Marketing Isu Agama Dalam Pemilihan Kepala Daerah Di Indonesia 2015-2018
Abstract
Abstrak
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Isu agama menjadi salah satu instrumen strategis dalam kontestasi pemilu di Indonesia, khususnya dalam pemilihan kepala daerah (pilkada). Sebagai bagian dalam pembentukan perilaku memilih, sentimen dan isu agama muncul dan digunakan di 7 pilkada sepanjang 2015-2018. Dalam strategi marketing politik, terdapat dua jenis konten, yakni ajakan untuk memilih pemimpin seagama, atau larangan untuk memilih pemimpin yang berbeda agama; dan black campaign. Produksi isu agama (konten) tidak lepas dari dua konteks: sosial-politik di level lokal/daerah dan konteks kompetitor dalam pilkada. Konteks sosial-politik lokal, berkaitan dengan konteks historis, seperti sentimen dan pengalaman konflik agama di masa lalu. Konteks ini dihubungkan dengan isu-isu (konten) untuk mendiskreditkan lawan politik dan digunakan melalui black campaign. Sedangkan dalam konteks kompetitor, isu agama muncul jika terdapat salah satu kandidat berlatarbelakang minoritas. Identitas minoritas kandidat menjadi sumber untuk memproduksi isu agama. Isu agama digunakan melalui larangan memilih pemimpin dari latar belakang agama berbeda (konten). Isu agama yang muncul di sepanjang penyelenggaraan pilkada 2015-2018 memiliki cara, bentuk dan pola dimana konten dan konteks saling berkaitan.
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Kata Kunci: isu agama, marketing politik, pemilihan kepala daerah
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