KERELEVANAN STRATEGI PEMASARAN POLITIK PARTI BERDASARKAN CALON, PARTI, ISU DAN MANIFESTO DALAM PILIHAN RAYA NEGERI 2023

RELEVANCE OF POLITICAL PARTY MARKETING STRATEGIES BASED ON CANDIDATES, PARTIES, ISSUES AND MANIFESTOS IN THE 2023 STATE ELECTIONS

Abstract

Abstrak

Dalam sesebuah negara yang mengguna pakai sistem demokrasi, pemilihan seseorang pemimpin atau wakil rakyat akan dijalankan melalui sistem pilihan raya. Oleh itu, pilihan raya merupakan satu-satunya kegiatan politik yang melibatkan orang ramai. Walaupun proses pengundian merupakan aktiviti yang mudah dan mengambil masa yang singkat, tetapi proses ke arah membuat keputusan semasa mengundi itu mungkin lebih kompleks, mengambil masa yang panjang dan menimbulkan beberapa persoalan. Parti manakah yang patut diundi? Adakah pengundi membuat pilihan berdasarkan pertimbangan dari segi calon, parti, isu atau manifesto? Berdasarkan persoalan tersebut, objektif kajian digariskan untuk menerangkan latar belakang strategi pemasaran politik parti dalam pilihan raya bagi memanipulasi sikap pengundi dalam proses pengundian; mengukur sejauh manakah kerelevanan calon, parti, isu serta manifesto dalam pilihan raya bagi memanipulasi sikap pengundi dalam proses pengundian dan; membentuk strategi pemasaran politik yang berkesan bagi setiap parti politik untuk memenangi pilihan raya. Kajian ini menggunakan kaedah berbantukan linguistik korpus dalam meneliti kata kunci manifesto kempen parti politik dan menggabungkan analisis bahasa serta analisis kandungan manifesto, isu melalui media cetak serta media sosial serta video ucapan calon dan parti dalam kempen yang dilakukan dalam kerangka Teori Pemasaran Politik. Hasil kajian memaparkan sejauh manakah kerelevanan elemen calon, parti, isu serta manifesto yang mempengaruhi sikap pengundi dalam pilihan raya negeri yang diadakan selaku strategi pemasaran politik setiap parti..

Kata Kunci: Demokrasi; manifesto; pemasaran politik; pilihan raya negeri; parti politik

Abstract

In a country that uses a democratic system, the election of a leader or representative of the people will be carried out through an election system. Therefore, elections are the only political activity that involves the public. Although the voting process is a simple activity and takes a short time, but the process towards making a decision while voting may be more complex, take a long time and raise some questions. Which party should I vote for? Do voters make choices based on considerations in terms of candidates, parties, issues, or manifestos? Based on the question, the objective of the study is outlined to explain the background of the party's political marketing strategy in the election to manipulate the voter's attitude in the voting process; measure the extent to which candidates, parties, issues and manifestos are relevant in the election to manipulate voter attitudes in the voting process and; form an effective political marketing strategy for each political party to win elections. This study uses the corpus linguistics-assisted method in examining the keywords of political party campaign manifestos and combines language analysis and content analysis of manifestoes, issues through print media and social media as well as videos of candidate and party speeches in campaigns conducted within the framework of Political Marketing Theory. The results of the study show the extent to which the elements of candidates, parties, issues and manifestos are relevant in influencing voter attitudes in state elections held as a political marketing strategy for each party. 

Keywords: Democratic; manifesto; political marketing; state elections; politial party