Political Communication Strategy of Golongan Karya Party (Golkar) in the 2024 General Election in West Java Province

M. Julianda Arisha; Meidi Kosandi

doi:10.55227/ijhess.v5i1.1744

Authors

M. Julianda Arisha Universitas Indonesia
Meidi Kosandi Universitas Indonesia

DOI:

https://doi.org/10.55227/ijhess.v5i1.1744

Keywords:

General Election, Political Communication, West Java, Golkar

Abstract

The Golongan Karya Party (Golkar) constitutes one of three major political parties that have sustained their existence for approximately six decades. As a party with extensive participation in general elections, Golkar has renewed its political communication strategies to align with contemporary developments. In the 2024 General Election, Golkar Party did not extensively engage in party exposure as popular representation, but rather emphasized individuals or figures as party representatives who could serve as bridges between the populace and political leadership. Ridwan Kamil was selected as a figure deemed capable of representing the values upheld by Golkar Party to society, particularly the media-literate millennial generation. The utilization of social media as a campaign medium became the preferred choice for both Golkar Party and Ridwan Kamil to convey the impression that no barriers exist for citizens in communicating their aspirations to leaders and political parties. This article examines the communication strategies employed by Golkar Party and Ridwan Kamil in their 2024 election campaign through social media platforms. This research employs a qualitative methodology utilizing a constructivist paradigm. The findings reveal that Ridwan Kamil's political communication strategy demonstrates strong characteristics of a hybrid approach: integrating conventional political party methodologies with personalization narratives characteristic of digital communication. Furthermore, this research also found that there are weaknesses in this strategy, where local issues remain the most significant challenge, particularly when this strategy was implemented in the 2024 Jakarta gubernatorial election.

Author Biography

Meidi Kosandi, Universitas Indonesia

Lecturer (Department of Political Science)

References

Ahmad, N., Pohan, K., Alfira, S., Aufia, K., Paripurna, C., & Aji, M. (2024). Analisis Strategi Komunikasi Politik Ridwan Kamil di Media Sosial Instagram dalam Membangun Citra Diri Menuju PILGUB DKI Jakarta 2024. Jurnal ISO: Jurnal Ilmu Sosial, Politik Dan Humaniora, 4(2), 17. https://doi.org/10.53697/iso.v4i2.1992

Arifin, Anwar. (2011). Komunikasi Politik. Yogyakarta: Graha Ilmu.

Cahyaningrum, Z. R., & Zamzamy, A. (2025). Political Branding Rano Karno Dalam Pilkada Jakarta 2024 Sebagai “Si Doel” Melalui Akun Instagram @si.doel. Communicology: Jurnal Ilmu Komunikasi, 13(1), 56–73. https://doi.org/10.21009/COMM.034.05

Cangara, Hafied. (2014). Perencanaan dan Strategi Komunikasi (Edisi Revisi). Jakarta: PT RajaGrafindo Persada.

Fotoh, L. E., & Lorentzon, J. I. (2023). Audit Digitalization and Its Consequences on the Audit Expectation Gap: A Critical Perspective. Accounting Horizons, 37(1). https://doi.org/10.2308/HORIZONS-2021-027

Habibi, M. F., et al. (2020). Media sosial sebagai alat komunikasi politik dalam pemilihan kepala daerah. Jurnal Komunikasi Politik, 8(3), 210–230.

Heryanto, G. G. (2011). Komunikasi Politik. Komunikasi Politik, 41.

Husna, F. (2018). Retorika simbol Islam pada akun Instagram Ridwan Kamil. Jurnal Komunikasi Global, 7(1), 12–26.

Husna, N. (2018). Pemanfaatan media sosial dalam transparansi pemerintahan daerah. Jurnal Administrasi Publik, 6(2), 112–126.

Junda, M. (2023). Analisis komunikasi politik Ridwan Kamil melalui media sosial. Jurnal Ilmu Politik, 10(1), 45–63.

Komisi Pemilihan Umum. (2024). Laporan statistik pemilih dalam Pemilu 2024. Jakarta: KPU RI.

Lestari, P., Pebrianti, R., & Syaifullah, M. (2018). Dinamika politik elektoral di Indonesia: Studi kasus Golkar di Jawa Barat. Jurnal Politik Indonesia, 12(2), 134–156.

Lestari, S., et al. (2018). Komunikasi politik digital dan perubahan perilaku pemilih. Jurnal Komunikasi Digital, 5(4), 90–105.

McNair, B. (2003). An Introduction to Political Communication. London: Routledge.

Nur Fitriyani, I. (2023). Komunikasi politik Ridwan Kamil dalam membangun personal branding di media sosial: Pendekatan semiotik. Jurnal Komunikasi Peradaban, 1(1), 9–18.

Nur Fitriyani, R. (2023). Ridwan Kamil dan strategi komunikasi politik digital. Jurnal Media dan Politik, 7(2), 65–82.

O’Connor, R. (2020). Social media and political engagement: The impact of digital platforms on young voters. Oxford University Press.

Sugiyono. (2021). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.