WINNING STRATEGY OF THE ELECTED VILLAGE HEAD IN THE 2023 VILLAGE HEAD ELECTION IN BABAKAN LOSARI LOR VILLAGE

Abstract

Direct village head elections are an integral part of local politics, reflecting the dynamics of democracy at the village level. This study aims to analyze the winning strategy of the elected village head in the 2023 Village Head Election in Babakan Losari Lor Village. The urgency of this research lies in providing deep insights into local political communication practices, crucial for promoting more transparent elections and fostering active political participation among villagers. A qualitative approach with a descriptive qualitative design was employed to explore the dynamics of political communication between the village head and the community. Data collection techniques included participatory observation, and in-depth interviews, with informants selected through purposive sampling. The findings identified several key strategies, including direct interaction with residents to convey the vision and mission, utilizing a successful team from village officials, and building credibility through the village head's personable character. Additionally, the relevance of campaign promises to residents' expectations and the use of non-verbal communication, including money politics, played a significant role. Through these strategies, the elected village head won the 2023 Village Head Election in Babakan Losari Lor Village.