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Abdul Rahman
Universitas Mercu Buana, Jakarta, Indonesia
Arts Languange, Linguistic, Communication & Media Social Sciences Other

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LOCAL CULTURE BASED POLITICAL COMMUNICATION: CANDIDATE CAMPAIGN STRATEGIES IN MULTICULTURAL COMMUNITIES Abdul Rahman
Social Studies and Humanities Journal (SOSHUM) Vol. 2 No. 2 (2025): Social Studies and Humanities Journal (SOSHUM)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/r3d44g04

Abstract

Political communication in multicultural societies faces significant challenges due to ethnic, religious, and linguistic diversity, which often leads to ineffective messaging and potential conflict. This research addresses the critical need for a deeper understanding of how political candidates can effectively integrate local cultural values ​​and symbols into their campaign strategies to build stronger relationships with diverse voters. This research aims to investigate how political candidates integrate local cultural values ​​and symbols into their campaign strategies in multicultural communities and to understand the influence of this cultural integration on voter perceptions and engagement. Using a narrative review approach, this research synthesizes extensive literature from Scopus, Web of Science, and Google Scholar, with thematic analysis and narrative synthesis to connect the findings with Cultural Political Communication Theory, Framing Theory, and Symbolic Interactionism. The findings indicate that strategic integration of local cultural values, symbols, and rituals significantly increases voter engagement, trust, and emotional connection. Candidates who authentically incorporate local cultural elements are perceived as more relevant and legitimate, fostering a sense of belonging among voters, and increasing mobilization. Integrating local cultural values ​​and symbols is a fundamental requirement for effective political communication in a multicultural context, strengthening symbolic legitimacy, reducing cultural conflict, and encouraging inclusive political engagement.
CULTURE BASED POLITICAL MESSAGE CONSTRUCTION TO INCREASE VOTER PARTICIPATION Abdul Rahman
Social Studies and Humanities Journal (SOSHUM) Vol. 2 No. 2 (2025): Social Studies and Humanities Journal (SOSHUM)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/ma9gjp18

Abstract

This study examines the construction of culturally based political messages and their impact on increasing voter participation. Although voter participation in Indonesia is relatively high compared to the global average, challenges in maintaining consistent participation, especially among the younger generation, remain. Using the approachnarrative reviewThis study analyzed literature from the Scopus and Web of Science databases (2000-2025) with keywords such as "cultural political communication" and "voter participation and culture." The results of the literature synthesis identified four main themes: (1) the construction of culturally based political messages through symbols, language, and traditional practices; (2) the role of political actors as cultural brokers in representing cultural identity; (3) media as a crucial channel for the dissemination of cultural messages, including adaptation on digital platforms; and (4) positive voter responses to cultural-based messages that increase collective identification, trust, and emotional involvement. Theoretically, this research expands framing theory to the cultural dimension and integrates symbolic interactionism to explain the formation of political meaning. Practically, these findings provide guidance for more contextual and culturally sensitive political campaigns, potentially strengthening social cohesion and reducing polarization. However, limitationsnarrative reviewand the dominance of specific contexts require further empirical studies, cross-cultural comparisons, and longitudinal studies. In conclusion, culture-based political messages are an effective strategic instrument for increasing voter participation by building emotional connections and trust through authentic cultural representations.
MULTICULTURAL POLITICAL COMMUNICATION IN SOCIAL CONFLICT MANAGEMENT Abdul Rahman
Social Studies and Humanities Journal (SOSHUM) Vol. 2 No. 3 (2025): Social Studies and Humanities Journal (SOSHUM)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/w9221g35

Abstract

The complexity of social conflict in multicultural societies is increasing due to the high dynamics of ethnicity, religion, and identity politics. In this context, political communication plays a strategic role in determining the direction of conflict escalation and de-escalation. This study analyzes how multicultural political communication strategies can mitigate, manage, and prevent conflict through message adaptation, inclusive framing, cross-cultural dialogue, and trust-building between political actors and community groups. The findings indicate that the effectiveness of political communication depends not only on the quality of the message but also on its alignment with the values, symbols, and local cultural identities that develop within the community. Communication strategies that are insensitive to the cultural context have been shown to increase the risk of misinterpretation and reinforce polarization. Conversely, strategies oriented toward cultural empathy can create a space for constructive dialogue and strengthen social cohesion. This study proposes the development of a theoretical model.Multicultural Political Communication for Conflict Managementas a new framework that can be used to explain how political communication can function as a more effective instrument for conflict management in multicultural societies. These findings make an important contribution to the development of political communication studies and government communication practices.
CULTURAL HYBRIDIZATION IN THE DIGITAL AGE: RECONSTRUCTING IDENTITY ACROSS TRANSNATIONAL MEDIA SPACES Abdul Rahman
Social Studies and Humanities Journal (SOSHUM) Vol. 2 No. 4 (2025): Social Studies and Humanities Journal (SOSHUM)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/bq5vt328

Abstract

Fundamental transformations in the global communication landscape have shifted cultural interaction paradigms toward fluid transnational digital media spaces. Amidst the dominance of global platforms and massive internet penetration, tensions have emerged between cultural homogenization and the potential for emancipatory hybridization. This study aims to analyze how the interaction between transnational media exposure, algorithmic structures, and local contexts shapes the process of identity reconstruction in digital spaces. This research employs a systematic narrative review approach, analyzing literature from Scopus and Web of Science databases published within the last ten years. The findings indicate that digital platforms function as socio-technical fields where cultural visibility and legitimacy are produced through non-neutral algorithmic curation. The phenomenon of "staged authenticity" emerges as a consequence of identity commodification within the persona economy. However, digital spaces also serve as a "Third Space," enabling marginalized communities to mobilize counter-narratives and resistance against global hegemony. Cultural hybridization in the digital age is an ambivalent process involving the risk of identity commodification alongside opportunities for subaltern agency. A digital constitutionalism framework is required to ensure cultural diversity within the transnational media ecosystem.
DIGITAL CULTURAL DIPLOMACY: STRATEGIC COMMUNICATION AND SOFT POWER IN A NETWORKED WORLD Abdul Rahman
Social Studies and Humanities Journal (SOSHUM) Vol. 2 No. 4 (2025): Social Studies and Humanities Journal (SOSHUM)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/t2038322

Abstract

The digital globalization era has fundamentally transformed cultural diplomacy from conventional state-centric approaches toward network-based digital cultural diplomacy. This transformation redefines how soft power is constructed and distributed within an ecosystem dominated by global platforms and algorithms. This study employs a systematic narrative review of global literature from 2016-2026 indexed in Scopus, Web of Science, and Google Scholar to synthesize the paradigm shifts in international communication. The findings reveal a decentralization of narrative authority, where non-state actors, such as diasporas and digital influencers, serve as crucial quasi-diplomatic agents. Diplomatic effectiveness has shifted from one-way dissemination to interactive dialogue and narrative co-creation, prioritizing authenticity and storytelling. However, significant challenges persist, including the digital divide, algorithmic gatekeeping, and a trust crisis driven by disinformation. Successful digital cultural diplomacy requires a strategic integration of technological capacity, authentic audience engagement, and multi-actor collaboration to maintain national narrative resilience in a networked world.
POLITICAL COMMUNICATION AND POP CULTURE: THE INFLUENCE OF SOCIAL MEDIA ON THE COMMUNICATION STYLE OF POLITICAL CANDIDATES Abdul Rahman
Public Studies and Business Administration Journal (PUSBA) Vol. 2 No. 2 (2025): Public Studies and Business Administration Journal (PUSBA)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/wsjvvw43

Abstract

Social media has transformed the contemporary political communication landscape, making it a key arena for candidates to build rapport with the public. In Indonesia, with over 70% of the population using social media and the dominance of platforms like TikTok and Instagram, social media serves not only as a space for entertainment but also as a political battleground. This phenomenon has given rise to the integration of popular culture—memes, viral music, slang, and even fashion—into candidates' communication styles, particularly to appeal to the younger generation, who make up the majority of users.This study uses a narrative review approach to literature from 2010–2025 from Scopus, Web of Science, and Google Scholar. The analysis highlights themes of mediatization, personalization, populism, and cultural hybridity. Findings show that social media encourages candidates to appear more personal, casual, and relatable through humor, storytelling, and popular culture symbols. This strategy is effective in increasing engagement, but risks diminishing credibility if the substantive message is ignored.
INTERCULTURAL POLITICAL COMMUNICATION: ADAPTATION STRATEGIES OF POLITICAL CANDIDATES IN PLURAL REGIONS Abdul Rahman
Public Studies and Business Administration Journal (PUSBA) Vol. 2 No. 2 (2025): Public Studies and Business Administration Journal (PUSBA)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/ebyrm161

Abstract

This study examines the adaptation strategies of candidates' political communication in plural areas through a pluralistic approach.narrative review. Although the dynamics of contemporary political communication are dominated by discoursemedia framing, digital campaigning, and identity politics, there is a gap in the literature regarding the adaptation of intercultural communication. This article aims to analyze how political candidates adapt their messages, channels, and communication styles to reach cross-cultural audiences. The findings indicate that candidates integrate cultural symbols, differentiate their message strategies, and utilize communication channels that suit the characteristics of plural communities. The success of this adaptation is greatly influenced by the socio-cultural context, the level of societal plurality, and the candidate's legitimacy. However, adaptation also faces challenges such as the risk of message fragmentation, conflicts between vision consistency and the need for local adaptation, and the potential for backlash if deemed inauthentic. Theoretically, this research enriches the political communication literature with an intercultural perspective and proposes a new conceptual framework. Practically, it provides guidelines for candidates to build inclusive, persuasive, and sustainable communication in diverse societies, contributing to social cohesion and healthy democracy.
POLITICAL COMMUNICATION AND GENDER REPRESENTATION FROM A LOCAL CULTURAL PERSPECTIVE Abdul Rahman
Public Studies and Business Administration Journal (PUSBA) Vol. 2 No. 2 (2025): Public Studies and Business Administration Journal (PUSBA)
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/rswn7w56

Abstract

This study aims to analyze how local culture shapes patterns of gender representation in the political communication of political actors in Indonesia.narrative reviewThis study synthesizes various literatures from the perspectives of political communication, cultural studies, and gender studies to understand the relationship between local cultural values ​​and the construction of gender representation. The review shows that local culture plays a central role in determining how gender identities are constructed, negotiated, and displayed in political practice. In the Javanese cultural context, gender representation is often tied to patriarchal structures and refined norms, while Minangkabau culture emphasizes the legitimacy of female leadership through matrilineal traditions. In Bugis, the concept of bissu demonstrates a more inclusive diversity of gender expressions, while Balinese culture displays a balance of purusha pradhana values ​​that still contain gender hierarchies. This study also finds that culturally based political communication strategies through traditional symbols, local rhetoric, and gender imagery are used by political actors to build legitimacy. Furthermore, local and national media play a significant role in framing gender representation according to the cultural context of each region. Overall, this study confirms that gender representation in Indonesian politics is contextual and cannot be separated from the local cultural constructions that exist within society.
CULTURAL RESONANCE IN POPULIST COMMUNICATION: A COMPARATIVE STUDY OF POLITICAL RHETORIC ACROSS REGIONS Abdul Rahman
Public Studies and Business Administration Journal (PUSBA) Vol. 2 No. 4 (2025): Public Studies and Business Administration
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/rtwr4e76

Abstract

This research examines the dynamics of global populism, which has transformed from mere economic articulation into a communication practice based on cultural identity through the mechanism of cultural resonance. Utilizing a narrative review approach that synthesizes literature from Scopus and Web of Science databases within the 2016-2026 period, this study analyzes how political actors build affective proximity through authenticity strategies and local symbolism. The findings indicate that while populism possesses a universal structure the dichotomy between "the people" and "the elite" its effectiveness relies heavily on cultural bricolage adaptive to regional contexts, such as nativism in Europe, anti-imperialism in Latin America, and religious morality in Asia. The theoretical integration of framing, social identity, and affective polarization reveals that this resonance is amplified by social media algorithms prioritizing emotional content, thereby deepening social segregation and the degradation of public discourse. The study concludes that addressing polarization requires systemic reforms in digital content distribution and media literacy approaches that move beyond cognitive fact-checking.
CULTURAL HEGEMONY AND MEDIA FRAMING: A CRITICAL DISCOURSE ANALYSIS OF POLITICAL NARRATIVES Abdul Rahman
Public Studies and Business Administration Journal (PUSBA) Vol. 2 No. 4 (2025): Public Studies and Business Administration
Publisher : Penelitian dan Pengembangan Ilmu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62207/9y825y23

Abstract

In the contemporary political landscape, mass media has evolved from a mere information channel into a strategic instrument for the production of cultural hegemony. This study aims to comprehensively review the discursive strategies used by the media to naturalize political narratives into collective "common sense" by integrating Antonio Gramsci's concepts with the Critical Discourse Analysis (CDA) framework. Employing a narrative-thematic synthesis approach of global literature from Scopus and Web of Science databases between 2016-2026, this study analyzes the dialectical relationship between media discourse, ideology, and power. The findings reveal that ideological naturalization is executed through micro-linguistic strategies such as nominalization and passive constructions that obscure political agency, as well as the use of euphemisms and metaphors to legitimize controversial policies. At a macro level, media ownership concentration and the dominance of digital algorithms reinforce the reproduction of hegemony by creating echo chambers that marginalize alternative voices. While social media provides space for counter-publics and counter-hegemonic discourse, its effectiveness remains constrained by the technological structures of global platforms. This research concludes that modern media hegemony operates through gradual and institutionalized consensus-building, necessitating a multidimensional approach that integrates discursive and material dimensions to understand global power dynamics.
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