POLITICAL COMMUNICATION STRATEGY IN THE VICTORY OF NEWCOMER CANDIDATES IN THE 2024 ELECTION

Authors

• Subhan Agung, Department of Political Science, Faculty of Social and Political Science, Siliwangi University, Tasikmalaya, IndonesiaFollow
• Riska Sarofah, Department of Political Science, Faculty of Social and Political Science, Siliwangi University, Tasikmalaya, IndonesiaFollow
• Alex Abdu Chalik, Department of Political Science, Faculty of Social and Political Science, Siliwangi University, Tasikmalaya, IndonesiaFollow
• Rino Sundawa Putra, Department of Political Science, Faculty of Social and Political Science, Siliwangi University, Tasikmalaya, IndonesiaFollow
• Akhmad Satori, Department of Political Science, Faculty of Social and Political Science, Siliwangi University, Tasikmalaya, IndonesiaFollow

Abstract

This study examines the political communication models behind the success of "newcomer" candidates from Partai Gerakan Indonesia Raya (Gerindra) and Partai Demokrasi Indonesia-Perjuangan (PDI-P) in the 2024 legislative election in Tasikmalaya Regency. The research addresses a gap in existing literature which tends to analyze political marketing, digital campaigns, candidate image, or incumbent efforts in isolation by highlighting how newcomers integrate various assets such as credibility, emotional connection, and rational approaches. It also offers findings that diverge from previous studies focused on campaign team strength, mass-oriented strategies, and economic capital (money politics); instead, it emphasizes the power of personal communication through the lens of political communication concepts (ethos, pathos, and logos). A qualitative research design was employed, utilizing data from in-depth interviews with elected candidates and party officials, observations, and document analysis regarding candidate recruitment and election results. The findings indicate that the newcomers' victories can be explained through three interconnected dimensions of political communication: personal credibility (derived from experience, reputation, and community engagement); relationship-building (interpersonal connections and emotionally resonant communication); and rational approaches (articulating the candidate's vision and role). The study also highlights the significance of past electoral failures, which served as valuable assets for identifying opportunities to secure victory in the 2024 election; the candidates were not truly new to the political arena but were, in fact, seasoned veterans of previous contests. Ultimately, a combination of effective political communication and optimal marketing strategies played a pivotal role in the candidates' success.

Recommended Citation

Agung, Subhan; Sarofah, Riska; Chalik, Alex Abdu; Putra, Rino Sundawa; and Satori, Akhmad (2026) "POLITICAL COMMUNICATION STRATEGY IN THE VICTORY OF NEWCOMER CANDIDATES IN THE 2024 ELECTION," Jurnal Wacana Politik: Vol. 11: Iss. 3, Article 11.
DOI: https://doi.org/10.24198/jwp.v11i3.11
Available at: https://journal.unpad.ac.id/wacanapolitik/vol11/iss3/11