CURRENT POLITICAL COMMUNICATION VIA SOCIAL MEDIA OF THE MOVE FORWARD PARTY.

Abstract

          This research aimed to study the political communication strategies via social media of the Move Forward Party that affect current support. The research was qualitative, using an interview form to analyze documents and in-depth interviews with 9 key informants directly involved. The triangulation process was used to analyze data by interpreting and inductively constructing conclusions. The content analysis obtained from documents and interviews took into account the context and used descriptive text writing. The research results found that the Move Forward Party effectively uses political communication strategies via social media to reach and build relationships with various target groups. The Move Forward Party realizes the importance of adjusting content and messages to suit the characteristics of each group, whether they are teenagers, the elderly, or groups interested in environmental issues. Adjusting content to match the interests and needs of each group of followers helps to attract more attention and build more confidence in the party. In dealing with the social media crisis, the Move Forward Party responded quickly and effectively to maintain the party's image and confidence. Giving people the opportunity to express their opinions and suggestions also helps the party better adapt to the needs of the people. The strategy that led the Move Forward Party to gain a large number of votes in the 2023 election was the Move Forward Party's use of social media as its main channel to communicate and build relationships with voters. This allowed the Move Forward Party to attract young people who are eager to change society with a friendly and approachable image, as well as an emphasis on trust and transparency. To ensure the party's honesty, the Move Forward Party also offers new approaches to solving political problems, such as social development, educational development, economic reform, and solving inequality, reducing inequality, and amending the same-sex marriage law. This strategy has made the people confident and decide to choose the Move Forward Party to govern the country.