Political Marketing itu “Menjual Figur”

Pengamat komunikasi politik Heri Budianto mengatakan bahwa secara general masyarakat kini sudah krisis kepercayaan terhadap partai politik (Parpol). Itu dikarenakan kegagalan Parpol dalam menjalankan kaderisasi yang baik serta banyaknya partai yang terlibat kasus korupsi telah membuat masyarakat lebih memilih ketokohan figur, dan tidak begitu mementingkan profil parpol. “Secara umum masyarakat lebih memilih seorang tokoh figur dibandingkan partai politiknya,” ujarnya.

Dirinya juga menyebutkan ketokohan figur telah “memanjakan” partai sejak era reformasi bergulir. Contoh ada Almarhum Gus Dur di Partai Kebangkitan Bangsa (PKB), meski dia sudah tidak ada tapi figur atau tokohnya masih melekat hingga sekarang. Ada Susilo Bambang Yudhoyono (SBY) di partai Demokrat, dan masih banyak lagi tokoh atau figur yang membawa parpol mampu menarik massa. “Fenomena ketokohan memang mengemuka pascareformasi dan ketika sistem demokrasi kita terapkan. Dan itu mampu membawa massa dalam partainya,” imbuhnya.

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From campus to Red-and-White Coalition

What does it mean to be an “Islamist” after the 2014 general election, which put Islamic-based political parties, primarily the Prosperous Justice Party (PKS), in the opposition camp in the current political constellation?

Several months ago, from a discussion held by several Islamic student activists in Yogyakarta, I came away with the impression that “political Islam” should be transformed, not only on the basis of morality, as their predecessors did in the 1990s, but also to attain the political power that they are obsessed with nowadays.

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Basics of political marketing to target young voters in 2014 elections

The primary aim of political warfare is to win votes, by building preference and shaping perception. The challenge of preference building has to be accomplished in a short period of time. This is not classic marketing warfare; marshalling the 4Ps. Marketing in politics is more about the 4Cs: cause, constituency, comparative advertising and celebrity endorsements. 

Cause is the start point: what does the party stand for? Why does this party exist? What does the PM candidate stand for? There are many causes on offer: secular, development, safety, jobs, prices, pride, honesty and governance. This election will see multiple voter segments. 
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Ide Konfederasi Disambut Positif

Jakarta, Kompas – Langkah Partai Gerakan Indonesia Raya membentuk konfederasi dengan enam partai politik lain perlu dihargai dan disambut positif. Bahkan, langkah itu harus ditindaklanjuti dengan memperjuangkan masuknya gagasan konfederasi dalam RUU Partai Politik.

”Langkah Gerindra membuktikan bahwa gagasan konfederasi mulai diterima. Kami berharap Gerindra membantu Partai Amanat Nasional (PAN) memperjuangkan masuknya gagasan itu dalam revisi paket RUU (rancangan undang-undang) politik,” kata Ketua PAN Bima Arya Sugiarto, Senin (1/11) di Jakarta.
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