POLITICAL PUBLICITY STRATEGIES IN RIFQINIZAMY KARSAYUDA’S LEGISLATIVE CAMPAIGN

Abstract

This study analyzes Rifqinizamy Karsayuda’s political publicity strategies during the 2024-2029 Legislative Election campaign. The focus is on how Rifqinizamy leveraged social media, mass media, and face-to-face interactions to cultivate a positive public image. Employing a qualitative descriptive method with a case study approach, data were gathered through interviews and content analysis. The findings reveal that the publicity strategy involved using social media to engage directly with voters, while reinforcing Rifqinizamy’s image through mass media coverage and social outreach activities. The researcher identified the importance of message consistency and tangible actions in gaining voter support, demonstrating that effective political communication requires more than mere media exposure; it also demands concrete, on the ground initiatives. Notably, this latter aspect has often been neglected by politicians, including elected legislators, in nurturing relationships with their constituents, a shortcoming that may adversely impact their future electability.

DOI: http://dx.doi.org/10.36782/jcs.v14i2.2685