POLITICAL COMMUNICATION OF THE MOVE FORWARD PARTY THROUGH FACEBOOK IN THE 2023 GENERAL ELECTION OF MEMBERS OF THE HOUSE OF REPRESENTATIVES

Abstract

Political communication through various media is essential. In the 2023 General Election, the Move Forward Party, which had the most elected members of the House of Representatives, utilized political communication to campaign for votes through social media and other methods. The objective of this article was to analyze the content of political communication of the Move Forward Party through Facebook in the 2023 general election of members of the House of Representatives from April 3 to May 13, 2023. It was found that messages were posted in simple language, accompanied by photographs, video clips, and live streams. The content was then analyzed according to Lasswell’s communication model, and it was classified into six categories: 1. Policies, mentioned 54 times, 2. Political Ideals, mentioned 62 times, 3. Party leaders and candidates were mentioned 124 times, 4. Irregularities in advance voting, mentioned 49 times, 5. Party achievements were mentioned 17 times, and 6. Other topics were mentioned 59 times. From this group of messages, it was analyzed that the party used Schramm's communication model to create a shared experience between the sender and receiver. This included messages about political ideals, arousing public discontent with the previous government using symbolic phrases like “If there are Uncles, there is no us. If there is us, there are no uncles and issues concerning advance voting to encourage people who follow or use the Move Forward Party's Facebook page to support the party in this election.