Institutional Repository UIN Sunan Kalijaga YogyakartaSTRATEGI KOMUNIKASI POLITIK PARTAI KEADILAN SEJAHTERA DALAM UPAYA MENINGKATKAN ELEKTABILITAS PARTAI DI KALANGAN MUDA KOTA PALEMBANGNIM.: 24202011016Puji AsrianiauthorYouth political participation is a strategic element in the sustainability of democracy, particularly in the local political context. This study aims to analyze the political communication strategies implemented by the Prosperous Justice Party (PKS) to increase youth political participation in Palembang City. This study used a qualitative approach with descriptive methods. Data collection techniques were conducted through in-depth interviews, observation, and documentation of party officials, young cadres, and first-time voters. The results indicate that the PKS's communication strategy in reaching youth is carried out through the use of social media, community approaches, and the reinforcement of political messages relevant to youth issues, such as education, employment, and social participation. Furthermore, the use of a persuasive, interactive communication style based on religious and social values has been proven to increase the interest and political involvement of young people. However, this study also identified challenges in the form of low political literacy and apathy among some young people towards practical politics. This research is expected to contribute academically to the study of political communication and serve as a practical reference for political parties in formulating effective communication strategies to increase youth political participation.302.23 Komunikasi Massa2026-04-08UIN SUNAN KALIJAGA YOGYAKARTA;FAKULTAS DAKWAH DAN KOMUNIKASIThesis

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