Political Communication Strategy of Ethnic Minorities to Ethnic Majority in the 2019 Regional Head Election of West Sulawesi Province

Abstract

Political communication is very supportive in influencing voters' alignment with politicians in general election activities. Every politician must have an effective communication strategy to be able to win elections. This study aims to analyse the political communication strategy of ethnic minorities to the ethnic majority in the election of regional heads of South Sulawesi Province. The method used in this research is descriptive qualitative. Sources of primary data were obtained from interviews with informants, and to support the primary data were studied from documents related to this research. The results of this study indicate that the political communication strategy of ethnic minorities can be seen from both good and bad sides, both in this case, namely with the aim of improving natural and social conditions, it is considered bad by the community because political communication is used only for election purposes. Ethnic minorities are expected to be more adaptive to their political activities, and not leave a bad impression on society.