Political Communication Strategy in the 2024 East Java Gubernatorial Election: An Analysis Based on Harold Lasswell's Communication Model
DOI:
https://doi.org/10.21111/ettisal.v10i02.22Keywords:
Political Communication, Lasswell Model, Campaign Strategy, Hybrid Media, Local Election, Campaign TeamAbstract
This study examines political communication strategies in the 2024 East Java gubernatorial election using Harold Lasswell’s Communication Model as the analytical framework. A qualitative descriptive approach was employed through in-depth interviews, field observations, and document analysis. The findings show that effective political communication is built on social trust, cultural values, and adaptability to digital media. Candidate campaign teams combined face-to-face interactions with online media to deliver their messages. Analysis of Lasswell’s five elements—Who, Says What, In Which Channel, To Whom, and With What Effect—demonstrates that campaign success depends on communicator credibility, message relevance, and emotional connection with the public. The results align with previous studies emphasizing the importance of integrating online and offline communication to enhance political participation. Overall, the study highlights that political communication success goes beyond message strength; it also relies on authenticity, ethics, and public engagement. These findings expand Lasswell’s theory by showing its relevance in the digital era and its contribution to strengthening local democracy in Indonesia.
References
Afonso, F., Rita, P., & António, N. (2025). Using candidates’ tweets to predict an election outcome. Political Research Quarterly, 78(1), 323– 340.https://doi.org/10.1177/106591 29231156745
Ariandi K. (2024). Officially Announced, These are the Serial Numbers for the 2024 Candidates for Governor and Deputy Governor of East Java. BICARAINDONESIA.Id.
Arifin, A. (2022). Komunikasi Politik dan Struktur Sosial di Indonesia: Studi pada Dinamika Pesantren dan Kekuasaan Lokal. Yogyakarta: Pustaka Pelajar.
Ariq Muhtaram, K., Suryo Sarjono, H., & Kusumo Aji, H. (nd). SUKOHARJO KPU COMMUNICATION STRATEGY IN REDUCING ABSTINENCE OF PRESIDENTIAL AND VICE PRESIDENTIAL CANDIDATES IN THE 2024 GENERAL ELECTION AMONG GEN Z.
Azmi, F. (2024). Official! Risma and Gus Hans Register for the 2024 East Java Gubernatorial Election. Detiknews.
Beatrix, C. (2024). Three Srikandi Compete in the East Java Regional Election, Here's the Spotlight from a Lecturer at Airlangga University's Faculty of Social and Political Sciences. IBenews.Id.
2914/35632
Belseran, M., Tjoanda, S., & Yusuf, L. (2025). Narasi Politik Nilai dalam Kemenangan Sherly Tjoanda pada Pilkada Maluku Utara. Jurnal Komunikasi dan Demokrasi, 7(1), 55–73.
Creswell, J. W. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (4th ed.). Sage Publications.
Creswell, J. W., & Creswell, J. D. (2017). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). Sage Publications.
Effendy, O. U. (2020). Ilmu Komunikasi: Teori dan Praktek. Bandung: Remaja Rosdakarya.
Faizal, A., & Rusiana, DA (2024). The First Grand Campaign of the East Java Regional Election: Luluk in Jombang, Khofifah-Risma Choose Jember. KOMPAS.Com.
Faizal, A., & Wadrianto, GK (nd). Luluk-Lukman Pair Accompanied by Cak Imin to Register with the East Java KPU. 2024.
Habibi, M., Pratama, P., Efendi, E., Sumatera, N., & 1&2, U. (2024). Ganjar Pranowo's Digitalization Communication Strategy Towards the 2024 Presidential Election. 12(1), 1–18.
Hassan, T. (2020). Lasswellian Model and Process of Mass Communication in Nigeria.https://doi.org/10.13140/R G.2.2.21956.99203
Heryanto, A. (2010). Dasar-Dasar Ilmu Komunikasi. Jakarta:Prenadamedia.
Kontu, F., Pesak, S., Public Administration Science, J., & Social and Political Sciences, F. (2024). Political Communication Strategy in Prabowo-Gibran's Victory in the 2024 Presidential Election. In Societas: Journal of Administrative and Social Sciences (Vol. 13, Issue 2). http://ejournal.unmus.ac.id/index.p hp/societas
Kusmala, M., Nur, MJ, & Riyayanatasya, YW (2024). Communication Strategy of the Mataram City General Election Commission (KPU) to Increase Participation of First-Time Voters in Exercising Their Voting Rights in the 2024 General Election.
Lasswell, H. D. (1948). The structure and function of communication in society. In L. Bryson (Ed.), The communication of ideas (pp. 37– 51). Harper & Brothers.
Liu, Y.-I. (2019). Online and offline communication and political knowledge and participation in presidential campaigns: Effects of geographical context. International Journal of Communication, 13, 24– 45.
Luas, AF, Sondakh, M., & Londa, JW (2020). GOVERNMENT COMMUNICATION STRATEGY IN SUPPORTING PROGRAMS.
McNair, B. (2017). An Introduction to Political Communication (6th ed.). Routledge.
McQuail, D. (2010). McQuail’s Mass Communication Theory (6th ed.). London: SAGE Publications.
Miles, M. B., & Huberman, A. M. (2014). Qualitative Data Analysis: A Methods Sourcebook (3rd ed.). Sage Publications.
Mukharomah, N., & Lenggana, WF (2024). Political Communication Strategy of the Anies-Amin Election Success Team in Building Public Support through Twitter. In Indonesian Journal: Informatics and Communication Management (JIMIK) (Vol. 5, Issue 3). https://journal.stmiki.ac.id
Muslimin, K. (2020). Political Communication Textbook (Revised). Lingkar Media. https://books.google.co.id/books?id =4yjGDwAAQBAJ&printsec=fron tcover&hl=id#v=onepage&q&f=fal se
Nancy, Y. (2024). Complete List of Candidate Pairs for the 2024 East Java Gubernatorial Election and Their Supporting Parties. Tirto.Id.
Nizamuddin, Aznan, K., Ashoer, M., Nuramini, A., Dewi, I., Abrory, M., Pebriana, PH, Basalamah, J., & Sumianto. (2019). RESEARCH METHODOLOGY; THEORETICAL AND PRACTICAL STUDY FOR STUDENTS.
Putra, A., & Lestari, R. (2023). Model Komunikasi Politik Kolaboratif dalam Pemilu Serentak di Indonesia. Jurnal Mukasi: Media Komunikasi dan Sosial Interaktif, 4(2),45–58. https://journal.yp3a.org/index.php/ mukasi/article/view/2364
Putri, DL, & Nugroho, RS (2024). KPU Holds Regional Elections in 37 Provinces and 508 Regencies/Cities, Here's the List. KOMPAS.Com.
Rahmawati, N. (2023). Segmentasi Pemilih dan Komunikasi Politik di Jawa Timur: Pendekatan Kultural dan Gender. Surabaya: Airlangga University Press.
Reveilhac, M. (2025). The influences of political strategies and communication styles on political candidates’ online and offline visibility. Journal of Political Marketing, 24(4), 240–259. https://doi.org/10.1080/15377857.2 025.1234567
Rayyan, M., & Siregar, F. (2024). Transformasi Komunikasi Politik di Era Digital: Analisis Peran Media Sosial dalam Pembentukan Opini Publik. JETISH: Jurnal Etika dan Teknologi Sosial Humaniora, 5(1), 33–47. https://rayyanjurnal.com/index.php /jetish/article/view/3369
Rinanda, H. (2024). Supported by 15 Parties, Khofifah-Emil is the First Candidate Pair to Register with the East Java KPU. Detikjatim.
Rush, M., & Althoff, P. (1997). Pengantar Sosiologi Politik. Jakarta: RajaGrafindo Persada.
Schwitter, N. (2024). Trust-Based Political Communication in Hybrid Media Environments. Journal of Political Communication Studies, 41(2), 145–163. https://doi.org/10.1080/10584609.2 024.112345
Schwitter, N. (2025). Offline connections, online votes: The role of offline ties in an online public election. New Media & Society, 27(12), 6591– 6611. https://doi.org/10.1177/146144482 41234567
Scott, W. R. (2023). Organization Systems and Their Social Environments. In A. Farazmand (Ed.), Handbook of Comparative and Development Public Administration (pp. 211– 228). Emerald Publishing. https://doi.org/10.1108/978180382 5433-012
Suparno. (2024, October 16). Visiting the Sidoarjo Fruit Market, Khofifah Encourages Traders to Sell Local Fruit. DetikJatim.
Trumm, S. (2022). Online versus offline: Exploring the link between how candidates campaign and how voters cast their ballot. European Journal of Political Research, 61(2),485–502. https://doi.org/10.1111/1475- 6765.12444
Downloads
Published
Issue
Section
License
Copyright (c) 2025 The Author(s)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Ettisal: Journal of Communication is committed to the principle that making research freely available to the public supports a greater global exchange of knowledge.
All articles published in Ettisal are open access and freely available online immediately upon publication, without any subscription or access fees. Readers are allowed to read, download, copy, distribute, print, search, or link to the full texts of the articles, or use them for any other lawful purpose, without asking prior permission from the publisher or the author, provided that the use is non-commercial and the original source is properly cited.
All works published in Ettisal: Journal of Communication are licensed under the Creative Commons Attribution–NonCommercial–ShareAlike 4.0 International License (CC BY-NC-SA 4.0).
This means:
-
Users may share (copy and redistribute) and adapt (remix, transform, and build upon) the material in any medium or format for non-commercial purposes.
-
Appropriate credit must be given to the author(s) and the journal, a link to the license must be provided, and any derivative works must be distributed under the same license.
-
Commercial use of the published material is not permitted without prior written consent from the author(s) and the journal.
Authors retain full copyright to their work and grant Ettisal: Journal of Communication the right of first publication. Authors may also deposit their published articles in institutional repositories or personal websites, acknowledging the journal as the original place of publication.
Through this open access policy, Ettisal: Journal of Communication aims to promote ethical scholarship, knowledge dissemination, and public engagement with communication studies worldwide.
