Incumbent Communication Strategies VS Empty Boxes in Semarang Local Election 2020

Abstract

In the current era of globalization, the existence of new media is very important because the multimedia aspect can be said to be the right means to communicate. Moreover, the presence of new media in the implementation of the Mayor Election of Semarang City (Pilwakot) on December 9, 2020 then became one of the alternative means of communication that was considered effective and efficient in the election campaign, particularly since the implementation of Mayor Election occurred in the midst of the Covid-19 pandemic. The implementation of the 2020 Regional Head Election in Semarang City is regulated in the Regulations of General Election Commission or PKPU Article 58 PKPU Number 13 of 2020. In this regard, this study was conducted to identify the political communication strategy used by the incumbent in winning the 2020 Semarang City Election. This study used descriptive qualitative research methods with data collection through semi-structured interviews, literature studies and studies of the content of social media messages. The research findings show that several strategies were used by Hendi-Ita to fight against empty boxes. First is through the Success Team strategy. Second is the strategy of Hendi-Ita Supporting Community in each region. Third is the strategy for using new media in the midst of Covid-19 pandemic, such as Facebook, Instagram, Twitter, and online news media. Fourth is the Digital Campaign by utilizing existing social media through the accounts @smg-hit, @hendi_ita, and @rehita_hebat @hendrarprihadi @mbakitasmg and also through the campaign box. Keywords: