Women Incumbents’ Political Marketing Communication in Matrilineal Society at Pesisir Selatan Regional People’s Representative Council

Fitri Handayani

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.


Keywords


Marketing Communication; Political Communication; Matrilineal Society; Women Politicians; Integrated Marketing Communication;

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DOI: https://doi.org/10.46961/mediasi.v5i1.841

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MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi

P-ISSN 2721-9046 | E-ISSN 2721-0995

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The Center for Research and Community Services or Pusat Penelitian dan Pengabdian kepada Masyarakat Politeknik Negeri Media Kreatif (P3M Polimedia)

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