The Winning Strategy of dr. Christian Widodo and Serena Francis (CS'an): An Analysis of Public Perception in the 2024 Kupang City Regional Election
DOI:
https://doi.org/10.70214/hwp15a18Keywords:
Political Strategy, Public Perception, Local Elections, Rational Choice Theory, Political CommunicationAbstract
The 2024 regional head election (Pilkada) in Kupang City represents a significant political event reflecting the dynamics of local democracy within a socially, culturally, and educationally diverse society. The victory of the CS'an candidate pair (dr. Christian Widodo and Serena Francis) is noteworthy because the pair secured broad support across community groups despite not originating from the conventional political elite or the city's dominant ethnic group. This study aims to identify and describe the winning strategy employed by the CS'an pair and to analyze public perception of their victory. A descriptive qualitative approach was used, with data collected through in-depth interviews, field observation, and documentary study involving eleven key informants, including the elected candidates, the winning team, supporting political party officials, community and religious leaders, women's and youth representatives, first-time voters, and academics. Data were analyzed descriptively-thematically through data reduction, data display, and conclusion drawing, using Rational Choice Theory (Weber, Coleman, Downs, and Ritzer) as the primary analytical framework. The findings indicate that the CS'an pair's winning strategy was built through strengthening personal candidate image, consolidating the supporting political parties and winning team, inclusive two-way political communication, and a community-based approach sensitive to socio-cultural diversity. Public perception of the CS'an pair was generally positive and legitimizing; the public viewed both candidates as figures of integrity who were close to the people and capable of bringing hope for change. The study concludes that the CS'an victory resulted from a synergy between planned political strategy and positive public perception, and that Kupang City voters' choices reflected rational considerations more than mere emotional mobilization.
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