PENDEKATAN ETNIS DALAM KOMUNIKASI POLITIK PILEG 2024 KABUPATEN PASURUAN (STUDI ETNOGRAFI PADA ANDRI WAHYUDI CALEG DAPIL 6 KABUPATEN PASURUAN)

The 2024 simultaneous elections in Indonesia provide a strategic platform for legislative candidates to utilize ethnic approaches in political communication as an effort to gain public support. This research aims to identify the role of ethnicity in the political communication conducted by Andri Wahyudi, a candidate for the Regional People's Representative Council (DPRD) of Pasuruan Regency from Electoral District 6. Using an ethnographic approach, the study explores how local cultural values, ethnic symbols, and communication strategies based on customs and traditions are applied to build emotional connections with the multicultural community in the region.

The results show that Andri Wahyudi successfully integrated ethnic elements into various aspects of his campaign, such as the use of cultural symbols (sarong, songkok, red clothing), participation in local traditions (village feasts, tahlilan), and language adaptation in communication. This approach not only reflects his commitment to local values but also builds strong public trust. Furthermore, the success of his political communication strategy was supported by innovations in social media and tangible programs, such as assistance for Uninhabitable Houses (RTLH) and training for women's organizations (PKK), which highlighted direct impacts on the community.

This research concludes that the ethnic approach significantly contributes to building effective political communication in regions with ethnic diversity. These findings provide valuable insights for political practitioners in designing more inclusive and culturally-based strategies to enhance electability in the future.