Political Communication by Political Parties in 2014 Legislative Election in Indonesia

Yusa Djuyandi, Rahmat Edi Irawan, Marginata Kurnia Putra

Bina Nusantara University, Jakarta, Indonesia

Abstract: At this time the image of political parties in Indonesia deteriorated because of various problems afflict their cadres in the Parliament and the executive. In order to increase the public’s trust, many political parties begin to perform activities of political communication. This research is aimed to discuss and analyze the political communication held by political parties in the election of 2014. In order to analyze the political communication process conducted by the political parties, researchers using the theory of political communication with the indicator: sources (political communicator), political messages, media or political channels, influence or effect of political communication. The method used is qualitative, with primary data sources such as interviews and observations, as well as secondary data such as photo documentation and source literature obtained from other sources. From the research that has been made known that the political parties use the sources of political communication in the form of print media, electronic, outdoor media, and public communication channel group. Associated with the delivery of a political message, that the political parties use multiple channel messages, both textual and non-verbal, where the entire message channel associated with the media or political channels that are used by political parties, namely the print and electronic media. The results of this study also showed that the influence of political communication has been done by the political parties through the mass media are not always able to influence the attitudes or perceptions of society, because it needs to be seen also from the other side that is the perspective and needs of the community. From the results can be concluded that political communication conducted by political parties through a variety of media is no longer always have a dominant effect because audiences are active and independent.

Keywords: political party, political communication, media, audience, message

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