Komunikasi Strategis dalam Pemilihan Umum Kepala DaerahStudi Kasus: Kampanye Pasangan Widya Kandi- M. Mustamsikin dalam Pemilihan Bupati Kendal 2010

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STRATEGIC COMMUNICATION IN LOCAL GENERAL ELECTION (CASE STUDY: WIDYA KANDI-M. MUSTAMSIKIN’S CAMPAIGNIN KENDAL 2010 LOCAL GENERAL ELECTION) Abstract Widya Kandi-Mustamsikin’s winning in Kendal 2010 local general election is a unique case in Indonesia. The uniqueness was mainly due to the ability to defeat incumbent and Widya Kandi’s track record that invites controversy. Widya Kandi’s husband Kandi, Hendy Boedoro, is convicted of corruption in regional budgets when he became head of regent in Kendal Kendal and still in prison until now. Through the Elaboration Likelihood Model (ELM) from Petty and Caccioppo, researcher try to provide a comprehensive picture of Widya Kandi-Mustamsikin’s strategic communications and how their voters as recipients processedpersuasive communication. ELM showed route of persuasive communication processing performed by the receiver. Message recipients who werehighly motivated and have high ability to process information usedcentral route for processin

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