Jialyka Maharani's Political Stage in the 2024 Elections

This study analyzes the communication strategies employed by a young politician, Jialyka Maharani, to gain support from the people of South Sumatra, known for its strong patriarchal culture. This study uses a qualitative research perspective with a literature review. In this study, the researcher identified Jialyka's communication strategies in the 2024 Election. The results revealed three strategies employed by Jialyka: a strong image and personal branding through a red-and-white visual identity symbolizing courage and purity; a communal approach by engaging in community activities; and a final strategy by utilizing social media to attract the support of young voters. Therefore, it can be concluded that Jialyka's winning strategy is a strong image and personal branding, a communal approach, and the use of social media as the keys to her victory.