Strategi Komunikasi Politik Wakil Wali Kota Jambi dalam Membangun Citra Kepemimpinan Inklusif di Kalangan Generasi Muda

Abstract

This study examines the political communication strategy of Jambi Deputy Mayor, Diza Hazra Aljosha, in building an inclusive leadership image among young people in Jambi City. The research is motivated by the relatively low level of youth political participation despite the large proportion of millennials and Generation Z in the region. This study aims to analyze how political messages are designed, communication channels are selected, and interactions are established to foster engagement and strengthen leadership perception among young people. A qualitative descriptive approach was employed through in-depth interviews with key informants, including the Deputy Mayor, government staff, youth representatives, community members, and political academics. The findings indicate that Diza Hazra Aljosha adopts a participatory, approachable, and youth-oriented communication strategy. Political messages focus on motivation, leadership, creativity, entrepreneurship, digital economy, and youth participation in regional development. Communication is conducted through direct interactions, youth programs, seminars, community forums, and social media platforms such as Instagram, TikTok, and Facebook. The study concludes that this communication strategy effectively enhances youth engagement, strengthens trust in local government, and promotes an inclusive leadership image. The findings contribute to the development of local political communication studies and provide practical insights for designing youth-centered public communication strategies.