Political parties, communication strategies, and public opinion after the 2024 regional elections

Sjoraida, D. F.; Wibowo, K. A.; Perbawasari, S.; Subekti, P.

Political parties, communication strategies, and public opinion after the 2024 regional elections

Articles in Press, Accepted Manuscript
Available Online from 16 June 2026

International Journal of Human Capital in Urban Management

Document Type : ORIGINAL RESEARCH ARTICLE

Authors

D. F. Sjoraida

K. A. Wibowo

S. Perbawasari

P. Subekti

Department of Public Relations, Faculty of Communication Sciences, Universitas Padjadjaran, Bandung, Indonesia

Abstract

BACKGROUND AND OBJECTIVES: Political parties played a strategic role in preparing and promoting candidates for the 2024 regional head elections in Indonesia, which were held nine months after the presidential election. The political dynamics from the presidential contest were expected to influence public perception and candidate selection at the regional level. This study examined the role and political communication strategies employed by political parties to promote their cadres in the 2024 regional elections.
METHODS: This research adopted a mixed-methods approach, combining qualitative methods—interviews, observations, and literature studies—with quantitative analysis through surveys distributed to 117 respondents across West Java. The qualitative component explored communication patterns and internal strategies, while the quantitative component measured public opinion and media preferences.
FINDINGS: The survey results revealed that 42.7% of respondents supported PKS, followed by Gerindra (16.2%), PDIP (10.3%), Golkar (8.5%), and PKB (6%). Social media was the most utilized political communication channel, with 76.9% of respondents accessing messages through Instagram (61.5%) and TikTok (14.5%). Most political parties preferred to promote native cadres and conducted face-to-face campaigns in addition to digital outreach. The data showed that message consistency and community proximity were key variables influencing voter trust.
CONCLUSION: Political parties in West Java employed relatively similar communication strategies, integrating both digital and conventional media channels. Despite the proximity of the presidential election, its residual effects on public opinion during the regional elections appeared limited, due to the overlapping coalitions among parties. Internal cadre strengthening and social media engagement were pivotal in shaping favorable public perceptions.

Keywords

Cadre recruitment

electoral strategy

media engagement

voter perception

youth political behavior

Subjects

Urban communications and services

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