Political Communication Strategy of Golongan Karya Party (Golkar) in the 2024 General Election in West Java Province

The Golongan Karya Party (Golkar) constitutes one of three major political parties that have sustained their existence for approximately six decades. As a party with extensive participation in general elections, Golkar has renewed its political communication strategies to align with contemporary developments. In the 2024 General Election, Golkar Party did not extensively engage in party exposure as popular representation, but rather emphasized individuals or figures as party representatives who could serve as bridges between the populace and political leadership. Ridwan Kamil was selected as a figure deemed capable of representing the values upheld by Golkar Party to society, particularly the media-literate millennial generation. The utilization of social media as a campaign medium became the preferred choice for both Golkar Party and Ridwan Kamil to convey the impression that no barriers exist for citizens in communicating their aspirations to leaders and political parties. This article examines the communication strategies employed by Golkar Party and Ridwan Kamil in their 2024 election campaign through social media platforms. This research employs a qualitative methodology utilizing a constructivist paradigm. The findings reveal that Ridwan Kamil's political communication strategy demonstrates strong characteristics of a hybrid approach: integrating conventional political party methodologies with personalization narratives characteristic of digital communication. Furthermore, this research also found that there are weaknesses in this strategy, where local issues remain the most significant challenge, particularly when this strategy was implemented in the 2024 Jakarta gubernatorial election.