Modalities in Khofiah Indah Parawansa's Victory in the 2018 East Java Governor Election

Maharina Novia Zahro; Anang Sujoko

doi:10.22219/logos.v6i1.21927

Authors

Maharina Novia Zahro Master of Communication Sciences Department, Universitas Brawijaya Malang
Anang Sujoko Department of Communication Sciences, Universitas Brawijaya Malang

DOI:

https://doi.org/10.22219/logos.v6i1.21927

Keywords:

Political Communication; Political Branding, Women

Abstract

The dominance of the Muslim community in East Java and the existence of a patriarchal culture affect voter behavior, making it difficult for women to become governors. This study aims to reveal the success factors of women, namely Khofifah Indah Parawansa, to become Governor in East Java from the aspect of his modalities based on Piere Boerdiau's perspective. This research uses a type of qualitative research with narrative analysis. This research shows that Khofiah's victory is inseparable from the ability to maximize all types of modalities owned, namely social capital, cultural capital, and symbolic capital. All types of modalities were then packaged very well by the political public relations of Khofifah's winning team so as to win a lot of public sympathies and greatly contribute to Khofiah's victory.

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