<![CDATA[This study aims to analyze the use of social media as a political campaign strategy by the Sumbawa regent and vice- regent candidate pair, Jarot-Ansori, in the 2024 regional election (Pilkada). The focus of the study lies in the utilization of digital platforms such as Facebook and Instagram to build political image, convey policy programs, and establish communication with constituents. This research adopts a qualitative approach using the Simple Research Design, combining rigorous literature review with in-depth interviews involving key informants, including campaign team members, local media activists, and academics. The findings indicate that social media plays a significant role in expanding the reach of political messages, strengthening the candidate’s identity, and targeting specific voter segments. However, the effectiveness of this digital strategy faces a range of contextual challenges, such as unequal access to digital infrastructure, low levels of political literacy among the public, voters fragmentation within social media algorithms, and the persistent strength of face-to-face political culture in Sumbawa society. The co-optation of national symbols, such as the use of President Prabowo’s image, serves as a form of credibility transfer strategy, yet its success heavily depends on the narrative’s relevance to the local context. This study emphasizes the importance of a hybrid approach in regional political campaign strategies, where social media must be complemented by direct engagement and strong cultural involvement. Moreover, the segregation of political information emerges as a crucial concern, as it impacts the fairness and inclusiveness of democratic participation. The study recommends the need for adaptive, locally grounded, and inclusive strategic planning in political communication—particularly in relation to the digital conditions of regional communities. Keywords: Political Campaign, Social Media, Sumbawa Regional Election 2024, Communication Strategy]]>
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