1. Eduvest_Oct_-_Syamsul_Jahidin (1)

Eduvest – Journal of Universal Studies
Volume 4 Number 10, October, 2024

p- ISSN 2775-3735- e-ISSN 2775-3727
ANALYSIS OF POLITICAL COMMUNICATION AHEAD OF

THE 2024 PRESIDENTIAL ELECTION
Case Studies on Political Campaigns, Political Propaganda,
Public Opinion, Marketing, Political Advertising, and
Political Negotiation
Syamsul Jahidin1, Nani Nurani Muksin2

1,2 Universitas Muhammadiyah Jakarta, Indonesia
Email: Syamsuljahidin1@gmail.com1, naninuranimuksin@umj.ac.id2

ABSTRACT
The 2024 presidential election is an important moment in the political life of a country. This
study aims to analyze the role of various aspects of political communsication in the presi-
dential election, including political campaigns, political propaganda, public opinion, polit-
ical marketing and advertising, and political negotiations. This research method uses a ho-
listic approach with qualitative data collection through interviews, and media content anal-
ysis of various literatures. Key findings highlight the significance of social media in shaping
public opinion and the political communication strategies used by candidates. Practical im-
plications of these findings include recommendations for more effective political campaign
strategies and the development of more transparent communication policies.
KEYWORDS Political Communication; Political Publisitas., Perencanaan Kampanye
This work is licensed under a Creative Commons Attribution-
ShareAlike 4.0 International
INTRODUCTION
Political communication plays a crucial role in the presidential election pro-
cess, influencing public perception and voting outcomes. In the context of the 2024
presidential election, this research aims to understand the impact of political com-
munication elements on the dynamics of the presidential election. Through a holis-
tic methodological approach, this study is expected to provide valuable insights for
political stakeholders and academics.
Indonesia is currently entering a political year. We know that 2024 is a major
democratic celebration, namely the determination or election of the President and
Vice President. More specifically, in the Greater Jakarta area and in several other
provinces, this year also marks the gubernatorial elections. In a democratic country
Syamsul Jahidin, Nani Nurani Muksin. (2024). ANALYSIS OF POLITICAL
COMMUNICATION AHEAD OF THE 2024 PRESIDENTIAL
ELECTION Case Studies on Political Campaigns, Political Propaganda,
Public Opinion, Marketing, Political Advertising, and Political
How to cite: Negotiation. Journal Eduvest. 4(4): xxxx-xxxx
E-ISSN: 2775-3727
Published by: https://greenpublisher.id/
Volume 4, Number 10, October, 2024
like Indonesia, general elections (elections) for leaders at every level of government
are mandatory, especially since the reformation. This means that democracy in this
archipelago nation has been progressing with various dynamics.
In preparing for such elections, it is very common for each candidate to pre-
pare for the 'political contest' given that there are usually more than one candidate.
Each candidate competes to win the election. They strive to attract voters' attention
to choose them. As a form of democracy in practice, the voters' voices certainly
determine the victory. In short, the more votes or support a candidate gets, the more
likely they are to win the election. Thus, the winner will secure a position of power
in the government.
Since the 1998 reformation, the social and political dynamics in this country
have been quite vibrant. When connected to the election process, every candidate
will conduct their political campaign with the aforementioned objectives. In some
cases, we might see unhealthy campaign processes. The use of radical methods,
possibly due to misunderstandings or other reasons, occasionally occurs. However,
their number is relatively small. The political campaign process in Indonesia so far
can still be considered reasonable and proceeding as it should. Though, again, we
sometimes encounter black campaigns.
In political campaigns, the most significant aspect is the messages conveyed
by the candidates. Each tries to bring specific themes or topics to offer to the public.
Some of us might be more familiar with political promises. This can be true, as it is
part of the messages in political campaigns, though it does not always mean so.
Given the social developments we often observe, we need to understand the
essence of political campaigns. As political students, we need to understand from
both theoretical and practical perspectives. This paper will primarily explain the
conceptual explanations of political campaigns and related matters.
From this background, it is necessary to examine the issues and strategies
related to political campaigns. Therefore, this paper seeks to answer several ques-
tions: why is political campaigning important? How are campaign messages deliv-
ered to the public? And lastly, what strategies are employed to make a political
campaign successful and increase votes/support?
Literature Review
Mass Media
Mass media is a crucial element in the process of political communication
because without mass media, political messages cannot reach a wide audience
quickly and massively. In a democratic political system, the function of the media
is to serve as a channel for political communication originating from outside the
media itself and also as a transmitter of political messages constructed by journalists
(McNair, 1995, p. 11).
The influence of mass media is very strong, as highlighted by the "reflective-
projective theory," which suggests that mass media can reflect an ambiguous image
and lead to diverse interpretations (Rakhmat, 1994). Such is the power of mass me-
dia that Bartholomew H. Sparrow (1999) describes it as the "Fourth Branch of Gov-
ernment." Paul Johnson (1997) identifies seven daily sins of mass media: (1) dis-
tortion of information, (2) dramatization of false facts, (3) invasion of privacy, (4)
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Syamsul Jahidin, Nani Nurani Muksin
character assassination, (5) exploitation of sex, (6) poisoning the minds of children,
and (7) abuse of power.
In politics, mass media is not only a source of political information but also
often a driver of political change. Generally, mass media tends to cover political
events with certain biases. Concretely, the media plays a significant role in political
communication. The active involvement of the media in politics reflects the dynam-
ics in the relationship between the government and society.
Mass media is a social force that exercises free and responsible social control,
as Muhtadi (1999) views it. We recognize that the influence of mass media can be
seen from historical facts that imply significant changes in political behavior result-
ing from media exposure. With technological development, mass media now in-
cludes the internet, surpassing the capabilities of print and electronic media. The
internet is currently considered the most effective and efficient communication tool
for conveying information. Today, internet mass media is regarded as a publicity
tool for each candidate.
Publicity
Although there are various definitions and methods for determining publicity,
it can generally be said that publicity is the planned dissemination of messages us-
ing certain media to achieve organizational goals without paying the media (Lesly,
2003). On the other hand, publicity also refers to news written by mass media that
includes information about a product, services, events, positions, workers, contri-
butions, history, goals of a business, agency, or group (Ramacitti, 1990). Similarly,
publicity is the news about someone, a product, or service that appears in media-
provided space or time in the form of news, features, editorial content, or broadcast
programs (Newsom, Turk, & Kruckeberg, 2004).
According to Heryanto (2018a), there are four types of publicity: 1) Pure pub-
licity; 2) Free publicity; 3) Tie-in publicity, and 4) Paid publicity. Pure Publicity
involves publicity activities utilizing everyday occurrences, such as greetings or
holiday wishes. Pure publicity is often seen on street corners, such as banners or
billboards with holiday greetings from candidates or political actors.
Free Ride Publicity uses the presence of other parties, such as seminars, reli-
gious gatherings, social events, or activities by other figures to boost popularity.
This type of publicity is similar to pure publicity but involves third-party events
outside the political communicator.
Tie-in Publicity takes advantage of extraordinary events, such as providing
social assistance to natural disaster victims. This activity is akin to "hitting two birds
with one stone" as it uses an extraordinary event to gain popularity, typically at-
tracting media coverage.
Lastly, Paid Publicity involves paying the media for publicity. Examples in-
clude creating special talk shows or collaborations to cover an individual's activities
over a certain period or entering special partnerships (Heryanto & Rumaru, 2013).
Propaganda
ANALYSIS OF POLITICAL COMMUNICATION AHEAD OF THE 2024 PRESIDENTIAL

ELECTION Case Studies on Political Campaigns, Political Propaganda, Public Opinion,
Marketing, Political Advertising, and Political Negotiation
2128
Political propaganda is a deliberate effort to influence public opinion and ma-

nipulate perceptions through the use of biased or dishonest messages. Literature on
political propaganda identifies various manipulative techniques used in political
contexts, such as the use of stereotypes, message framing, and emotional rhetoric.
Propaganda has now become a routine and accepted part of politics, seen as a form
of political communication aimed at influencing society. It is not limited to mes-
sages created during political celebrations and executive and legislative election
campaigns.
Propaganda is a part of political communication that can be conducted per-
suasively. As stated by Munthe in his journal "Propaganda and Communication
Science," propaganda is fundamentally persuasive, employing methods of appeals,
enticements, invitations, and "promises" to encourage people to willingly or volun-
tarily do something according to a specified pattern. According to Jacques Ellul, as
quoted by Nimmo in the book Media Komunikasi Politik (Heryanto, 2018b), prop-
aganda can be defined as communication carried out by an organized group that
aims to create active or passive participation in the actions of a mass of individuals,
united psychologically through psychological manipulation, and integrated into an
organized group.
In Nimmo's book (2002), it is mentioned that there are seven key propaganda
techniques that utilize a combination of words, actions, and logic for persuasive
purposes as follows:
1. Name Calling: Assigning a negative label to an idea, person, object, or pur-
pose to get people to reject something without examining its reality.
2. Glittering Generalities: Using positive words to describe something to gain
support without investigating the accuracy of the association.
3. Transfer: Identifying a cause with a symbol of authority.
4. Testimonial: Using statements from respected or despised individuals to
promote or denigrate a cause.
5. Plain Folks: An appeal that suggests the speaker is aligned with the audience
in a collaborative effort.
6. Card Stacking: Carefully selecting accurate and inaccurate, logical and il-
logical statements, etc., to build a case.
7. Bandwagon: An effort to convince the audience of the popularity and cor-
rectness of a cause so that everyone will join.
Mass media has the power to shape public opinion, which can ultimately ele-
vate or tarnish someone's image. This assumption aligns with the theoretical frame-
work of Berger and Luckmann (1990) that social interaction can occur through a
dialectical process. This dialectical process creates stages such as subjective reality,
symbolic reality, and objective reality (Heryanto, 2018b).
Objective reality refers to patterned actions and behaviors that are generally
perceived by individuals as facts. Symbolic reality is the symbolic expression of
what is perceived as "objective reality." Additionally, subjective reality is the con-
struction of reality possessed by individuals and constructed through the process of
internalization. These three stages connect the concept of dialectics, which occurs
through externalization, objectification, and internalization. Externalization is the
adaptation to the socio-cultural world as a human product. Objectification is social
interaction in an intersubjective world that is institutionalized. Internalization is the

process by which individuals identify themselves within a social institution or or-
ganization because they become members of it (Heryanto, 2018b).
Significance of Campaigns
Political communication is a crucial field of study within political science that
examines the interaction of communication between political actors and the public.
Theories of political communication, such as Lasswell's model of "who says what,
to whom, through what channel, with what effect," provide a foundational under-
standing of how political messages are produced, conveyed, and received by the
public.
A political campaign is a series of activities conducted by candidates, political
parties, or other interest groups to influence the opinions and behaviors of voters in
an election. Previous research has highlighted campaign strategies, the effective-
ness of campaign messages, and their impact on public perception and election out-
comes.
The importance of campaigns can be understood by grasping the concept of
a political campaign itself. A political campaign is an organized effort that seeks to
influence decision-making processes within a particular group. In democracies, po-
litical campaigns often refer to election campaigns where leaders or candidates are
chosen. In certain countries, referendums are also used to determine specific poli-
cies through public voting. While referendums are rare in Indonesia, examples can
be seen in European countries, such as the Brexit referendum in the United King-
dom a few years ago. In modern politics, the most prominent campaigns focus on
elections and candidates for head of state or government. A clear example is presi-
dential elections, where candidates and their supporters campaign for their respec-
tive sides.
According to Rice and Paisley, a campaign is the desire to influence the be-
liefs and behaviors of others through communicative appeal. Political campaigns
are a form of political communication conducted by a group of people, an individual,
or a political organization at a certain time to gain political support from the public.
Based on Law No. 1 of 2015 concerning the General Election of Members of
the House of Representatives, Regional Representative Council, and Regional
House of Representatives, Article 1, paragraph 26, a campaign is defined as "the
activities of election participants to convince voters by offering their vision, mission,
and programs."
According to Rogers and Storey (1987), a campaign is a series of planned
communication actions aimed at creating specific effects on a large audience, car-
ried out continuously over a certain period. Many communication experts
acknowledge that the definition provided by Rogers and Storey is the most popular
and widely accepted among communication scholars. Thus, campaigns are funda-
mentally commonplace and frequently observed. However, the implementation of
campaigns often deviates from regulated rules.
Campaigns come in various types. The General Election Commission (KPU),
through decision letter no. 35 of 2004, regulates all forms or types of campaigns.
According to this regulation, there are at least nine types/forms of campaigns:
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1. Public debates/open debates between candidates,

2. Activities that do not violate laws and regulations,
3. Installation of campaign tools in public places,
4. Distribution of campaign materials to the public,
5. Dissemination through print and electronic media,
6. Broadcasting through radio and/or television,
7. Limited meetings,
8. Public rallies,
9. Face-to-face meetings and dialogues.
Additionally, regarding the definition of campaigns, Article 1, paragraph 26
of Law No. 10 of 2008 states that a campaign is an activity carried out by election
participants to convince voters by offering the vision, mission, and programs pro-
posed by the election candidates.
Public Opinion:
Public opinion encompasses the attitudes, beliefs, and views of the public on
political and social issues. Studies of public opinion consider the factors that influ-
ence opinion formation, such as mass media, social groups, and personal experi-
ences. Research also focuses on measuring public opinion through surveys and data
analysis.
Political Marketing and Advertising:
Political marketing involves the marketing strategies used by candidates and
political parties to gain voter support. This includes the use of political advertise-
ments in mass media, social media campaigns, and political branding strategies.
Studies on political marketing and advertising aim to understand how political mes-
sages are positioned and conveyed to target audiences.
Political Negotiation:
Political negotiation occurs when political actors interact to reach agreements
or compromises in public policy formation. Literature on political negotiation in-
cludes theories about the negotiation process, negotiation strategies, and factors in-
fluencing negotiation outcomes, such as power, interests, and time constraints.
Messages in Campaigns
An idea can arise for various reasons and is constructed into messages that
can be communicated to the public or audience. These messages will be responded
to and subsequently accepted or rejected by the public. Essentially, a campaign is
the delivery of political messages in various forms, from posters, discussions, ad-
vertisements, to leaflets. Regardless of the form, messages always use verbal sym-
bols intended to captivate the broader audience.
The success of any campaign always involves message designers who are
sensitive and creative (Roger and Synder, 2002). These designers have the sensitiv-
ity to identify their audience and the creativity to design messages that align with
the general characteristics of the target audience. Messages or issues are crucial in
enhancing the "selling value" of a candidate. Candidates will strive to maximize
and convince the public with the messages they convey. In short, these messages
are presented as attractively as possible to engage potential voters.
It is common for each candidate in a campaign to promote specific issues or

topics. If understood, this is a part or example of a campaign message. These mes-
sages/issues usually concern specific topics or phenomena developing in society.
We often hear the phrase 'campaigning is selling issues.' This phrase holds some
truth. Some examples include issues of poverty and social welfare. In such themes,
the campaign message is about improving welfare, whether through economic pro-
grams or other relevant initiatives.
Another frequently highlighted campaign message is the issue of corruption,
which is common at various levels. In this case, the campaign message often in-
cludes a call to vote for a clean and religious candidate. The candidate will claim to
be a better choice, free from corruption, collusion, and nepotism (KKN), and also
of a religious background.
Campaign messages can emphasize the idea that the candidate wants to share
with the voters. Often, campaign messages consist of main points addressing policy
issues. These points are summarized into the main campaign idea, which is then
repeated simultaneously to create a specific impression on voters. For example,
Candidate A has a particular program, while Candidate B has another, possibly dif-
ferent, program. Political candidates often try to portray other candidates as lacking
substantial messages related to their policies. Moreover, a significant portion of po-
litical campaign strategies is aimed at undermining other candidates. Simultane-
ously, candidates also strive to convince and attract voters to choose them. When a
candidate wins the election, their political campaign can be considered successful.
Black Campaign
In a political contest like this, we sometimes recognize the term black cam-
paign. A black campaign is an attempt to damage or question someone's reputation,
by issuing negative propaganda. It can be applied to individuals or groups (Jay C,
2002). The people targeted are generally poli-ticians, public officials, activists and
of course other political candidates. The term smear campaign is also often used in
other more general matters such as job competition.
Black campaigns arise because of heated competition in campaigns. Another
term states that black campaigning is the use of destructive methods of seduction,
innuendo or rumors about a candidate being spread to the public/ potential voters.
This is done in order to create negative perceptions that are considered unethical,
especially in terms of public policy.
An example that we can still remember is the Chinese stooge rumor. This sara
issue is very sensitive in Indonesia's multi-cultural society. Candidates will say that
the opposing candidate brings the interests of certain groups that are hated by the
community, in this case China. Another issue for example is the issue of PKI de-
scendants. Some candidates have accused their opponents of being descendants of
PKI figures. Another sensitive issue is a candidate's infidelity scandal. Candidates
will bring down their opponents by raising these immoral issues.
In essence, a smear campaign is aimed at bringing down an opponent. Com-
munication in black campaigns is attempted to cause the phenomenon of resistance
from voters. In this way, the public becomes anti / unwilling to vote for him because
of or on the basis of the bad perceptions that have been built up.
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Black campaigns can generally be carried out by candidates or candidates

because they lack strong resources to attack other candidates by playing on the
emotions of voters so that in the end they can leave the candidate or candidate of
their choice. This can be understood because the candidate feels threatened to lose
if they do not do certain methods.
Campaign Strategy & Planning

When a political campaign is interpreted as an activity to persuade voters that
aims to increase electability and popularity, then a candidate needs to have a mature
strategy and planning. Candidates who participate in elections certainly have dif-
ferent campaign methods from other candidates. Campaigns that are a means to
achieve political goals require a strategy, which will be very important (Herpamudji,
2015). This is in order to win the election and the ideals that the candidates and
supporting parties want for the future.
Here are some things that need to be considered in the campaign strategy,
namely analyzing the political map, determining the winning target, forming a cam-
paign team, formulating campaign strategies, networking, organizing campaigns,
and overseeing vote acquisition. (http://www.uky.edu)
The first is analyzing the political map. On this side, candidates need to map
potential voters. Technically, it can be done by examining the electoral districts,
digging up information about the vote acquisition in the two previous elections with
the intention of comparing. In this analysis, it is also necessary to map key person
data or influential people in the community. For example, determining and knowing
religious leaders, community leaders, women's movement leaders, professional
group leaders, and journalists is also very important.
Second is the determination of the target vote. The number of votes targeted
needs to be formulated by understanding the regional distribution, voter segmenta-
tion, voter targets, and voter trends. These things are important for calculation. The
deeper the information obtained, the more reliable the calculation or prediction can
be.
The third is related to the formation of the Campaign Team. The existence of
a team is very important to help all campaign processes from start to finish. The
campaign team is an individual or institution that supports the candidate's candidacy.
The campaign team can be divided into a core team and a support team. The team
may also consist of a consultant, campaign manager, communications director, le-
gal staff, field director, scheduler, volunteer coordinator, database admin, and fund-
raising director. Other elements may be added as needed.
After that, the fourth aspect is Campaign Strategy Formulation. In this case,
the team needs to make a mapping of the determination of the targeted voter seg-
ments, determination of the priority scale of addressing, preparation of campaign
issues, campaign media, campaign equipment, campaign forms and models.
No less important is the networking aspect. This fifth aspect is closely related
to the extent of social connections that can be used to attract funding. In addition,
of course, networking can serve to gain wider support. Networks can include mass
organizations, NGOs, professional organizations, partner organization networks,
journalist associations, women's organizations, party wing organizations, regional
organizations, religious organizations, and other organizations concerned with rel-

evant issues.
No less important is the networking aspect. This fifth aspect is closely related
to the extent of social connections that can be used to attract funding. In addition,
of course, networking can serve to gain wider support. Networks can include mass
organizations, NGOs, professional organizations, partner organization networks,
journalist associations, women's organizations, party wing organizations, regional
organizations, religious organizations, and other organizations concerned with rel-
evant issues.
The last one is the need for Vote Acquisition Monitoring. In this aspect, the
team needs to determine witnesses and volunteers in the election process. In addi-
tion, a network of independent monitors is also very important. This can be used as
a source and comparison material on vote acquisition information. After that, of
course, there must be a monitoring system in the electoral process.
Finally, there is the need for Vote Acquisition Monitoring. In this aspect, the
team needs to determine witnesses and volunteers in the election process. In addi-
tion, a network of independent monitors is also very important. This can be used as
a source and comparison material on vote acquisition information. After that, of
course, there must be a monitoring system in the election process.
RESEARCH METHOD
This research uses a qualitative approach that focuses on an in-depth under-
standing of the phenomenon under study through interpretation, analysis, and de-
scription of non-numerical data. This method focuses on qualitative aspects such as
meaning, perception, and the social context of the phenomenon. Data were col-
lected through interviews with political communication experts and literature anal-
ysis from various sources related to mass media content.
After the data is collected, data analysis is carried out through three stages:
data reduction, data presentation, and conclusion drawing. The data reduction stage
aims to simplify the data collected, followed by systematic data presentation. Fi-
nally, conclusion drawing is done to identify important findings from the data anal-
ysis that has been done. The results of the data analysis show interesting patterns in
political communication ahead of the 2024 presidential election. Key findings in-
clude the significant role of social media in shaping public opinion, successful po-
litical campaign strategies, and political propaganda efforts from various parties.
RESULT AND DISCUSSION

The 2024 general election features three presidential candidates competing
for this period. The candidates are candidate number 1, Anies Baswedan-Muhaimin
Iskandar (AMIN); candidate number 2, Prabowo Subianto-Gibran Rakabuming;
and candidate number 3, Ganjar Pranowo-Mahfud MD. In an election, it always
involves intense competition as each candidate has the ambition to win the election.
Therefore, it is important for each candidate to implement effective strategies in

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order to attract the hearts of the people. One approach that can be taken is through
political communication.
Political communication can be defined as a communication process that aims
to achieve an influence in such a way that the issues discussed through these com-
munication activities can bind all citizens with sanctions that have been jointly de-
termined by political institutions (Ramadhani et al., 2022). The purpose of political
communication is closely related to the political messages conveyed by political
communicators. In line with the general purpose of communication, political com-
munication can aim to convey political information, form a political image, and
form public opinion. In addition, political communication also aims to attract public
sympathy to increase political participation before the general election. The success
of a candidate in the election is strongly influenced by the communication strategy
applied (Alfiyani, 2018).
Political communication, seen from its function, aims to connect various po-
litical thoughts that exist in society, both in groups, institutions, associations, and
sectors of government political life. According to Almond and Powell in (Rizky et
al., 2023), political communication is one of the political functions that runs along
with other functions, namely aggregation, articulation, recruitment, and socializa-
tion in a political system. Meanwhile, the application of political communication is
strongly influenced by the surrounding environment. The ever-evolving surround-
ing environment, especially with the existence of advanced technology and easily
accessible information, has brought significant changes in the way political com-
munication is carried out. Compared to the past, today's technology opens up new
opportunities for more effective and far-reaching communication. Social media, as
part of mass communication, plays an important role in this regard. Social media
not only enables political communicators to reach a larger audience, but also influ-
ences the way the audience thinks and behaves regarding politics (Siagian, 2015).
According to (Siagian, 2015), the role of social media helps political mes-
sages to be delivered quickly and easily understood by the public, because they can
access information at any time without geographical restrictions. Social media is
very effective as a means of communication, especially in delivering information
and receiving feedback from the public. This feedback helps strengthen the rela-
tionship between political communicators and the public. In addition, the use of
social media is increasingly popular and widespread, even to rural areas. Finally,
the delivery of appropriate and effective political messages can attract public sym-
pathy, so that they more easily accept the goals of political communicators.
Political communication can be carried out with several approaches, one of
which is through political campaigns. A political campaign is a commonly used
strategy in political communication to introduce candidates to voters, communicate
political messages, and motivate voters to support these candidates. The main
objective of the campaign, whether positive, negative or black, is to increase the

electability of the supported candidate while decreasing the popularity of the polit-
ical opponent (Ngenget et al., 2023).
Political campaigning through social media by a candidate has the ability to
influence audiences, although the degree of influence can vary from individual to
individual. The influence of these political messages can cause audiences to adopt
positive or negative political attitudes. Positive attitudes are reflected in support for
the agenda or goals proposed by the political communicator, while negative atti-
tudes can be demonstrated by rejection or indifference to the messages. However,
there is also the possibility that audiences respond with the opposite attitude to what
is conveyed by political communicators (Siagian, 2015).
This indicates that in the presidential election that will be held in 2024, polit-
ical campaigns have great potential to influence the outcome. As suggested by
Fakhri's (2019) research, research shows that political campaigns have a significant
impact on voter behavior. In addition, another study by Saputra & Erowat (2021)
showed a significant relationship between campaigns on social media and the be-
havior of young voters. The existence of social media has the ability to amplify
political messages and influence the way people vote. Social media is not only an
alternative political communication channel, but can also influence the mindset of
voters. Strengthened findings by Budiyono (2017) show that Facebook has become
the main platform for political campaigns, where responses from audiences can be
very fast, both in the form of positive and negative responses.
Thus, it can be concluded that political campaigns, especially through social
media, play a very important role in shaping voter behavior and election outcomes.
A concrete example is the campaign conducted by Anies Baswedan and Muhaimin
Iskandar, known as AMIN. They used a strong campaign strategy, including per-
sonal branding and the application of political marketing methods, to attract voters'
attention and gain support. The Amin pair's political campaign branding themselves
as a group or symbol of change was very appropriate. They succeeded in building
an image of themselves as agents of change, which is in accordance with the aspi-
rations of people who want change both symbolically and factually (Widodo & Al-
mansur, 2023).
Afterward, other political communication besides political campaigns is the
political propaganda approach. Political propaganda is a political communication
effort that is structured with the specific purpose of influencing the thoughts or ac-
tions of individuals, groups, or society at large. This approach is carried out sys-
tematically and planned, using techniques of suggestion or manipulation to support
or promote certain ideologies, ideas, or activities (Alfiyani, 2018). This means that
political propaganda aims to influence message recipients to voluntarily accept or
support certain ideologies or policies without feeling forced or coerced.
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Propaganda in the political context has a crucial role as one of the methods of
political persuasion used alongside advertising and rhetoric. In practice, propaganda
aims to combine political messages in order to gain significant influence. It is usu-
ally carried out by individuals or organized groups that aim to influence the active
or passive participation of individuals in society by using psychological manipula-
tion (Cipta et al., 2018). Utilization of propaganda as an effort to increase public
political participation and encourage them to get involved in the electoral process.
political actors utilize propaganda through various channels, including mass media,
news, and political campaigns, especially to attract the attention of novice voters.
According to previous research conducted by Cipta et al. (2018), political
propaganda carried out by candidates for Regent and Vice Regent has a very sig-
nificant impact on novice voters in Pineleng District, Minahasa Regency. The re-
sults showed that there was a strong relationship between the political propaganda
of the candidate pairs and the behavior of novice voters in the region. Therefore,
considering its relevance ahead of the presidential election in 2024, candidates can
utilize political propaganda as an effective political communication strategy to in-
fluence voters' behavior and also shape public opinion.
Public opinion reflects the views and beliefs held by the public, so it has an
important role in shaping good perceptions. Public opinion can change quickly be-
cause information can be easily disseminated in today's digital era. Social media is
the main channel for people to access the latest political information. Apart from
being a source of information, social media is also often used by the government to
build self-image indirectly in influencing public opinion (Rizky et al., 2023). The
ability to manage public opinion well is a role in winning a battle to gain influence
from the community (Siagian, 2015).
As highlighted by Rizky et al. (2023), public opinion plays a significant role
in determining support for potential presidential candidates. An example is the case
of Prabowo Subianto, who has a controversial track record in previous Indonesian
presidential elections. The public's view of him tended to be negative due to his past
human rights sins. However, Prabowo did not remain silent and tried to change
people's perception of him. He actively participates in various events, such as pod-
casts on YouTube and socialization events on campuses, which are often updated
on social media. Through his presence on these platforms, Prabowo has managed
to improve his negative image by showing more positive and entertaining sides of
himself. An example is when he danced at the “Capres Bicara Gagasan” event,
which went viral on social media and helped to improve his unfavorable image.
This shows that political communication through social media has a major impact
in shaping public opinion towards politicians and the government as well as towards
certain political parties. Then, the opinion is very influential on the attitude of public
support afterwards.
Furthermore, other political communication can also be applied by means of

marketing. The effectiveness of political marketing has a significant impact on suc-
cess in gaining support from the public. Political marketing is the use of marketing
strategies tailored to the political context to promote a particular political candidate
or project. This concept involves the application of marketing techniques that are
generally used in a commercial context, but are applied with political objectives,
namely to influence voter behavior and gain support (Widodo & Almansur, 2023).
When it comes to the 2024 presidential election, an optimal marketing strat-
egy will be key to winning support from the public, with its impact potentially in-
fluencing the outcome of the election. This finding is in line with previous research
by Utomo (2013), which highlighted the role of social media as an effective politi-
cal marketing tool in Jokowi-Ahok's victory in the 2012 Jakarta elections, with its
ability to organize and mobilize voters. Another study by Wibowo (2022) found
that elements of the political marketing mix, such as product, price, promotion, and
place, have a significant positive influence on voter decisions.
In the effort of an effective political marketing strategy, communication can
be realized by utilizing media such as political advertising. Political advertising is
a form of communication used by politicians, political parties, or prospective can-
didates to promote themselves, their political vision, or their campaign messages to
the public. Currently, the mass media is filled with various political advertisements
from politicians and political parties. Whether through print, electronic media, or
other platforms, political advertisements are commonplace every day. Through po-
litical advertising, politicians and political parties can increase their level of popu-
larity. For example, a politician who previously only had 20% popularity can suc-
cessfully increase it to more than 50% after using political advertising services
(Kustiawan et al., 2022). Political advertising methods involve various media, in-
cluding print mass media such as newspapers, as well as visual media such as bill-
boards, banners, stickers, calendars, and t-shirts used in print campaigns. Visual
media such as billboards remain the main choice for election participants because
they are dynamic in production.
According to previous research findings in (Anshori, 2018), most respondents
consider that political advertising has a significant influence on voter trust and con-
fidence. Around 37.00% of respondents believe that political advertising has a pos-
itive effect on voter confidence, while 49.00% of respondents feel that political ad-
vertising affects voter confidence. In addition, the results also show a strong corre-
lation between the influence of political advertisements and the decision to choose
a candidate pair. Around 43.00% of respondents stated that political advertisements
greatly influenced their decision to choose a candidate pair, while 41.00% felt that
political advertisements had a significant influence on voting decisions. Only about

2138
16.00% of respondents considered that political advertising had no effect on the

decision to choose a candidate pair.
According to another study conducted by Fenyapwain (2013), there is a sig-
nificant influence between political advertising and novice voter participation. It
was found that about 17.30% of the participation of first-time voters was influenced
by political advertising in the election. However, the rest of the turnout factor is
determined by other variables, such as the environment, family influence, and social
values adopted by the first-time voter. Based on these findings, it can be concluded
that political advertising has a significant role in shaping voter participation and
provides a strong basis for voters in shaping their attitudes and behaviors. Thus, it
can be assumed that political advertising will play an important role in the 2024
presidential election by helping to influence voters' attitudes and behaviors.
Furthermore, apart from political advertising, other political communications
can also take the form of political negotiations. According to the Oxford Dictionary
definition cited in research by Ramadhani et al. (2022), negotiation is the process
of talks between different parties with the aim of reaching a compromise or agree-
ment. Negotiations can also be conducted to organize or propose an agreement. In
the negotiation process, terms such as bidding, bargaining, negotiation, brokering,
or bartering are often used. Based on the political context, negotiations are often
conducted to fulfill different political interests between political actors or political
communicators and their political opponents.
The objectives of political interests can vary, and often require negotiation or
bargaining to reach mutual agreement. The outcomes of political negotiations can
also vary, ranging from victory for all parties, defeat for all parties, to outcomes
where some parties win and some parties lose. In the context of political negotia-
tions, winning or losing can be interpreted as a person's ability to defend his opinion
and achieve his interest goals (Ramadhani et al., 2022).
Negotiation can be considered as one of the political communication strate-
gies because it involves various styles and arts that create a smooth negotiation
process. In negotiation, freedom to speak one's mind and maintaining the integrity
of both parties are key requirements. Placing both parties in a “win-win” position
will be beneficial in the negotiation process, especially if there are common inter-
ests between them. Building consensus also requires good communication and re-
lationships, both with aligned and divergent political parties. Communication im-
plemented in negotiations is an art in itself that can facilitate the process of give and
take. Self-concept is a crucial factor in interactional political communication or lob-
bying, because the behavior of every individual, including politicians, is influenced
by their own self-concept (Kamal et al., 2021).
Based on the research results, it is concluded that political communication
plays a crucial role in determining the outcome of the 2024 presidential election.
Various forms of political communication such as Political Campaigning, Political

Propaganda, Public Opinion, Marketing, Political Advertising, and Political Nego-
tiation have the potential to influence voter attitudes, which is an important factor
for candidates. Therefore, an effective strategy in utilizing these various forms of
political communication is key in achieving the candidates' goal of winning the
election.
CONCLUSION
This research concludes that political communication has a very important
role in determining the outcome of the presidential election. The contribution of
this research to the existing literature is a deeper understanding of the dynamics of
political communication ahead of presidential elections. Suggestions for further re-
search include the development of more sophisticated research methodologies and
comparative research between countries.
In a democratic country, political campaigns are very important in introduc-
ing candidates to the public. We understand political campaigns as organized efforts
that seek to influence the decision-making process of a particular group. With the
aim of winning a particular election, each candidate needs to consider careful strat-
egy and planning. This strategy and planning is very important because it deter-
mines the candidate's victory in the election process. However, we also sometimes
see efforts that may be unhealthy in the political process. Campaigns conducted by
each candidate are often colored by efforts to bring down opponents, or black cam-
paigns. Perhaps Ed Goeas of The Tarrance Group in America has a point: "Cam-
paigning is about maximizing your strengths and neutralizing your weaknesses,
while at the same time neutralizing your opponent's strengths and highlighting their
weaknesses.
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Eduvest – Journal of Universal Studies

Volume 4 Number 10, October, 2024

ANALYSIS OF POLITICAL COMMUNICATION AHEAD OF

Syamsul Jahidin1, Nani Nurani Muksin2

Email: Syamsuljahidin1@gmail.com1, naninuranimuksin@umj.ac.id2

ANALYSIS OF POLITICAL COMMUNICATION AHEAD OF THE 2024 PRESIDENTIAL

Political propaganda is a deliberate effort to influence public opinion and ma-

interaction in an intersubjective world that is institutionalized. Internalization is the

1. Public debates/open debates between candidates,

It is common for each candidate in a campaign to promote specific issues or

Black campaigns can generally be carried out by candidates or candidates

Campaign Strategy & Planning

organizations, religious organizations, and other organizations concerned with rel-

RESULT AND DISCUSSION

ANALYSIS OF POLITICAL COMMUNICATION AHEAD OF THE 2024 PRESIDENTIAL

objective of the campaign, whether positive, negative or black, is to increase the

Furthermore, other political communication can also be applied by means of

ANALYSIS OF POLITICAL COMMUNICATION AHEAD OF THE 2024 PRESIDENTIAL

16.00% of respondents considered that political advertising had no effect on the

Various forms of political communication such as Political Campaigning, Political

ANALYSIS OF POLITICAL COMMUNICATION AHEAD OF THE 2024 PRESIDENTIAL

Fenyapwain, M. M. (2013). Pengaruh iklan politik dalam pemilukada Minahasa

Rizky, A. T. J., Harris, E. A., & Soekarno, Z. P. (2023, November). Analisis

ANALYSIS OF POLITICAL COMMUNICATION AHEAD OF THE 2024 PRESIDENTIAL

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