Legislatif 2019 Di Kabupaten Purwakarta (Doctoral dissertation, Universitas Komputer Indonesia).
Aminulloh, A. (2014). Komunikasi Politik Dakwah Partai Keadilan Sejahtera pada Pemilu legislatif 2009. Jurnal Ilmu Komunikasi, 8(1), 26-35.
Aurellia, A. (2024, March 7). PKS Raih Suara Tertinggi di Kota Bandung, Bakal Isi 11 Kursi di DPRD. Detikjabar. https://www.detik.com/jabar/berita/d-7229513/pks-raih-suara-tertinggi-di-kota-bandung-bakal-isi-11-kursi-di-dprd
Denver, D., Carman, C., & Johns, R. (2012). Elections and Voters in Britain. Palgrave Macmillan.
Faiza, L. (2019). Strategi Komunikasi Politik Pks pada Pemilihan Umum (Pemilu) Tahun 2019 di Kota Pekanbaru. Jdp (Jurnal Dinamika Pemerintahan), 2(2), 140-151.
Fatimah, S. (2018). Kampanye sebagai Komunikasi Politik. Resolusi: Jurnal Sosial Politik, 1(1), 5-16.
Foster, S. (2010). Political Communication. Edinburgh University Press
Hamayotsu, K. (2011). The Political Rise of the Prosperous Justice Party in Post-Authoritarian Indonesia: Examining the Political Economy of Islamist Mobilization in a Muslim Democracy. Asian Survey, 51, 971-992. https://doi.org/10.1525/AS.2011.51.5.971.
Hasan, N. (2012). ISLAMIST PARTY, ELECTORAL POLITICS AND DA’WAH MOBILIZATION AMONG YOUTH: The Prosperous Justice Party (PKS) in Indonesia. Journal of Indonesian Islam, 6, 17-47. https://doi.org/10.15642/JIIS.2012.6.1.17-47.
Kamal, A., Darmawan, W., & Agustino, L. (2021). Strategi Komunikasi Politik PKS Jawa Barat Dalam Meningkatkan Perolehan Suara pada Pemilu 2019., 3, 1184-1192. https://doi.org/10.34007/JEHSS.V3I3.519.
Mansur, S., & Ganis, E. (2019). Democratization of Partai Keadilan Sejahtera (PKS) Through Political CSR in The DKI Jakarta Regional Election 2017. Proceedings of the International Conference of Democratisation in Southeast Asia (ICDeSA 2019). https://doi.org/10.2991/icdesa-19.2019.27.
Maulana, R. G., & Djuyandi, Y. (2023). Strategi Komunikasi Politik PKS dalam Mempertahankan Konstituen di Jawa Barat Melalui Instagram. Journal of Social and Policy Issues, 78-86.
Muhidin, A., Dewi, W. U., & Nurkinan, N. (2022). Komunikasi Politik Partai Keadilan Sejahtera Pada Masyarakat Non Muslim Di Kabupaten Karawang. Jurnal Ilmiah Wahana Pendidikan, 8(13), 12-22.
Nurussaradah, E., Sumartias, S., & Priyatna, S. (2018). Political Communication Activities of Partai Keadilan Sejahtera (PKS) in the Openness of Ideology., 223-227. https://doi.org/10.2991/ICOMACS-18.2018.55.
Rahmi, S., Widayati, W., & Suaib, E. (2016). STRATEGI KOMUNIUKASI POLITIK DALAM SISTEM RECRUITMEN KADER PARTAI KEADILAN SEJAHTERA (PKS) WILAYAH SULAWESI TENGGARA., 7. https://doi.org/10.33772/publica.v1i1.1401.
Strömbäck, J., & Kiousis, S. (2014). Strategic Political Communication in Election Campaigns. In C. Reinemann (Ed.), Political Communication (pp. 109–128). De Gruyter. https://doi.org/10.1515/9783110238174.109/MACHINEREADABLECITATION/RIS
Solihin, O. (2017). Fungsi dan Strategi Komunikasi Politik Partai Keadilan Sejahtera (PKS) Dalam Menghadapi Pemilu Legislatif 2009 (Studi kasus pada DPD PKS Kota Bandung). Jurnal Common, 1(1).
Suryana, C. (2021). Politik sebagai Dakwah: Komunikasi Politik Partai Keadilan Sejahtera (PKS). Communicatus: Jurnal Ilmu Komunikasi, 5(1).
Susanto, E. H. (2013). Dinamika komunikasi politik dalam pemilihan umum. Jurnal Kajian Komunikasi, 1(2), 163-172.
Tanuwidjaja, S. (2012). PKS in Post-Reformasi Indonesia. South East Asia Research, 20, 533 - 549. https://doi.org/10.5367/sear.2012.0127.
Utomo, Y., & Ahmad, N. (2023). Analisis performa public relation digital PDIP dan PKS. Bricolage: Jurnal Magister Ilmu Komunikasi. https://doi.org/10.30813/bricolage.v9i2.4133.
Published
2024-07-30
How to Cite
DJUYANDI, Yusa et al. Political Communication Strategy of the Prosperous Justice Party (PKS) to Maintain Victory in the 2024 General Election for the Bandung City Regional People's Representative Council (DPRD). E-JOURNAL OF MEDIA AND SOCIETY (E-JOMS), [S.l.], v. 7, n. 3, p. 49-61, july 2024. ISSN 2682-9193. Available at: <https://myjms.mohe.gov.my/index.php/ejoms/article/view/27213>. Date accessed: 09 nov. 2024.