Abstract
Legislative elections
2009 followed by many political parties which purported to intense competition
among political parties in the struggle for the vote. All the strategies, tactics, and methods are used by all political
parties to win the election. Therefore, the role of communication and media are very
important. This study aims to identify strategies of political communication
Prosperous Justice Party (PKS) in legislative elections in 2009. This research
was conducted at the PKS Board's Region of Yogyakarta with qualitative descriptive
method and interactive analysis. The results of this study show that PKS election winning strategy formulated in
the four stages of action: first, PKS
heard; second, PKS invites; third, PKS talk; and fourth, PKS win. In carrying out the fourth stage of
the action, the PKS
using a strategy of political communication with the approach of interpersonal
communication, public communication,
and mass communication. The role of political communication strategies applied by the PKS in 2009 impressed the
legislative elections less significant impact on the party vote. This is,
heavily influenced by various factors, such as the number of money politics were done by other parties
and populist government policies such as reduction of fuel oil and direct cash assistance, which was more profitable democrat party. So the Democratic votes rose 300% in the
general election in 2009 than in 2004 elections,
otherwise the
other major political parties tend to decrease the acquisition of voice and
only a relatively slight increase PKS.
(Keywords: Political communication, Political parties, Media, Society).
