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All Journal JUSS (Jurnal Sosial Soedirman) PARAPOLITIKA: Journal Of Politics and Democracy Studies
Dea Amanda Sembiring
Universitas Sumatera Utara
Humanities Social Sciences

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The Transformation of Campaign Media and Its Impact in the Binjai City Regional Election Indra Fauzan; Ira Rizka Aisyah Lubis; Riky Ovaliansyah Harahap; Dea Amanda Sembiring
JUSS (Jurnal Sosial Soedirman) Vol 9 No 1 (2026): JUSS (Jurnal Sosial Soedirman)
Publisher : Fakultas Ilmu Sosial and Ilmu Politik Universitas Jenderal Soedirman

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20884/juss.v9i1.20440

Abstract

Abstrak: The transformation of campaign media in the digital era has led to the assumption that social media is the dominant factor in shaping voter preferences. Based on this premise, this study aims to analyze the transformation of campaign media and its influence on voter preferences in the 2024 Binjai mayoral election. This research employs a political communication approach using a quantitative survey method across various campaign media channels, including social media, mass media, print media, and other platforms. The findings indicate that conventional media, such as billboards and banners, continue to have a significant influence despite the increasing use of social media. Campaign media operate in a complementary manner in shaping candidate images, indicating that the effectiveness of campaign strategies depends on cross-platform synergy.
Patronase Politik sebagai Bentuk Rasionalitas Pemilih dalam Pemilihan Kepala Daerah Kota Binjai Tahun 2024 Riky Ovaliansyah Harahap; Indra Fauzan; Ira Rizka Aisyah Lubis; Dea Amanda Sembiring
Parapolitika: Journal of Politics and Democracy Studies Vol. 7 No. 2 (2026): PARAPOLITIKA: Journal of Politics and Democracy Studies
Publisher : Program Studi Ilmu Politik

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33822/jpds.v7i2.14359

Abstract

This study examines voters’ tendencies to consider direct benefits, candidate programs, candidates’ experience, and evaluations of government performance when determining their political choices in the 2024 Binjai Mayoral Election. The election was characterized by the presence of political patronage, in which political relations between candidates and voters were established not only through ideological and programmatic considerations but also through exchanges of benefits and considerations of the advantages received by voters. Therefore, this study aims to analyze political patronage as a form of voter rationality by examining how political preferences, political affiliations, candidate experience, and evaluations of incumbent performance are associated with voters’ political behavior. This study employs a quantitative approach using a survey of 1,200 respondents in Binjai City selected through multi-stage random sampling, drawing on Rational Choice Theory and the concept of selective incentives. The findings indicate that political patronage in the 2024 Binjai Mayoral Election is associated with voters’ pragmatic considerations regarding the benefits expected from candidates. This study contributes to the literature on voting behavior by demonstrating how the concept of selective incentives can be applied to explain benefit-oriented considerations in electoral behavior within the context of local politics in Indonesia.
Co-Authors Indra Fauzan Ira Rizka Aisyah Lubis Riky Ovaliansyah Harahap