Women Incumbents’ Political Marketing Communication in Matrilineal Society at Pesisir Selatan Regional People’s Representative Council
DOI:
https://doi.org/10.46961/mediasi.v5i1.841Keywords:
Marketing Communication, Political Communication, Matrilineal Society, Women Politicians, Integrated Marketing Communication,Abstract
Women and political marketing communication is an interesting topic to study in the middle of patriarchal political society. In a matrilineal society like West Sumatera, the application is only for private affairs like maternal lineage and inheritance of heirloom. Meanwhile the public affair is dominated by patriarchal politics, resulting in low presentation by women in politics. This study uses qualitative descriptive case study to find the success rate of political marketing communication by women incumbents in matrilineal society in one of West Sumatra’s regency, Pesisir Selatan. This study dissects Integrated Marketing Communication (IMC) theory and Brand Loyalty to look into strategies in winning votes. Socialization, training, coaching, Focus Group Discussion and active participation in community organization hold very important roles. Other strategies like radios, billboard, banner and online media are additional political marketing communication. Analysis shows that the success rate of women marketing communication strategy depends on the proof of performance and the ability to mingle in the society of Minangkabau.
References
Ahmad, Akhlak., Muhammad Saud, Qaisar Khalid Mahmood, & Siti Masudah. (2019 Women in Democracy: The political participation of women. Masyarakat, Kebudayaan dan Politik. 32(2). pp. 114—122. https://doi.org/10.20473/mkp.V32I22019.114-122
Ariani, Iva. (2015, Februari). Nilai Filosofis Budaya Matrilineal di Minangkabau. Jurnal Filsafat, 25 (1), 32—54. 12 Juli, 2023. https://doi.org/10.22146/jf.12613
Csikosova, Adriana. Maria Antosova & Katarina Culkova, (2013). Strategy in Direct and Interactive Marketing and Integrated Marketing Communications. Procedia- Social and Behavioral Sciences
Creswell, Jhon. (2015). Riset Pendidikan: Perencanaan, dan Evaluasi Riset Kualitatif dan Kuantitatif (Helly Prajitno Soetjipto & Sri Mulyantini Soetjipto, Penerjemah.). Yogyakarta: Pustaka Pelajar.
Cushion, Stephen. (2009, November 6). Review: Ralph Negrine, The Transformation of Political Communication: Continuities and Changes in Media and Politics. European Journal of Communication, 24(4). pp. 505—507. https://doi.org/10.1177/0267323109024004090
Deni, Gustu Rahma. (2022). Limpapeh Rumah Nan Gadang Dalam Karya Tekstil. Representasi: Jurnal Ilmu Sosial, Seni, Desain Dan Media, 1(1), pp. 43—54. https://ejournal.ikreasia.com/index.php/rjissdm/article/view/21
Dinas Sosial, Pemberdayaan Perempuan Dan Perlindungan Anak Kabupaten Pesisir Selatan, (2020). Profil Gender dan Anak 2020.
Halimatusa'diyah, Iim. (2019) Semakin banyak perempuan di DPR, tapi riset ungkap kehadiran mereka mungkin tidak signifikan. the conversation.com, https://theconversation.com/semakin-banyak-perempuan-di-dpr-tapi-riset-ungkap-kehadiran-mereka-mungkin-tidak-signifikan-125013
Hamad, Ibnu. 2008, Juni 1). Memahami Komunikasi Pemasaran Politik. Mediator, 9(1). 147—162. 10 April 2023. DOI:10.29313/mediator.v9i1.1141.
Mirin, Mesakh. (2022. September 9). Strategi Komunikasi Politik Politisi Perempuan. Syntax Literate: Jurnal Ilmiah Indonesia. 7(9). pp. 13486—13495. DOI: https://doi.org/10.36418/syntax-literate.v7i9.9453
Neuman, William Laurence. (2014). Social Research Methods: Qualitative and Quantitative Approaches. 7th Edition. Boston: Pearson.
Pandiangan, Lidya Victoria. (2018, Januari 30). Perempuan Politisi di Minangkabau dalam Dunia Politik: Studi Tentang Alasan Perempuan Memaknai Politik. Jurnal Politik Muda, 6 (2). pp. 148—155. https://repository.unair.ac.id/68203/
Pemerintah Indonesia. Undang-undang (UU) Nomor 12 Tahun 2003 tentang Pemilihan Umum Anggota Dewan Perwakilan Rakyat, Dewan Perwakilan Daerah, dan Dewan Perwakilan Rakyat Daerah. 10 Desember 2023. https://peraturan.bpk.go.id/Details/43012
Pemerintah Indonesia. Undang-undang (UU) No. 12 Tahun 2003 tentang Pemilihan Umum Anggota Dewan Perwakilan Rakyat, Dewan Perwakilan Daerah, dan Dewan Perwakilan Rakyat Daerah. 10 Desember 2023. https://peraturan.bpk.go.id/Details/43012
Pemerintah Indonesia. Undang-undang RI Nomor 8 Tahun 2012 tentang Pemilihan Umum Anggota Dewan Perwakilan Rakyat, Dewan Perwakilan Daerah dan Dewan Perwakilan Rakyat Daerah. https://jdih.kpu.go.id/data/data_uu/UU%200082012.pdf
Pickton, David, & Amanda Broderick. (2005). Integrated Marketing Communications. New York: Prentice Hall.
Putri, Dewi Kurnia, Nur Hidayat Sardini., & Puju Astuti. (2022, Juli). Budaya Matrilineal Dalam Keterwakilan Perempuan di Legislatif Kota Bukittinggi. Journal of Politic and Government Studies, 11(3). pp. 351—364. https://ejournal3.undip.ac.id/index.php/jpgs/article/view/34889
Thomas, Gary. (2015). How to do your case study (2nd ed.). Thousand Oaks, CA: SAGE Publications Ltd.
Verayanti, Lani, et.al. 2003. Partisipasi Politik Perempuan Minang dalam Sistem Masyarakat Matrilineal. Padang: LP2M Kerja sama dengan Asia Foundation.
Zamfirache, Irina. (2010, Maret). Women and Politics – The Glass Ceiling. Journal of Comparative Research in Anthropology and Sociology, 1(1). pp. 175—185. https://www.researchgate.net/publication/44320221_Women_and_Politics_-_The_Glass_Ceiling
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Authors who publish with MEDIASI agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this MEDIASI.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
