Kampanye Sosial untuk Mendorong Partisipasi Politik Anak Muda:(Studi kasus Manajemen Kampanye Sosial oleh Gerakan Ayo Vote dalam Mendorong Partisipasi Anak Muda Indonesia pada Pemilihan Umum 2014)

Tiara Anzani, Lisa Lindawati

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT In the General Election of 2014, the Central Bureau of Statistics (BPS) Indonesia noted that young people aged 17-30 years who voted in the election reached the number of 55 million which 14 million of them were first time voters. This number was equivalent to 30 percent of the total permanent voters list released by the General Elections Commission (KPU). Unfortunately, some research indicated that there are many of Indonesian youth who are still apathetic to the political system in Indonesia, which resulted them in not casting their votes. In response to the situation, Pingkan Irwin and Qowi Bastian decided to found a movement called Ayo Vote (meaning Let's Vote) which aims to increase the political participation of young people in the General Election of 2014 and encourage them to be responsible voters. Ayo Vote declares itself as an independent, non-partisan movement and not aligned with any political party. During the campaign, Ayo Vote presents information on politics by suitable approach for the characteristics of young people. In addition, to attract more youngsters, Ayo Vote also holds a number of public figures well-known by young people as campaign messengers. This research describes a social campaign management process conducted by Ayo Vote movement in encouraging the participation of Indonesian young people in the General Election of 2014 by comparing it to the campaign management theory by Venus (2004: 26). Venus stated that campaign management includes the stages of planning, implementation, and evaluation. The result shows that Ayo Vote movement passes through almost all the stages mentioned by Venus. Furthermore, the result also indicates that the social campaign management process of Ayo Vote is an adaptive process which is run by a number of adjustments in its implementation. Keywords: social campaign, campaign management, political participation, youth.

Kata Kunci : Strategi Kampanye