<![CDATA[Studies on the Prosperous Justice Party (PKS) have generally focused on ideology, da’wah movements, and electoral behavior, but have not specifically examined how PKS constructs its identity as an “open party” through long-term political communication strategies in Indonesia’s plural democratic context. In addition, comparative discussions on the transformation of Islamic political communication in contemporary Muslim democracies remain limited. This study aims to analyze the transformation of PKS political communication in building its identity as an open party during the 2009–2024 period. This research employs a qualitative case study approach using in-depth interviews, documentation, and literature review. Data were collected from PKS elites, active cadres, former cadres, and political observers, then analyzed using the interactive model of Miles and Huberman. The study applies Spiral of Silence theory, political marketing, and Islamic party typology to understand the relationship between ideological identity, public opinion, and electoral strategy. The findings reveal that PKS developed a dual communication strategy consisting of external communication that is moderate, inclusive, and populist to attract broader voters, alongside internal communication based on tarbiyah to maintain ideological loyalty among cadres. PKS transformed its political branding through slogans, digital campaigns, visual symbols, and populist issues such as welfare, anti-corruption, and public services, while simultaneously preserving Islamic moral narratives and solidarity with Palestine as ideological markers. These findings demonstrate that PKS did not abandon its Islamist identity but strategically adapted its communication to changing public opinion and democratic competition. This article contributes theoretically by showing that contemporary Islamic parties combine electoral pragmatism with ideological consolidation through hybrid political communication strategies within democratic systems.]]>
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