The Effectiveness of Using Digital Media as a Communication Channel for PAN in Mobilizing Millennial Voter Support in North Sumatra

zulfahmi zulfahmi

Abstract


Millennial voters play a significant role in securing votes for PAN, particularly in North Sumatra. PAN has demonstrated its resilience within the Indonesian political landscape, specifically in North Sumatra's political arena. This success stems from the party's continuous efforts to cultivate its public image, both in the lead-up to elections and during the post-election period. Accordingly, this article examines the effectiveness of digital media as a communication channel for PAN in mobilizing millennial support in North Sumatra. The study employs a descriptive approach, focusing on qualitative data to analyze how PAN utilizes digital media to garner votes from the millennial demographic. The research subjects and key informants comprise the executive leadership of the PAN Regional Leadership Council (DPW) in North Sumatra. The effectiveness of this digital media strategy is evident in PAN's ability to produce engaging visual content such as infographics, short videos, and memes that simplifies complex political messages, making them more accessible to millennial voters. Furthermore, the party fosters two-way interaction on social media, allowing it to listen to voter expectations, provide direct responses, and adjust campaign strategies based on the feedback received. The use of digital analytics also enables PAN to gauge voter engagement levels, allowing for the continuous refinement and optimization of communication strategies to achieve better results.


Keywords


Effectiveness, Digital Media, Communication Channels, Millennial Voices

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DOI: https://doi.org/10.55311/aioes.v7i2.418

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