Political Communication Strategy of the East Java DPD Democratic Party Through Social Media in Building Political Image

Background The digital era requires political parties to adapt rapidly in managing communication and building their public image. This study aims to analyze the political communication strategy of the Regional Executive Board (DPD) of the Democratic Party of East Java through the use of social media in building a positive political image among constituents. Methods This research employs a descriptive qualitative approach with a case study method. Data collection was carried out through in-depth interviews with key informants from the Strategic Communication Agency (Bakomstra) board and virtual observations of the party's official social media accounts, such as Instagram and Facebook. Results The results indicate that the DPD of the Democratic Party of East Java constructs its political image through three main strategic pillars: (1) localization of political messages using a cultural proximity approach towards the subcultures of East Java; (2) consistency of visual identity and the transfer of character image (political branding); and (3) responsiveness in cyber crisis management along with interactive two-way communication. Conclusion The hybrid strategy, which combines the strength of digital socialization with offline grassroots actions, has proven to be an effective solution in bridging the digital divide, while successfully transforming the party's social media from a mere one-way publication tool into an inclusive political stage and deliberative space.