Komunikasi Strategis dalam Pemilihan Umum Kepala Daerah Studi Kasus: Kampanye Pasangan Widya Kandi- M. Mustamsikin dalam Pemilihan Bupati Kendal 2010
STRATEGIC COMMUNICATION IN LOCAL GENERAL ELECTION (CASE STUDY: WIDYA KANDI-M. MUSTAMSIKIN'S CAMPAIGNIN KENDAL 2010 LOCAL GENERAL ELECTION) Abstract Widya Kandi-Mustamsikin's winning in Kendal 2010 local general election is a unique case in Indonesia. The uniqueness was mainly due to the ab...
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| Format: | Academic Paper |
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2011-05-12.
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| Online Access: | http://eprints.undip.ac.id/38437/ |
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| Summary: | STRATEGIC COMMUNICATION IN LOCAL GENERAL ELECTION (CASE STUDY: WIDYA KANDI-M. MUSTAMSIKIN'S CAMPAIGNIN KENDAL 2010 LOCAL GENERAL ELECTION) Abstract Widya Kandi-Mustamsikin's winning in Kendal 2010 local general election is a unique case in Indonesia. The uniqueness was mainly due to the ability to defeat incumbent and Widya Kandi's track record that invites controversy. Widya Kandi's husband Kandi, Hendy Boedoro, is convicted of corruption in regional budgets when he became head of regent in Kendal Kendal and still in prison until now. Through the Elaboration Likelihood Model (ELM) from Petty and Caccioppo, researcher try to provide a comprehensive picture of Widya Kandi-Mustamsikin's strategic communications and how their voters as recipients processedpersuasive communication. ELM showed route of persuasive communication processing performed by the receiver. Message recipients who werehighly motivated and have high ability to process information usedcentral route for processing. Message recipients whose motivation and ability to process information were low, used peripheral route that did not involve critical thinking to evaluate the message. Persuasive communication consists of messages and strategic communications activities. The research results showed message that had been built by campaign team and received by voter associated with Widya Kandi-Mustamsikin, Hendy Boedoro, and Nurmakesi. Strategic communication activities conducted through public relations (PR), advertising, debates, and speeches. PR became the dominant activity toraise voters's support while advertising was mainly to increase awareness. Campaign actors send peripheral and central cue to get vote as manyas possible. The voters from the beginning have the option which messages to be processed. Voters Informantswere highlymotivated and had high ability to process persuasive message. But they used peripheral and central routes at the same moment. The combination of two routesprovide permanent as well as emotional attitude to support Widya Kandi. Keywords: Strategic Communications; Central Route; Peripheral Route KOMUNIKASI STRATEGIS DALAM PEMILIHAN UMUM KEPALA DAERAH (STUDI KASUS: KAMPANYE PASANGAN WIDYA KANDI-M. MUSTAMSIKIN DALAM PEMILIHAN BUPATI KENDAL 2010) Abstrak Kemenangan pasangan Widya Kandi-Mustamsikin dalam Pemilukada Kendal 2010 merupakan kasus unik di Indonesia. Keunikan kemenangan tersebut terutama karena kemampuan mengalahkan kandidat petahana dan rekam jejak Widya Kandi yang mengundang kontroversi. Suami Widya Kandi, Hendy Boedoro, merupakan terpidana kasus korupsi APBD Kendal saat menjabat menjadi bupati Kendal dan masih ditahan hingga kini. Melalui Elaboration Likelihood Model (ELM) dari Petty dan Caccioppo, peneliti mencoba memberikan gambaran komprehensif komunikasi strategis yang dilakukan oleh Widya Kandi-Mustamsikin dan bagaimana pemilih Widya Kandi sebagai penerima memproses komunikasi persuasif. ELM menunjukkan jalur pemrosesan komunikasi persuasif yang dilakukan oleh penerima pesan. Penerima pesan yang memiliki motivasi dan kemampuan memproses informasi tinggi menggunakan jalur sentral untuk memproses. Penerima pesan yang motivasinya dan kemampuan memposes informasinya rendah, menggunakan jalur berpikir periferal yang tidak melibatkan sikap berpikir kritis untuk mengevaluasi pesan. Komunikasi persuasif terdiri dari pesan dan aktivitas komunikasi strategis. Hasil penelitian menunjukkan pesan yang dibangun tim kampanye dan diterima pemilih terkait dengan Widya Kandi-Mustamsikin, Hendy Boedoro, dan Nurmakesi. Aktivitas komunikasi strategis dilakukan dengan public relations (PR), iklan, debat kandidat, pidato. PR menjadi aktivitas dominan untuk mendapatkan dukungan pemilih sementara iklan untuk meningkatkan awareness. Pelaku kampanye mengirimkan isyarat periferal dan sentral untuk mendapatkan sebanyak mungkin dukungan pemilih. Sehingga pemilih sejak awal punya pilihan untuk memproses pesan persuasif yang mana. Informan pemilih memiliki motivasi dan kemampuan memproses pesan persuasif yang tinggi. Tetapi mereka menggunakan jalur periferal dan sentral secara bersamaan. Perpaduan penggunaan kedua jalur tersebut membuat pemilih Widya Kandi memiliki sikap mendukung yang permanen sekaligus emosional. Kata kunci: Komunikasi Strategis; Jalur sentral; Jalur periferal. |
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| Item Description: | http://eprints.undip.ac.id/38437/1/Cover.pdf http://eprints.undip.ac.id/38437/2/Bab_1.pdf http://eprints.undip.ac.id/38437/3/Bab_2.pdf http://eprints.undip.ac.id/38437/4/Bab_3.pdf |