STRATEGI KAMPANYE ANTI-FEMINISME YOON SEOK-YOOL DALAM PILPRES 2022 DI KOREA SELATAN

Gender issues often become a tool in every political contestation in countries that have not achieved gender equality. Likewise, in South Korea, there is still a strong patriarchal culture and the subordination of women as humans, especially in socio-political aspects. The political campaign carried out by on of the presidential candidates, Yoon Seok-Yeol from the People Power Party (PPP), promised to abolish the Ministry of Gender Equality dan Family because it did not have a high work ethic and was gender unfair. The deletion sparked renewed debate between voters young and old and both men and women. This institution has been around for a long time and has made a significant contribution to the struggle for gender equality in South Korea. This research uses a descriptive qualitative method that attempts to search, sort, and collect relevant information and relies on the author’s analytical strength. By using Dan Nimmo’s concept of Political Communication and Sara Mills’s Critical Discourse Analysis (CDA), the author tries to answer the campaign strategy carried out by Yoon and PPP which used anti-feminist issues to gain votes. The research results obtained were that Yoon and PPP deliberately divided young men and women because they became the voting base of their opposing political. So it promises to abolish the Ministry of Gender Equality and Family in order to attract votes from young men.