Ethnic Entities in Political Messages to Voters Behavior

DOI

10.2991/assehr.k.200818.003How to use a DOI?

Keywords

Ethnic Entities, Political Messages, Voter Behavior

Abstract

Medan City is a city inhabited by various ethnic groups, both native Indonesian tribes and ethnic groups from other nations. Even though Medan City is Identical with Malay tribe, currently Malay tribes in Medan City are not the dominant tribes. Ethnic diversity contained in the city of Medan, has its own approach and strategy that cannot be avoided from any general election momentum. Ethnic entities always accompany every political message conveyed by candidate to be known and influence voters. Therefore, this research study looks at how ethnic entities in political messages influence voter behavior. The study was conducted with a quantitative approach with data collection techniques through questionnaire aids conducted to 400 respondents. Data analysis technique is done through a single table description analysis. The results found that 56.25% of respondents said they had seen or knew that candidates for legislative candidates used tribal language oy symbols in socializing themselves. Where 83.11% of respondents stated that the use of ethnic entities in the socialization carried out by the candidates helped voters to know and know the candidates. From 83.11% of the respondents, 38.51% of respondents stated that the use of ethnic entities by the candidate gave consideration to respondents to determine their political choices. The use of ethnic entities is one of the most effective ways to socialize themselves and the programs that will be offered to voters. This approach through ethnic entities depends very much on how the message is delivered in accordance with what is expected by the voters.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Abrar Adhani
AU  - Akhyar Anshori
PY  - 2020
DA  - 2020/08/19
TI  - Ethnic Entities in Political Messages to Voters Behavior
BT  - Proceedings of the 2nd Jogjakarta Communication Conference (JCC 2020)
PB  - Atlantis Press
SP  - 11
EP  - 13
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200818.003
DO  - 10.2991/assehr.k.200818.003
ID  - Adhani2020
ER  -