Political Communication Strategy of the Partai Demokrasi Indonesia Perjuangan in Efforts to Maintain Party Domination in West Lampung Regency

Abstract

The main aim of this research is to examine and analyze the political communication strategy of the Partai Demokrasi Indonesia Perjuangan (PDI-Perjuangan) in West Lampung in an effort to maintain the party's dominance. PDI-Perjuangan's dominance in West Lampung began from 2004 until the 2019 general election in the legislature and from 2007 until the 2017 regional head election in the executive. The aim of the research is to find out how the political communication strategy of the PDI-Perjuangan in an effort to maintain party dominance in West Lampung. This research uses qualitative methods through interview techniques as primary data and uses articles, books, journals and so on as secondary data. The findings of this research are that in an effort to maintain the dominance of its party, the PDI-Perjuangan West Lampung took the following steps, first, maintaining its figures and strengthening institutions starting from the party wing, the smallest to the largest structural institutions in the DPD PDI-Perjuangan West Lampung. Second, creating togetherness by providing programs that are present in the community not only during elections, understanding the audience, compiling political messages that are tailored to the community, choosing the right methods, and making maximum use of mass media. Third, build consensus not only with political parties but also non-political institutions such as religious institutions and traditional groups and be willing to open themselves to the community. These steps were taken as conceptual steps which were implemented as an effort to maintain party dominance in West Lampung.

Keywords

• Political Communications Strategy
• Political Parties
• Domination