Cross-Cultural Political Communication in Patron-Client Structures

This study examines the political communication methods used by the Riau Regional Executive Board of Nahdlatul Ulama (NU) in the 2024 Indonesian presidential election. The research focus includes forms of communication, relationship structures, and the negotiation of religious identity. Using a descriptive qualitative approach, this research explores how religious and political identities interact within complex social structures in multicultural societies. The analytical framework uses patron-client theory to understand the dynamics of power and loyalty between religious figures as patrons and society as clients in shaping political orientation. The findings indicate the dual role of NU administrators as spiritual leaders and political actors. The Pesantren alumni network, religious symbols, and influential figures are utilized as a medium for religion-based political communication. The patron-client structure strengthens the community’s political loyalty to religious figures through symbolic and cultural ties. NU communication is the process of negotiating religious identity. It acts as a bridge between moderate Islam and conservative Islam in the multicultural politics of Riau. This study adds to the field of intercultural communication by showing how culture-based political communication, social structure, and religious authority affect people’s political preferences in a society with many different cultures.