p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 5, No. 9, September 2024 http://jist.publikasiindonesia.id/

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3235

Innovation in Political Communication Strategy: A

Qualitative Approach in Examining the Influence of

Campaign Messages

Patricia Ruth

Universitas Diponegoro, Indonesia

Email: [email protected]

*Korespondensi

ABSTRACT

Keywords: political

communication strategy,

campaign messages,

qualitative approach.

This research investigates innovations in political

communication strategies through a qualitative approach,

focusing on the influence of campaign messages in the

context of general elections in Indonesia. Through content

analysis of campaign messages, this research identifies the

main themes, framing strategies, and rhetoric used to

influence voter perceptions. The findings of this research

have practical implications for designing more effective

campaign strategies, increasing more informed voter

participation, and contributing new thinking to political

literature and political marketing in Indonesia.

Introduction

Campaigns are an important political process in the formation and distribution of

power in society, especially in the context of decision-making within a country. These

campaigns are usually known as elections where people elect their representatives, such

as members of parliament or village heads. (Yoteni et al., 2023) . In Indonesia, the general

election system is regulated by Law Number 9 of 2012 concerning the General Election

of Members of the House of Representatives, which emphasizes the importance of

elections in the life of the nation and state. (Pardede, 2014) . Through elections, the people

elect their representatives to sit in various government institutions. (Khairazi, 2015) .

Active participation in the campaign is expected to increase understanding and

positive attitudes towards the implementation of elections. This positive attitude is

reflected in people's participation by using their voting rights to elect representatives they

trust (Juditha, 2014) . The campaign also becomes a channel for the community to express

their aspirations in electing leaders who can represent and advance shared hopes for a

better future. However, there are still people who choose not to vote (abstention) (Juditha,

2014) .

Campaigns are also carried out through political communication in terms of

political marketing which is specifically used in efforts to win elections. The concept of

marketing itself is known in economic studies, but in politics, political marketing refers

to the way political actors convince voters about the political products they offer. This

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Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3236

approach involves a series of strategic and tactical activities to influence voters in both

the long and short term, to maximize support for candidates or political parties.

According to Candrasari (2022) , a campaign is a series of organized

communication activities to create a certain impact on targets sustainably within a certain

period. IFEX defines campaigns as activities with practical goals to change social society,

involving two-way communication that influences public opinion through certain media.

Khoirudin (2016) , defines political marketing as the application of marketing

concepts in politics, with a focus on identifying and meeting stakeholder needs. The basic

concept of commercial marketing emphasizes the importance of satisfying consumers

(stakeholders) in company planning and operations.

This research aims to explore innovations in political communication strategies by

using a qualitative approach to examine the influence of campaign messages. This

research is important considering the crucial role of political campaigns in Indonesia's

democratic process. With a deeper understanding of the effectiveness of campaign

messages, better voter participation and more informed decision-making in general

elections can be expected.

The research objectives include identifying key elements in campaign messages,

analyzing effective political communication strategies, and exploring contextual factors

that moderate the effectiveness of campaign messages in Indonesia. It is hoped that the

results of this research can provide practical guidance for political practitioners in

designing more effective campaign messages, increase public understanding of political

communication strategies, and contribute new thinking to the literature on political

marketing and political communication in the Indonesian context. The implications of

this research include the development of smarter political communication strategies,

providing an empirical basis for decision-making in political campaign management, and

stimulating further scientific discussion about the use of qualitative methods in the study

of politics in Indonesia.

Method

This research uses a qualitative approach with a focus on content analysis of

political campaign messages. This approach was chosen to gain an in-depth

understanding of how campaign messages influence voter perceptions and attitudes. The

research subject is political campaign messages conveyed by candidates or political

parties in the context of general elections in Indonesia. The data analyzed includes

campaign materials in the form of speeches, advertisements, and social media. Data will

be collected through literature study and direct observation of publicly available

campaign materials. Content analysis will be carried out on text, images, and messages

conveyed on various communication platforms. Data will be analyzed using a content

analysis approach. The analysis steps will include identifying the main themes in the

campaign message, analyzing the message framing, and identifying rhetorical strategies

used to influence voters. This analysis will help in understanding how political campaign

messages are designed to achieve specific political goals.

Innovation in Political Communication Strategy: A Qualitative Approach in Examining the

Influence of Campaign Messages

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3237

Results And Discussion

Identify Key Themes in Political Campaign Messages

The dominant themes in the political campaign messages investigated reflect the

policy priorities and communication strategies used to influence voter perceptions. The

following is a more in-depth analysis with support from theory and data.

1. Economy and Welfare

Economic framing theory, as proposed by George Lakoff, illustrates that political

campaign messages tend to use economic framing to shape public opinion about the

success or failure of economic policies. Research by Ramadhan (2024) Shows that voters

tend to give high priority to economic issues in general elections. Analysis of data from

the Institute for Fiscal Studies shows that voters are often more responsive to messages

that promise continued economic growth and increased employment compared to

messages that emphasize the risks of inflation or social inequality.

2. National Security

Based on national security theory and public perception, campaign messages often

use security framing to build an image of trust and strength. The "securitization" theory

by Widjajanto (2013) Explains that national security issues can be raised to escalate issues

into threats that require an emergency or high-priority response from the government.

Data from the Gallup Poll shows that public confidence in a candidate's ability to

safeguard national security can significantly influence election results.

3. Public health:

Crisis and public response theory indicates that campaign messages responding to

pandemics such as COVID-19 tend to use crisis framing to highlight leadership and rapid

responses to public health emergencies. Research from the Pew Research Center shows

that public health policy and the response to the pandemic are important factors in voters'

evaluations of government and candidate performance.

4. Education and Human Resources Development:

Human investment theory, as proposed by Theodore Schultz, highlights the

importance of investment in education and human resource development to achieve

sustainable economic development. Data from UNESCO indicates that better access to

education and job training can directly increase labor productivity and reduce socio-

economic disparities.

Message Framing in Political Campaign Messages

Framing analysis shows that political campaign messages are structured using

various framing techniques to influence voter perceptions. Following are some of the

framing techniques used.

1. Framing the Economy as Recovery or Failure

Candidates often use economic framing to present the successes or failures of past

economic policies and to offer different visions of the future. For example, the use of

economic data, such as the unemployment rate or GDP growth, can be chosen to show

the achievements or challenges facing the country. Economic framing theory, as proposed

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Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3238

by Zaenuddin, illustrates that voters can be influenced by the way economic information

is presented, either as a recovery from a crisis or as a sign of the failure of existing

policies.

2. Framing Security as a National Priority

National security issues are often presented as national priorities that require strong

leadership and firm policies to protect the country's interests. Securitization theory, as

proposed by Kuncoro (2023) , explains that security issues can be "securitized" to

increase the urgency and urge the need for an effective response from the government or

candidate. Campaign messages use this framing to build an image of security and trust

among voters.

3. Framing Health as a Response to Crisis

Health crises, such as the COVID-19 pandemic, are often used to demonstrate a

candidate's ability to tackle major challenges and offer responsive solutions. The use of

crisis framing in a public health context can strengthen perceptions of a candidate's

leadership and managerial skills. The crisis framing theory by Nuraliza (2024) Shows that

responses to a crisis can shape public opinion about the ability of a government or

candidate to manage a difficult situation.

4. Framing Education as an Investment in the Future:

Education is often raised as a crucial investment for building a skilled and globally

competitive society. This framing uses human investment theory, as proposed by

Maulyan (2019) , which highlights the importance of education in increasing individual

capabilities and improving overall quality of life. Campaign messages that use this

framing aim to convince voters that the candidate has a clear and effective plan to improve

the education and job training system.

Rhetorical Strategy in Political Campaign Messages

Rhetorical strategies used in political campaign messages can play an important

role in influencing voter perceptions and support. The following are some commonly

found rhetorical strategies.

1. Emotional Appeal

Emotional appeal is used to connect emotionally with voters through universal

values or shared experiences. For example, the use of national pride or social concern can

evoke positive emotions that influence voters' attitudes and behaviour. The emotional

appeal theory, as proposed by Umar (2023) , shows that emotions can be a strong factor

in political decision-making.

2. Logos and Ethos

Logos (ratio) and ethos (credibility) are used to build beliefs about the candidate's

success and competence. The use of empirical evidence, statistical data, or policy analysis

can increase confidence that candidates have the knowledge and skills to address the

challenges facing society. The theory of logos and ethos, as taught in the classical rhetoric

Innovation in Political Communication Strategy: A Qualitative Approach in Examining the

Influence of Campaign Messages

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3239

of Aristotle, emphasizes the importance of evidence and strong character to win public

trust.

3. Values and Identity Affirmation:

Assertions of values such as justice, loyalty to one's country, or family values can

be used to strengthen a candidate's identity and attract voters who identify with those

values. The use of this strategy reflects political identity theory, which emphasizes that

voters often choose based on social identities or values that they consider important

(Aliano & Adon, 2023) .

In political campaigns, key themes such as the economy and prosperity, national

security, public health, and education have become the main focus in efforts to influence

voters. The use of economic framing strategies to present policy successes or failures, as

well as emphasis on national security issues and responses to health crises, is an integral

part of communications designed to build a positive image. In addition, rhetorical

strategies such as the use of emotional appeal, logos, and ethos, as well as affirmation of

values, play an important role in shaping public perceptions of the candidate's competence

and vision. By utilizing this combination, campaigns can be more effective in attracting

and retaining voter support in tight political competition.

Comparison and Interpretation

The findings will be compared with existing theories in the literature regarding

political marketing and political communication. Interpretation will be carried out to

relate the findings to the Indonesian political context and its implications for political

participation and voter support.

1. Practical Politics: A Guide for Candidates and Political Parties

Analysis of key themes in campaign messages such as the economy, national

security, public health, and education provides valuable insights for candidates and

political parties in designing more effective campaign strategies. It appears that research

shows that effective economic framing can increase the appeal of campaign messages by

highlighting past economic achievements and a clear vision for the future. Based on

political communication theories such as framing theory, candidates can utilize these

approaches to build a strong image in the eyes of voters. Thus, this research provides

concrete direction for candidates and political parties in adapting their campaign

messages to political dynamics and voter preferences in Indonesia.

2. Voter Participation: Increased Understanding and More Informed Participation

Disseminating the findings of this research can increase public understanding of

political communication strategies. More informed voters tend to be better able to

critically evaluate the campaign messages conveyed. It is likely that, by knowing how

candidates use national security framing or responses to health crises to influence public

opinion, voters can better differentiate between political rhetoric and the substance of the

policies on offer. This implication not only strengthens voter participation in the

democratic process but also increases the people's ability to elect leaders who can

respond effectively to their demands and aspirations.

3. Political Literature: Contribution to the Development of Knowledge

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Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3240

The findings of this research also contribute to developing political literature about

Indonesia, especially in the context of political marketing. By analyzing contextual

factors that moderate the effectiveness of campaign messages, such as local political

culture, level of political literacy, or demographic characteristics of voters, this research

provides deeper insight into political dynamics in Indonesia. This contribution is

important to expand the scope of academic literature that includes the specific context of

Indonesia in the study of global political communication.

By considering practical implications, more informed voter participation, and

contributions to the political literature, the findings of this research are not only relevant

for political practitioners and researchers but also for the wider public interested in better

political processes and decision-making in the future. Thus, maintaining the continuity of

research in this field can help Indonesia move towards a more dynamic and inclusive

democracy.

Research Limitations

Although the results of this study provide valuable insights, several limitations need

to be noted:

1. Limitations in Data Access

This research may be limited by access to complete and representative data

regarding existing political campaign messages. Limited access to primary data from

ongoing political campaigns or internal data from political parties can affect the overall

representation of variations in campaign messages in the field. These constraints may

limit the ability to provide a comprehensive and in-depth picture of the diverse political

communication practices in Indonesia.

2. Limitations of Generalization of Results

The research focus on specific case studies may limit the generalizability of the

results of this study. While specific findings may provide in-depth insights into that

specific context, the generalizability of the results to the broader political situation in

Indonesia may be limited. Variability in political practices between regions or differences

in voter preferences could influence the extent to which these findings can be applied

generally across the country.

These limitations need to be considered in the interpretation and application of the

findings of this study in a broader context. Future research could expand the scope of the

data or use a more inclusive methodological approach to overcome these limitations and

deepen our understanding of the dynamics of political communication in Indonesia.

Conclusion

This research illustrates the importance of innovation in political communication

strategies through a qualitative approach to examine the influence of campaign messages.

In the Indonesian context, political campaigns are not only a general election process, but

also a forum for building active community participation in democracy. The research

findings highlight that key elements in campaign messages, such as economic framing,

Innovation in Political Communication Strategy: A Qualitative Approach in Examining the

Influence of Campaign Messages

Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3241

national security, public health, and education, play a central role in influencing voter

perceptions and attitudes. The rhetorical strategies used, such as emotional appeal, logos,

ethos, and affirmation of values, are important in shaping the candidate's image and

winning voter support.

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Jurnal Indonesia Sosial Teknologi, Vol. 5, No. 9, September 2024 3242

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