KETIKA ISU MENGUNGGULI IDENTITAS: ANALISIS KEMENANGAN ZOHRAN MAMDANI DALAM PEMILIHAN WALI KOTA NEW YORK 2025
DOI:
https://doi.org/10.56015/gjikplp.v13i7.1024Keywords:
kampanye barbasis isu, politik perkotaan, mobilisasi sumber daya, pembingkaian pesan, zohran mamdaniAbstract
Kemenangan Zohran Mamdani dalam Pemilihan Wali Kota New York 2025 menunjukkan bahwa strategi kampanye berbasis isu dapat menjadi faktor penentu yang lebih kuat daripada identitas pribadi kandidat. Meskipun sering dipersepsikan sebagai tokoh dari kelompok minoritas, penelitian ini menemukan bahwa keberhasilan Mamdani lebih banyak ditentukan oleh kemampuannya menyusun strategi komunikasi yang relevan dengan kebutuhan warga, terutama mengenai perumahan terjangkau, tekanan biaya hidup, dan akses layanan publik. Analisis dilakukan melalui tiga sumber utama, yaitu data pendanaan kampanye, aktivitas digital, dan liputan media. Temuan menunjukkan bahwa Mamdani mampu memaksimalkan sumber daya non material seperti relawan, komunitas lokal, dan media digital dengan biaya rendah untuk menutupi keterbatasan dukungan finansial dari pihak luar. Pada saat yang sama, pesan kampanye disampaikan melalui rangkaian isu yang konsisten sehingga membentuk pola naratif yang mudah dikenali oleh publik. Strategi ini berhasil meningkatkan resonansi pesan dan memperluas dukungan pemilih menjelang hari pemilihan. Penelitian ini menyimpulkan bahwa kampanye Mamdani menjadi contoh penting mengenai bagaimana kandidat dapat memenangkan persaingan melalui pendekatan berbasis isu yang terstruktur, didukung oleh organisasi yang kuat dan komunikasi yang berkesinambungan. Temuan ini memberikan wawasan baru mengenai strategi politik di lingkungan kota yang beragam.
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