Medan city KPU public communication Model: A study of regional head election socialization

This study examines effective communication models to encourage voter participation in the 2024 Medan Mayor and Deputy Mayor Elections. Based on a critical paradigm with a qualitative approach, this study aims to analyze the communication process, strategies used, messages conveyed, challenges faced, and communication models applied by the Medan City General Election Commission (KPU). Data collection was conducted through in-depth interviews with key informants, such as the Head of the Medan KPU, the Heads of the Subdistrict Election Committees (PPK) from five electoral districts, and representatives from various target groups, including academics, community organizations, community leaders, and first-time voters. The results of the study show that the KPU of Medan applies a persuasive interpersonal communication model as its main strategy to increase voter participation, especially in areas affected by the flood disaster on November 27, 2024. This strategy is characterized by the use of local languages by election organizers at the sub district and village levels, making it a communication tool that is adaptable to the local context. The Medan KPU uses five communication models in its election information dissemination and socialization activities. First, a one-way communication model carried out through cooperation with approximately 180 media outlets, including print, electronic, online, and social media, supported by the installation of socialization tools and campaign displays. Second, a two-way communication model was implemented through face-to-face meetings and partnerships with strategic groups such as first-time voters and people with disabilities. Third, a multi way communication model utilizes the dissemination of information through various social media platforms such as WhatsApp and Facebook. Fourth, a new media communication model includes the use of modern digital technology to convey information. Finally, a network-based model facilitates collaborative communication between PPK and PPS to expand the reach of information to the public.