KOMUNIKASI POLITIK BERBASIS BUDAYA LOKAL (Studi Kasus pada Organisasi Kesukuan Etnis Melayu dan Pakpak dalam Kampanye Politik pada Pemilu Legislatif dan Presiden Tahun 2024)

This study aims to determine how local culture-based political communication through political messages and social construction is carried out by the administrators of ethnic Malay and Pakpak ethnic organizations in political campaigns in the 2024 Legislative and Presidential elections. The theory used in this study is the theory of social reality construction by Peter L. Berger and Thomas Luckmann. This study uses a constructivist paradigm with a qualitative descriptive approach, and the type of research is a case study. The research informants were the administrators of the New Malay Association of Indonesia (MABIN) and the Pakpak Community Association (HIMPAK) and the community representing these ethnic groups. The focus of the research was on organizational activities in political campaigns for the 2024 legislative and presidential elections. The research findings explain that MABIN and HIMPAK play a very important role in strengthening community political participation through a more contextual approach that is connected to everyday life. Both organizations combine their local cultural values with the political process to help people understand politics more naturally and in accordance with the cultural identity they have long held. For MABIN, viewing the 2024 election is more about prioritizing inclusive politics, not getting caught up in sectoral politics or narrow identities, but rather focusing more on the national agenda that carries unity and togetherness. Meanwhile, for HIMPAK, integrating local wisdom into the political process encourages more culturally aware political participation. So that politics is not only seen in a pragmatic framework, but in a framework that is more related to the cultural and moral values that they hold firmly. The activities of MABIN and HIMPAK organizations in the political campaign events in the 2024 election not only combine traditional values with modern socio-political dynamics but also bridge the gap between politics and people's daily lives. This helps create more active political participation, strengthen national unity, and maintain Indonesia's cultural identity in the era of globalization.