West Science Law and Human Rights Vol.
No.
October 2025, pp.
The South Kalimantan Provincial Election Commission's Strategy to Increase First-Time Voters in the 2024 South Kalimantan Gubernatorial Election
Mustafa Ramadani UIN Antasari Banjarmasin
Article Info
ABSTRACT
Article history:
This study examines the strategy of the General Elections Commission (KPU) of South Kalimantan Province in increasing the participation of first-time voters in the 2024 South Kalimantan Gubernatorial Election (Pilgu.
The study used a descriptive qualitative approach with data collection techniques through in-depth interviews with KPU South Kalimantan commissioners and data obtained from official KPU South Kalimantan reports.
The results show that the KPU South Kalimantan implemented a multidimensional political communication strategy through educational, participatory, and digital approaches.
Several main programs carried out included the Election Procession activities, the launch of the "Bekantan" mascot, outreach at universities, and collaboration with mass media and youth organizations.
The use of social media such as Instagram.
YouTube, and X (Twitte.
was also carried out interactively through quizzes with prizes to attract the attention of first-time voters.
This effort proved effective with an increase in the number of first-time voters from 277,777 in the 2020 Pilgub to 702,500 in the 2024 Pilgub.
However, the KPU South Kalimantan still faces obstacles, such as limited budget for outreach and the lack of grouping of voter data by age category.
This research emphasizes the importance of sustainable, data-driven, and inclusive political communication strategies to strengthen youth participation in local democracy.
Received Oct, 2025 Revised Oct, 2025 Accepted Oct, 2025 Keywords:
Political Communication First-Time Voters South Kalimantan KPU Regional Elections Voter Participation This is an open access article under the CC BY-SA license.
Corresponding Author:
Name: Mustafa Ramadani Institution Address: UIN Antasari Banjarmasin e-mail: mustafaramadanii06@gmail.
INTRODUCTION
Regional head elections (Pilkad.
are a concrete manifestation of democracy in Indonesia, where the public is given the space and freedom to express their political aspirations directly, publicly, freely, secretly, honestly, and fairly.
Pilkada not only serves as a means of changing leadership but also serves as an indicator of the success of the democratization process at the local level.
Through the active participation of citizens in elections, we can measure the extent to which democratic values have taken root and the extent to which political awareness has Journal homepage: https://wsj.
westscience-press.
com/index.
php/wslhr A West Science Law and Human Rights developed within a system of government based on law and public participation.
In the context of local democracy, first-time voters hold a strategic position because they are a young generation participating in the political process for the first time.
First-time voters are crucial for the sustainability of democracy and shape the future political direction of the nation.
However, this group's political participation is often suboptimal.
Lack of political knowledge, limited experience, and low interest in public issues make first-time voters tend to be apathetic towards the political This poses a serious challenge for the General Elections Commission (KPU), the election organizing body responsible not only for the technical aspects of election implementation but also for fostering public education and outreach.
In South Kalimantan Province, these challenges are increasingly complex given the region's diverse social and geographical Based on data obtained by researchers from the South Kalimantan Provincial Election Commission (KPU), the number of first-time voters in the 2020 gubernatorial election was recorded at 277,777 out of a total of 2,793,811 voters, while in the 2024 gubernatorial election, this number increased significantly to 702,500 out of a total of 3,041,499 voters.
This significant increase indicates a rise in political awareness among young voters.
However, behind this data lies a strategic effort undertaken by the South Kalimantan KPU in managing political communication and voter education to effectively and sustainably reach young The urgency of this research stems from the need to gain a deeper understanding of how the political communication strategy implemented by the South Kalimantan General Elections Commission (KPU) can significantly increase the participation of firsttime voters.
This is important not only from theoretically, as it relates to the effectiveness of public communication by state institutions in the context of local democracy.
Furthermore, the strategy implemented by the South Kalimantan KPU is not only informative but also persuasive and participatory, positioning young voters as active participants in the democratic process.
Therefore, this research is expected to provide a more comprehensive understanding of how contribute to increasing public political participation at the regional level.
This study aims to analyze the South Kalimantan General Elections Commission (KPU)'s strategy to increase first-time voter participation in the 2024 South Kalimantan gubernatorial election, by reviewing the form and effectiveness of the communication strategies implemented, as well as the factors that support and hinder their success.
Another objective of this study is to identify innovations in the KPU's voter education and outreach activities, particularly in reaching young voters through digital and interactive The researchers hope that the results of this study can serve as a reference for election management bodies in developing more effective, inclusive, and adaptive communication strategies.
The theoretical basis of this research refers to political communication theory, which views communication as the primary means of shaping public opinion and political According to Dan Nimmo, political communication is the process of conveying messages aimed at influencing the political views, attitudes, and actions of individuals or groups through planned communication 3Nimmo emphasized that the effectiveness of political communication depends heavily on the ability of political Moleong.
Lexy J.
Metodologi Penelitian Kualitatif.
Bandung: Remaja Rosdakarya.
2Deni.
Saiful.
Aji Deni.
Aswir Badjodah, et .
Demokrasi & Komunikasi Politik.
Eureka Media Aksara.
Nimmo.
Dan.
Political Communication and Public Opinion in America.
New York: Longman.
Vol.
No.
October 2025: pp.
West Science Law and Human Rights institutions or actors to adapt messages and media to the characteristics of their audiences.
Effective communication that takes into account the social and cultural context of society and involves feedback as a measure of its success.
Political participation is at the heart of a democratic system, and the quality of democracy can be measured by the extent to which citizens have equal opportunities to participate in the public decision-making 5The South Kalimantan KPU's increasing the participation of first-time voters can be understood as a concrete implementation of the principle participatory democracy that positions the community as the primary actor in political Through the theoretical framework of this research, it is emphasized that the success of the South Kalimantan General Elections Commission (KPU) in increasing the participation of first-time voters depends not only on the technical readiness of the election administration, but also on the effectiveness of political communication carried out strategically, planned, and based on community needs.
With an inclusive, interactive, and educational communication approach, the South Kalimantan KPU has not only succeeded in increasing the number of young voters who participate, but also fostering a more mature political awareness among the younger generation of South Kalimantan as a manifestation of the democratic responsibility of citizens.
demonstrate their involvement in public decision-making, both directly and indirectly.
First-time voters are citizens who are eligible to vote in a general election for the first time, typically aged 17Ae21.
This group is highly strategic because they represent the next generation of democracy and will determine the direction of future political The characteristics of firsttime voters are complex.
They generally exhibit a high level of enthusiasm for current issues, but also lack political experience and may not fully understand the importance of electoral First-time voter participation is often influenced by internal factors such as political awareness and civic education, as well as external factors such as the social environment, the media, and political outreach from electionorganizing institutions like the General Elections Commission (KPU).
Political includes all forms of citizen activity aimed at influencing political policies or decisions, .
oting, campaigning, joining a part.
and passive .
ollowing political issues without direct actio.
6In the context of first-time voters, the most fundamental form of active participation is exercising their right to vote in general elections or regional Therefore.
LITERATURE REVIEW 1 Basic Concepts of First-Time Voter Participation Political participation is a crucial indicator for measuring the quality of a country's Through McQuail.
Denis.
Mass Communication Theory .
th ed.
London: Sage Publications 5Dahl.
Robert A.
Democracy and Its Critics.
New Haven: Yale University Press.
Samuel P.
Huntington & Joan Nelson.
Political Participation and Political Development (American Journal of Sociology, 1.
Vol.
No.
October 2025: pp.
West Science Law and Human Rights understanding the behavior and motivations of this group is crucial in designing strategies to increase political participation at the regional level.
2 The Role and Strategy of the South Kalimantan KPU in Increasing Voter Participation As the election organizing body, the General Elections Commission (KPU) has a constitutional mandate not only to conduct free and fair elections but also to ensure that all citizens understand their right to vote.
One of the KPU's primary mandates, as stipulated in Law Number 7 of 2017 concerning Elections, is to conduct outreach, voter education, and public participation at every stage of the In the context of South Kalimantan.
General Elections Commission (KPU)'s strategy to encourage first-time voter participation is crucial, particularly given the diverse geographic and sociocultural The South Kalimantan KPU serves not only as a technical organizer but also Through various activities such as election parades, outreach programs at schools and universities, and the use of mass media and official social media, the KPU strives to reach young people with an approach that aligns with the communication styles of the digital generation.
Undang-Undang Nomor 7 Tahun 2017 tentang Pemilihan Umum.
This kind of strategic approach is not only oriented towards increasing participation rates, but also towards forming long-term political awareness.
Effective public trust in the election 8The KPU's success in first-time participation is measured not only by the number of voters present at polling stations, but also by the extent to which democratic values are instilled in the younger generation.
3 Theoretical Framework (Political Communication Theor.
Political theory serves as the primary conceptual framework in this research because the strategy for first-time participation relies heavily on the effectiveness of the KPU's political messaging.
Political communication is the process of delivering persuasive messages aimed at influencing public specific issues or candidates.
the context of the South Kalimantan KPU, communication is not directed at winning over a particular party, but rather at building collective importance of exercising the right to vote as a form of citizen Dan Nimmo.
Political Communication and Public Opinion in America.
New York: Longman.
Deni.
Saiful.
Aji Deni.
Aswir Badjodah, et Demokrasi & Komunikasi Politik.
Eureka Media Aksara, 2023 Vol.
No.
October 2025: pp.
West Science Law and Human Rights A The media plays a strategic role in the modern political communication process.
It serves not only as a channel for information but also as an agent for shaping public opinion and political awareness.
Therefore, the use of digital media by the South Kalimantan KPU, such as Instagram.
X (Twitte.
, and YouTube, as well as mass media such as TV channels, radio, print media, etc.
, is an important part of its political communication strategy in its efforts to reach young voters.
Social media and mass media allow for more two-way communication, where the KPU not only delivers messages but can also receive direct feedback from first-time voters.
The South Kalimantan KPU's political communication strategy also reflects the twostep flow of communication leaders such as teachers, lecturers, youth communities, and local influencers who are trusted or are figures of speech for young voters.
11This approach has proven effective because messages delivered through prominent figures or figures with social connections are more easily accepted by the audience.
Crafting messages using simple language, engaging visuals, and relevance to the daily lives of young people also increased the appeal of the South Kalimantan KPU's participatory campaign.
The effectiveness of the South Kalimantan General Elections Commission (KPU)'s political communication strategy can be seen in the increased participation of young voters in the 2024 South Kalimantan communication approach that is not only informative but also educational and inspirational can create a more open and inclusive political environment.
Political communication theory analytical tool for understanding how messages, media, and audiences interact to shape the political behavior of first-time 4 Previous Research Review Several previous studies have also provided insight into management institutions in Election awareness outreach activities among youth communities in Banjarmasin increased understanding of the importance of exercising their right to vote.
In West Kalimantan, it was shown that community-based communication and social media approaches in mobilizing firsttime voters in rural areas.
Denis McQuail.
Mass Communication Theory .
th Editio.
London: Sage Publications, 11Katz, , & Lazarsfeld.
Personal Influence: The Part Played by People in the Flow of Mass Communications.
Free Press, 1955.
Pemuda di Kota Banjarmasin.
Ay Pengabdian Masyarakat, 1.
, 2024.
13Irwan Putra.
Suparno.
Mardawani.
Ade Verawati, & Nurul Fadilah.
Analisis Strategi KPU untuk Mendorong Partisipasi Politik Pemilih Pemula pada Pemilihan Umum Tahun 2024 di Desa Sungai Garong.
Pemilu Huda.
Nurul et al.
AuSosialisasi Sadar Menjelang Pilkada pada Komunitas Vol.
No.
October 2025: pp.
West Science Law and Human Rights The level of participation of young voters is influenced by the intensity of socialization and 14From these research results, it can be concluded that political communication is key to participation in various regions.
Therefore, research on the South Kalimantan General Elections Commission (KPU) strategy is crucial for providing new empirical contributions rooted in the local context of South Kalimantan.
METHODS
1 Types and Approaches of Research This study uses a qualitative approach with a descriptive research type, because it aims to understand and describe in depth the strategies implemented by the General Election Commission (KPU) of South Kalimantan Province in increasing the participation of first-time voters in the 2024 South Kalimantan Gubernatorial Election (Pilgu.
This approach was chosen so that researchers can trace the social phenomena that occur behind the KPU's policies and activities, not just measuring participation Qualitative understand the phenomena experienced by research subjects such as behavior, holistically, by describing them in the form of words and language, in a specific natural 15This approach allows researchers to obtain a comprehensive picture of how the Setiawan.
Heru Dian & Tb.
Massa Djafar.
AuPartisipasi Politik Pemilih Muda dalam Pelaksanaan Demokrasi di Pemilu 2024.
Ay Populis:
Jurnal Sosial dan Humaniora, 8.
, 2023.
15Moleong.
Lexy J.
Metodologi Penelitian Kualitatif.
Bandung:
Remaja Rosdakarya.
communication and socialization strategies of the South Kalimantan Provincial KPU shape the political participation of the younger A qualitative descriptive approach is also considered the most appropriate because it focuses on exploring meaning and interpretation, not just on the cause-and-effect relationships between variables.
Qualitative research places greater emphasis on the meaning behind apparent phenomena, so the in-depth 16Through researchers can understand the dynamics within the South Kalimantan KPU and identify factors that influence the level of participation among first-time voters.
2 Location and Time of Research This research was conducted at the South Kalimantan Provincial General Elections Commission (KPU) office in Banjarmasin City.
This location was chosen purposively because the South Kalimantan General Elections Commission (KPU) is the provincial-level election management body with direct authority to develop and implement voter education and outreach As the institution responsible for the 2024 South Kalimantan gubernatorial election, the KPU plays a strategic role in reaching first-time voters across all regencies/cities in South Kalimantan.
The research was conducted on October 15, 2025, after the 2024 South Kalimantan gubernatorial election was This date was chosen because it was an evaluative moment, when all outreach activities, participatory campaigns, and voter education programs had been completed.
This allowed researchers to obtain reflective and comprehensive data, both regarding the success of the KPU's strategy and the Sugiyono.
Metode Kualitatif.
Kuantitatif, dan R&D.
Alfabeta.
Penelitian Bandung:
Vol.
No.
October 2025: pp.
West Science Law and Human Rights implementation process.
Determining location and time in qualitative research must take into account data accessibility and the relevance of the social context to be understood.
17In this case, choosing the post-election time helps researchers collect more objective and evaluative information because respondents already have real experience with the implementation of KPU strategies during the gubernatorial election stages.
researcher chose him because the data and indepth information sought by the researcher were related to the division he was in charge of and he had direct knowledge and experience in designing and implementing programs to increase the participation of firsttime voters in the 2024 South Kalimantan Gubernatorial Election.
He also played a role implementation of socialization activities Province South Kalimantan.
3 Population Research Subjects The population of this study included all officials or staff of the South Kalimantan Provincial General Elections Commission (KPU) involved in outreach, voter education, community participation, and human resources (HR).
However, due to time constraints and the in-depth nature of the research, the researcher employed a purposive sampling technique, selecting informants based on specific considerations relevant to the research focus.
Purposive researchers to select informants who best understand the problem being studied, so that the data obtained is more accurate and indepth.
18This approach differs from random sampling, which emphasizes statistical in qualitative research, the depth of information and its relevance to the research focus are more important.
This subject selection is considered capable of providing a comprehensive picture of the South Kalimantan KPU's strategy in the context of first-time voters.
The main subject of this study is Mr.
Fahmi Failasopa.
Pd.
MIP, as a Commissioner of the South Kalimantan Provincial General Elections Commission (KPU) and also as the Head of the Division of Socialization.
Voter Education.
Community Participation, and Human Resources.
The 4 Variables and Operational Definitions The main variable in this study is the increase in participation of first-time voters in the 2024 South Kalimantan gubernatorial This variable is defined as the increase in the number and active involvement of first-time voters in the 2024 South Kalimantan gubernatorial election process compared to the 2020 gubernatorial Data from the South Kalimantan General Elections Commission (KPU) shows that in the 2020 gubernatorial election, the number of first-time voters was recorded at 277,777 out of a total of 2,793,811 voters.
Meanwhile, in the 2024 gubernatorial election, this number increased to 702,500 out of a total of 3,041,499 voters, or an increase of 424,723.
This demonstrates the significant impact of the KPU's strategy, although external factors such as the simultaneous implementation of elections and the post-COVID-19 situation also played a role.
In this study, increasing participation is understood not only quantitatively .
he number of voters presen.
, but also qualitatively, namely how the General Elections Commission (KPU) builds political awareness among first-time voters through voter education and public communication.
This approach is crucial for assessing the Creswell.
John W.
Research Design:
Qualitative.
Quantitative, and Mixed Methods Approaches.
Thousand Oaks: Sage Publications.
Sugiyono.
Metode Kualitatif.
Kuantitatif, dan R&D.
Alfabeta Penelitian Bandung:
Vol.
No.
October 2025: pp.
West Science Law and Human Rights effectiveness of the KPU's strategy within the context of political communication theory, which emphasizes the role of messages and media in influencing public political behavior.
5 Data Types and Sources This research uses two main types of data, namely primary data and secondary Primary data was obtained directly from in-depth interviews with a key informant, namely a commissioner of the South Kalimantan Provincial General Elections Commission (KPU), who has direct authority over the implementation of the program to increase first-time voter participation.
The interviews were conducted using semistructured questions to maintain flexibility yet focus on the research topic.
Secondary data was obtained from official documents and publications of the South Kalimantan KPU, such as election stage reports, media releases, socialization content on social media, and news from trusted sources regarding the activities of the South Kalimantan Provincial KPU.
The combination of primary and secondary data is important for establishing validity and depth of analysis because it allows researchers to triangulate sources.
this way, the findings from the interviews can be confirmed through written documents and digital sources, so that the research results are more credible and accountable.
6 Data Collection Technique This study employed two primary data collection methods: semi-structured interviews and data collection from the South Kalimantan Provincial General Elections Commission (KPU) as the official data source.
This approach was chosen to ensure that the researcher obtained data that was not only descriptive but also interpretive and Therefore, the results of the study can provide a deeper understanding of the South Kalimantan KPU's communication strategy in increasing first-time voter participation in the 2024 gubernatorial Selecting the right data collection technique is crucial in qualitative research, as data quality will determine the accuracy of the conclusions drawn.
This semi-structured interview was conducted with the main source, namely one of the Commissioners of the South Kalimantan General Elections Commission (KPU) for the Division of Socialization.
Voter Education.
Community Participation, and Human Resources.
Fahmi Failasopa.
Pd.
MIP.
This interview technique allows researchers to adjust questions according to the context of the conversation, as well as providing space for the source to express their views more openly.
Moleong explained that semi-structured interviews are an effective way to explore the meaning of the research subject's experience in more depth, especially when researchers want to understand social phenomena from the source's perspective 21Through this interview, researchers obtained information regarding the form of communication strategies, challenges in the field, and innovations carried out by the KPU in reaching first-time voters throughout South Kalimantan.
In addition to interviews, researchers also obtained data from archives and official publications from the South Kalimantan Provincial General Elections Commission (KPU), including election outreach activity reports, voter turnout data, and internal documents relevant to the research focus.
These data served as complementary sources of information that strengthened the interview results and provided a factual basis for the research analysis.
Combining Moleong.
Lexy J.
Metodologi Penelitian Kualitatif.
Bandung:
Remaja Rosdakarya.
Sugiyono.
Metode Kualitatif.
Kuantitatif, dan R&D.
Alfabeta.
Moleong.
Lexy J.
Metodologi Penelitian Kualitatif.
Bandung:
Remaja Rosdakarya.
Penelitian Bandung:
Vol.
No.
October 2025: pp.
West Science Law and Human Rights interview data with institutional data increased the validity of the study because researchers could verify the correspondence between field findings and empirical data from official institutions.
The use of these two data sources provides the methodological advantage of data triangulation, which strengthens the validity and reliability of the research results.
Through triangulation, data obtained from interviews can be compared with data from official institutions, allowing researchers to obtain a complete and objective picture of the phenomenon being studied.
Therefore, the data collection techniques used in this study serve not only to gather information but also to build trust in the research results through a systematic, in-depth, and empirically verified 7 Data Analysis Techniques Data analysis was carried out using an interactive model that includes three main stages, namely: data reduction, data display, and conclusion drawing/verification.
In the data reduction stage, researchers selected and focused on data relevant to the communication strategies and effectiveness of the South Kalimantan Provincial Election Commission (KPU) in reaching first-time The data presentation stage was conducted in the form of a descriptive narrative that illustrated the relationship between political communication theory and field findings.
The conclusion-drawing stage was conducted iteratively, with each finding verified with additional data or clarification from informants.
To ensure the validity of the research results, the researchers applied triangulation of sources and methods, comparing the interview results with documentation and Miles.
Huberman.
, & Saldana, .
Qualitative Data Analysis: A Methods Sourcebook .
rd ed.
Los Angeles: Sage Publications.
official KPU publications.
The research results are expected to be not only descriptive but also have theoretical validity and practical implications for increasing young voter participation in the future.
RESULTS AND DISCUSSION
1 An Overview of the South Kalimantan Provincial Election Commission and First-Time Voters Gubernatorial Election The South Kalimantan Provincial General Election Commission (KPU Kalse.
is an independent institution responsible for organizing general elections in the In the 2024 gubernatorial election, this institution not only serves as a technical organizer but also as an agent for public political education.
According to data released by the South Kalimantan Provincial Elections Commission (KPU), the number of registered voters (DPT) increased from 2,793,811 in the 2020 gubernatorial election to 3,041,499 in the 2024 gubernatorial election, indicating an increase of approximately 247,688 new voters.
Of this total, the number first-time dramatically to 702,500, significantly higher than the 277,777 in 2020.
This significant increase not only reflects demographic dynamics but also marks the success of the South Kalimantan Provincial Election Commission's (KPU) political outreach and education strategy.
External factors such as the simultaneous elections and the end of social restrictions due to the COVID-19 pandemic also played a role.
This increase in participation is inextricably linked to the KPU's systematic efforts to target young voters through various communication channels, both conventional and digital.
Miles.
Huberman.
, & Saldana, .
Qualitative Data Analysis: A Methods Sourcebook .
rd ed.
Los Angeles: Sage Publications.
Creswell.
John W.
Research Design:
Qualitative.
Quantitative, and Mixed Methods Approaches.
Thousand Oaks: Sage Publications.
Vol.
No.
October 2025: pp.
West Science Law and Human Rights Because first-time voters have unique characteristics, they are more open to information but also more vulnerable to Therefore, understanding how the South Kalimantan General Elections Commission (KPU) adapts to building effective political communication with this group is crucial.
The success of modern political communication depends on the ability of public institutions to build a two-way dialogue with the general public or community, rather than simply conveying one-way information.
25The South Kalimantan KPU's strategy can be understood as an effort to build participatory communication between state institutions and the younger generation.
2 The South Kalimantan Provincial Election Commission's Strategy Increase the Number of FirstTime Voters In an effort to increase the participation of first-time voters in the 2024 South Kalimantan gubernatorial election, based on information obtained by researchers from interviews, the General Elections Commission (KPU) of South Kalimantan Province communication strategy oriented towards an educational, participatory, and communitybased approach.
The initial step taken was to provide direction to all district/city KPUs in South Kalimantan to analyze areas with low voter participation rates, especially among first-time voters, based on the results of the 2024 Election evaluation.
The results of this analysis became the basis for district/city KPUs to approach or go directly to subdistricts and villages with low participation rates, in order to create a close relationship between election organizers and the This locally-based approach strengthens the KPU's function as an institution that not only educates but also A builds collective awareness about the importance of participation in democracy.
The South Kalimantan General Elections Commission (KPU) adopted a national activity that had been implemented in the General Election, namely the Election Parade.
This implementation was also carried out in the 2024 South Kalimantan Gubernatorial Election called the 2024 Regional Election Parade, which was carried out massively in all districts/cities.
This parade became a symbolic and educational means in the efforts of the South Kalimantan Provincial KPU in campaigning the importance of community role and participation in the 2024 Gubernatorial Election.
Through this activity, democratic values were introduced in an interesting and inclusive way, especially to the younger The South Kalimantan Provincial KPU also held the launch of the mascot "Bekantan" which is a regional icon and a symbol of local democratic identity.
In the launch event, national artists were presented, which this event was part of the persuasive communication strategy of the South Kalimantan Provincial KPU because public figures were considered effective in attracting the attention of young voters and building emotional closeness with the audience, plus the artists who attended the mascot launch were directed to invite the audience who were present, which in fact were first-time voters, to participate in the 2024 South Kalimantan Gubernatorial Election.
In addition, the South Kalimantan General Elections Commission (KPU) also held a fun walk and thematic exhibition involving KPU district/city work units (Satke.
In this activity, each Satker displayed attributes, props, and social media related to the stages of the regional elections at their respective stands.
This approach emphasized that effective political communication is not only about conveying messages but also building meaningful interactions between institutions and the community.
Through McQuail.
Denis.
Mass Communication Theory .
th ed.
London: Sage Publications.
Vol.
No.
October 2025: pp.
West Science Law and Human Rights activities such as these, the South Kalimantan KPU created an interactive space that directly connected the community with election This aims to strengthen a sense of ownership of the democratic process and build public trust in election organizing The South Kalimantan General Elections Commission (KPU) also expanded its outreach strategy through collaboration with the mass media.
KPU commissioners actively served as resource persons on various broadcast programs, such as "Ayo Mencucuk" on TVRI South Kalimantan and educational programs on RRI South Kalimantan, as a form of digital media-based outreach that could reach a wider public.
The KPU also continued to conduct offline .
ace-to-fac.
outreach by inviting youth groups, local communities, and youth organizations as part of an effort to strengthen the participation of first-time Outreach activities were also conducted in academic settings, such as at Lambung Mangkurat University and UIN Antasari Banjarmasin, involving Student Executive Boards (BEM) and student This approach not only expanded the reach of the South Kalimantan KPU's political communication but also created a space for dialogue that encouraged the growth of political awareness among the younger generation.
In the digital realm, the South Kalimantan KPU optimizes the use of official social media such as Instagram.
YouTube, and X (Twitte.
as the main channels for Through creative content in the form of infographics, educational videos, and testimonials from inspiring young figures through social media, the KPU has succeeded in reaching young audiences or first-time voters in a fresher and more communicative As part of its interactive strategy, the South Kalimantan KPU also held quizzes and question and answer sessions on Instagram and YouTube, where participants who answered the questions correctly received official merchandise from the South Kalimantan KPU such as t-shirts, hoodies, jackets, mugs, etc.
This strategy has proven effective in attracting attention and increasing A the involvement of young voters because it creates a fun participatory atmosphere.
Based on data from the South Kalimantan KPU's social media activity, the level of public interaction increased by more than 50% during the 2024 gubernatorial election socialization period compared to the previous period, which shows the success of the digital communication strategy in increasing the participation of first-time voters while strengthening the image of the South Kalimantan KPU as a modern and responsive institution to current developments.
3 Obstacles and Evaluation of the South Kalimantan Gubernatorial Elections In the 2020 and 2024 South Kalimantan gubernatorial elections, the South Kalimantan General Elections Commission (KPU) faced several obstacles that provided important lessons for improving the quality of political participation in the future.
In the 2020 gubernatorial election, the greatest challenge arose from the COVID-19 pandemic, which restricted all face-to-face activities and public This situation meant that outreach could only be conducted online through social media and digital platforms, and limited the implementation of field or offline activities that could directly involve the public.
The 2020 gubernatorial election was not held simultaneously with the regional head elections in several regencies/cities, resulting in divided public attention and decreased voter enthusiasm.
Limited mobility and public concerns about the spread of the COVID-19 virus also contributed to lower participation rates, particularly among firsttime voters, who generally require a more direct and interactive approach to increase their political awareness.
In contrast, the 2024 South Kalimantan demonstrated a significant increase in outreach activities and voter participation.
The absence of a pandemic and the simultaneous holding of the gubernatorial election and the regional elections in South Kalimantan provided stronger momentum Vol.
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West Science Law and Human Rights for the General Elections Commission (KPU) to conduct massive online and offline Educational activities such as the Pilkada Parade, the launch of the Bekantan mascot, and collaborations with educational institutions were able to be implemented in person in various regencies/cities.
However, there are also aspects that require evaluation in the implementation of the 2024 South Kalimantan gubernatorial election outreach:
the inability to fully reach all sub-districts and villages, particularly in areas with relatively low participation rates.
This occurred due to limited budget allocation for outreach, as the allocation only reached the regency/city level, not the sub-district level, resulting in underimplementation of outreach activities at the sub-district and village levels.
In addition to limited outreach, one important note in the 2024 gubernatorial election evaluation is the lack of grouping of final voter data (DPT) by age or generation.
date, both at the South Kalimantan Provincial Election Commission (KPU) and the Indonesian General Elections Commission (KPU RI), voter data remains general, with no classification based on generational groups such as Generation Z.
Millennials.
X, or Baby Boomers.
As a result, the KPU has difficulty analyzing voter turnout based on age characteristics, even though it is crucial for designing a more targeted communication strategy tailored to the generation.
This evaluation was discussed at the KPU RI National Coordination Meeting, where the KPU proposed that voter grouping be implemented from the DPT registration stage in the future to allow for more precise and accurate turnout analysis.
Through this grouping, the General Elections Commission (KPU) can compare the number of registered voters with the number of voters who actually exercise their right to For example, if there are one million first-time voters registered but only 700,000 have exercised their right to vote, the KPU can Nimmo.
Dan.
Political Communication and Public Opinion in America.
New York: Longman.
easily identify the 300,000 potential voters who have not yet participated and engage with that segment specifically.
Effective political participation depends on the extent to which election organizers are able to recognize the social characteristics of voters and adapt their communication strategies Lessons learned from the 2020 and 2024 gubernatorial elections demonstrate that the success of democracy is determined not only by the technical aspects of election implementation but also by the KPU's ability to adapt, evaluate, and develop data-driven strategies to increase political participation in the future.
4 Analysis Strategy Effectiveness Based on Political Communication Theory When perspective of political communication theory, the South Kalimantan KPU's strategy can be said to have successfully created persuasive, participatory, and educational The effectiveness of political communication is determined by three main components: the communicator .
he sender of the messag.
, the message .
he message being delivere.
, and the audience .
he recipient of the messag.
26In the context of this research, the South Kalimantan KPU plays a role as a public communicator who successfully conveys messages about the importance of participation in a way that is relevant to young voters.
The messages conveyed by the South Kalimantan KPU communication channels, from face-to-face meetings to mass media and social media, are not only informative but also build emotional connections and collective identity.
Messages packaged with social and moral values have a greater influence on audience attitudes and Empirical results show that this approach significantly increased first-time McQuail.
Denis.
Mass Communication Theory .
th ed.
London: Sage Publications.
Vol.
No.
October 2025: pp.
West Science Law and Human Rights voter turnout.
The increase in voter turnout and active participation of young people in the 2024 South Kalimantan gubernatorial election are concrete evidence of the success of communication strategy.
Therefore, the South Kalimantan General Elections Commission (KPU) can serve as a model for effective public communication practices in encouraging political participation at the local level.
This analysis concludes that the South Kalimantan General Elections Commission (KPU)'s strategy successfully integrated communication technology harmoniously.
This success demonstrates that a healthy democracy requires not only a strong legal system but also political communication capable of reaching, educating, and mobilizing the public, especially the younger generation or first-time voters, to actively participate in politics.
CONCLUSION
This research demonstrates that the primary urgency of the study on the South Kalimantan General Elections Commission (KPU)'s strategy to increase first-time voter participation in the 2024 South Kalimantan gubernatorial election lies in how the election organizing body can build effective, communication to the dynamics of the younger generation.
In the context of evolving democracy, the political participation of firsttime voters plays a strategic role in determining the direction of public policy and the quality of regional government The South Kalimantan KPU recognizes the importance of the younger generation's role as agents of social change, thus implementing political communication strategies aimed at strengthening political awareness and a sense of responsibility in exercising their right to vote.
The strategy implemented by the South Kalimantan General Elections Commission (KPU) reflects the application of Through various programs and A activities such as the Regional Elections Parade, the launch of the Bekantan mascot, fun walks and exhibitions at the district/city KPU, and outreach through universities and youth organizations, the KPU has successfully created two-way interaction between the election organizers and the public.
This strategy not only conveys information but also fosters awareness and interest in politics among young people.
These efforts are reinforced by collaboration with mass media outlets such as TVRI and RRI, where commissioners actively serve as resource persons in public programs oriented towards voter education.
All of these strategies contributed to a significant increase in firsttime voter participation in the 2024 South Kalimantan gubernatorial election compared The use of digital technology is a key factor in expanding the reach of the South Kalimantan General Elections Commission (KPU)'s outreach.
Through platforms such as Instagram.
YouTube, and Twitter, the KPU presents informative and creative content in the form of videos, infographics, and interactive quizzes.
A question-and-answer program with prizes of official KPU merchandise, such as t-shirts, hoodies, and mugs, is an effective persuasive strategy in attracting young voters to actively follow the KPU's official accounts and pay attention to the educational messages conveyed.
This communication in the digital era demands creativity and interactivity so that democratic messages can be widely accepted by the digital native generation.
The 2020 and 2024 South Kalimantan gubernatorial elections also presented several evaluation material.
In the 2020 gubernatorial election, the COVID-19 pandemic limited public outreach to online media, while the inconsistent scheduling of the gubernatorial and regional elections in several regions led to a disparity in public attention.
This situation resulted in decreased voter participation, particularly among first-time voters who require face-to-face interaction.
Meanwhile, in the 2024 gubernatorial election, although Vol.
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West Science Law and Human Rights implementation proceeded more optimally with online and offline outreach, the limited budget for outreach, which only reached the district/city level, hampered the expansion of activities to all sub-districts and villages with low participation rates.
The evaluation results indicate that the lack of permanent voter data grouping by generation or age category poses a strategic General Elections Commission (KPU) in designing a more targeted communication approach.
This lack of data not only hampers voter behavior analysis but also limits the KPU's ability to conduct evidence-based policy interventions.
The South Kalimantan KPU's proposal at the 2024 KPU RI National Coordination Meeting regarding the importance of grouping DPT data by generation is a crucial step towards increasing the effectiveness of future political communication strategies.
By segmenting voters into Generation Z.
Millennials.
X, and A Baby Boomers, the KPU can assess the actual participation rate of each group and develop more accurate strategies to reach voters who have not yet exercised their right to vote.
It can be concluded that the South Kalimantan General Elections Commission (KPU)'s political communication strategy has proven successful in increasing first-time voter participation through a collaborative, digital, and community-based approach.
This success demonstrates that the effectiveness of political communication depends not only on how widely a message is disseminated, but also on how the institution is able to build emotional closeness and public trust.
Moving forward, the KPU is expected to continue strengthening its institutional capacity with data-driven, sustainable strategies that are developments in information technology to strengthen local democracy.
REFERENCES