Political communication strategy in the election campaign on 14 May 2023 of Move Forward Party.

Abstract

This research aims to study the political communication strategies of the Move Forward Party during the election campaign on May 14, 2023, with four main objectives: 1) to study the methods of target audience identification, 2) to examine the political communication used by the party, 3) to analyze the election campaign, and 4) to investigate the political communication strategies.

This research is a qualitative study utilizing in-depth interviews with 17 key informants to analyze the methods of target audience identification based on various factors such as age, gender, and social status. It also examines the use of different communication channels such as social media, television, and radio. The content analysis includes the presentation of messages, discourse, and the use of language to build credibility and trust, using descriptive analysis to understand trends and meanings from the data.

The research findings conclude that: 1) the Move Forward Party successfully identified target audiences by segmenting them demographically, geographically, behaviorally, psychologically, by usage characteristics, and benefits received, 2) the party employed comprehensive political communication mechanisms involving political organizations, media, and the public, 3) the party had a clear campaign plan with specific goals, timelines, and communication activities aligned with the target audiences, 4) the Move Forward Party utilized diverse communication strategies such as image building, social media usage, direct target audience communication, two-way communication, public relations, content creation, and crisis management.

This study enhances the understanding of political communication strategies and the success of the Move Forward Party in this election.