<![CDATA[This study examines political communication strategies in the 2024 East Java gubernatorial election using Harold Lasswell’s Communication Model as the analytical framework. A qualitative descriptive approach was employed through in-depth interviews, field observations, and document analysis. The findings show that effective political communication is built on social trust, cultural values, and adaptability to digital media. Candidate campaign teams combined face-to-face interactions with online media to deliver their messages. Analysis of Lasswell’s five elements—Who, Says What, In Which Channel, To Whom, and With What Effect—demonstrates that campaign success depends on communicator credibility, message relevance, and emotional connection with the public. The results align with previous studies emphasizing the importance of integrating online and offline communication to enhance political participation. Overall, the study highlights that political communication success goes beyond message strength; it also relies on authenticity, ethics, and public engagement. These findings expand Lasswell’s theory by showing its relevance in the digital era and its contribution to strengthening local democracy in Indonesia.]]>
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