Becoming Relevant in the Generation Z Era: A Study of PKS’ Political Communication Strategy in the 2024 Election
Keywords:
Political Communication, Generation Z, PKS, Social Media, FramingAbstract
The 2024 election is a new challenge for political parties in Indonesia to reach Generation Z, a group of young voters who have the characteristics of digital natives, are critical of information, and value authenticity. This study examines the political communication strategy of the Prosperous Justice Party (PKS) in reaching Gen Z through social media. With a qualitative approach and intrinsic case study, data were collected through digital content analysis, in-depth interviews, ethnographic observation, and documentation. Using Brian McNair's political communication theory framework and Robert Entman's framing theory, the results of the study show that PKS adapts a message strategy through visual narratives, emotional approaches, and digital participation to build a relevant party image in the eyes of Gen Z. Despite the increase in digital interaction and online community involvement, this strategy still faces challenges in reaching the more pluralist and progressive Gen Z segment. This study concludes that the success of political communication in the digital era depends not only on technology but also on the party's ability to understand the values and communication styles of the younger generation authentically and substantially.
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