POLITICAL MARKETING AND COMMUNICATION STRATEGY TO WIN LEGISLATIVE NOMINEE’S COMPETITION WITHIN GOLKAR PARTY IN GENERAL ELECTION 2014

. Pujono

Abstract


Political marketing and political communication can’t be separated when it was conceived as “product” in the marketplace. Political nominee or candidate from political parties can be perceived as product offered to consumers. Based on that premise this article to explain how politician from Golkar party at KabupatenSragen could win this competition among competitors inside party or outside parties. By focusing to those who win the competition in general election 2014 in Golkar party at KabupatenSragen, this research can expose the ways the candidate operated the political communication as political marketing. This research was a qualitative research by focusing to nominee who win the competition in Golkar party. By in depth interviewing, analyzing campaign material and programs as well as several efforts to convince the constituencies, for instances face to face communication, creating social networking, and pursuing high of acceptability, these described some of political communication strategy as political marketing to win competition in general election 2014. The result showed us that winning of competitions must integrate some ways. First, the way politician to get acceptability and positive images among constituencies. Second, involve intensely to social moment and event in society. Third, doing campaign and creating social networking. Finally, support them by giving rewards if they give their votes to candidates. The results also indicated that marketing political and political communication were intertwinted each other. One dimension support the other dimension.


Keywords


Political communication; political marketing; general election; strategy; Golkar party

Full Text:

PDF

References


. Ananta, Aris., Arifin, Evi Nurvidya, and Suryadinata. 2005. Emerging Democracy in Indonesia, Pasir Panjang: ISEAS

. Austin, Erica Weinstraub, and Pinkleton, Bruce E. 2001. Strategic Public Relations Management, NewJersey: Lawrence Erlbaum Associate

. Bitzer Lloyd F., Political Rhetoric, “in Dan D. Nimmo and Keith R. Sanders, (ed), 1981, Handbook of Political Communication, Beverly Hill, CA: Sage Publication

. Bottomore, T.B. 1976. Elites and Society, Maryland: Penguin Books

. Blumler,G.Jay and Kavanagh Dennis, “The Third Age of Political Communication, in Ralp Negrine and James Stanyer, 2007, The Political Communication Readers, London: Routledge

. ----------------------- and Gurevitch, Michel, “ Towards a Comparative Framework for Political Communication Research,:” in Steven H. Chaffee, (ed), 1975, Political Communication Issues and Strategies for Research, Beverly Hills: Sage Publication

. Budiardjo, Miriam, (1998), Partisipasi dan Partai Politik Sebuah Bunga Rampai, Jakarta:Yayasan Obor Indonesia

. Chaffee, Steven, (ed), 1975, Political Communication Issues and Strategies for Research, Beverly Hill, CA: Sage Publication

. Chilton, Paul, 2004, Analysing Political Discourse, London: Routledge

. Corcoran, Paul E., “ Language and Politics, “ in David L.Swanson and Dan Nimmo, 1990, New Direction in Political Communication A Resource Book, California: Sage Publication

. Cosgrove, K.M, 2007, “Midterm marketing: an examination of markketig strategies in the 2006, 2002,1998, and 1994 election online: www.allacademic.com/metal/p209749_index.html

. Dahlan, M Alwi. 1990. Perkembangan Komunikasi Politik Sebagai Bidang Kajian, “ Jurnal Ilmu Politik 6, Jakarta: PT Gramedia

. Eulau,H.Eldersweld and Janowits, M, 1956, Political Behavior, New York: Free Press

. Graber, Doris A., “ Political Language”, in Dan D. Nimmo and Keith R. Sanders, (ed), 1981, Handbook of Political Communication, Beverly Hill, CA: Sage Publication

. Gronbeck, Bruce E., “ Rhetoric and Politics, “ in Lynda Lee Kaid, 2004, Handbook of Political Communication Research, NJ: Lawrence Erlbaum Associates.

. Huberman. A.M, and Miles, M.B. 1984. Qualitative Data Analysis:Source Book of New Method, Berverly Hill: Sage Publication

. Jenifers Lees and Marshment. 2009. Political Marketing Principles and Applications, London: Routledge

. Kaid, Lynda Lee., “ Political Advertising” in Dan D. Nimmo and Keith R. Sanders, (ed), 1981, Handbook of Political Communication, Beverly Hill, CA: Sage Publication

. ------------------------, “Political Advertising” in Lynda Lee Kaid., 2004, Handbook of Political Communication Research, New Jersey: Lawrence Erlbaum Associates Pubslihers

. Kaid, Lynda Lee. 2004. Handbook of Political Communication Research, New Jersey: Lawrence Erlbaum Associates Publishers

. Kotler, Phillips. 1987. Marketing Management, New York: Prentice Hall

. Kotler, Philips and Sidney J Levy. 1969. ”Broadening the Concept of Marketing, Journal of Marketing, 43.

. Knutzen,Oddbojorn,“TheDecline of Social Class,” in Russel J Dalton and Hans-Dieter Klingermann, (2009),The Oxford Handbook of Political Behavior, New York: Oxford University Press

. Lilleker, Darren. 2007. “What is political marketing: a Conceptual Discussion, UK, online: www.psa.uk/journals/pdf/5/2007/Lilleker.pdf

. McAllister, Ian, “The Personalization of Politics” in Russel J Dalton and Hans-Dieter Klingermann, 2009. The Oxford Handbook of Political Behavior, New York: Oxford University Press

. Miller, Roy E., “Experimental Studies,” Nimmo, Dan and Sanders,Keith R, (ed), 1981, Handbook of Political Communication, Beverly Hill California: Sage Publication

. Negrine, Ralph and Stanyer, James. 2007. The Political Communication Reader, London: Routlegde

. New, John F.H. 1977. The Renaissance and Reformation: A Short History, New York: McGraw Hill

. Nimmo, Dan. 1978. Political Communication and Public Opinion in America, California: Goodyear Publishing Company

. Nimmo, Dan and Sanders, Keith R, (ed).1981. Handbook of Political Communication, Beverly Hill California: Sage Publication

. Nickels, William C. 1984 Marketing Communication and Promotion: Text and Cases, Canada: John Wileys and Son Inc.

. Ormrod, Robert P. 2005. A conceptual model of political market orientation, Journal of Non Profit and Public Sector Marketing, Vol.14

. Saggar, Shamit, “Race and Political Behavior,” in Russel J Dalton and Hans-Dieter Klingermann. 2009. The Oxford Handbook of Political Behavior, New York: Oxford University Press

. Sutopo. 2002. Metodologi Penelitian Kualitatif Dasar Teori dan Terapannya Dalam Penelitian, Surakarta: Sebelas Maret University Press

. Siune, Karen and Kline, F. Gerald, “ Communication, Mass Political Behavior and Mass Society, in Steven H.Chaffee, (ed), 1975, Political Communication Issues and Strategies for Research, Beverly Hills: Sage Publication

. Tanjung, Akbar, 2008, The Golkar Way, Jakarta: Gramedia Pustaka Utama

. Zukin, Cliff, “ Mass Communication and Public Opinion,” in Nimmo, Dan and Sanders,Keith R, (ed), 1981, Handbook of Political Communication, Beverly Hill California: Sage Publication


Refbacks

  • There are currently no refbacks.


International Conference On Law, Business and Governance (ICon-LBG)
Bandar Lampung University
ISSN: 2339-1650