The Effectiveness of Cultural Identity and Social Capital in Shaping Voter Behavior (Case Study: Political Campaign Communication By Herman Deru in the 2018 South Sumatra Gubernatorial Election)

Abstract

This study aims to analyze the effectiveness of political campaign communication that leverages cultural identity and social capital in shaping voter behavior, using the case of Herman Deru’s campaign in the 2018 South Sumatra gubernatorial election. Employing a qualitative case study approach, data were collected through in-depth interviews, observations, and campaign media documentation. The findings show that Herman Deru strategically constructed an ethnic Komering identity narrative using local symbols such as the slogan “Putra Asli Komering” and regional language, which fostered emotional closeness with voters. In addition, the mobilization of social capital through bonding (ethnic solidarity), bridging (inter-group relations), and linking (access to political and economic elites) expanded campaign outreach and strengthened public trust. The integration of identity-based political communication with structured social networks proved effective in influencing voter behavior, particularly in a multicultural society like South Sumatra. This study concludes that political communication combining symbolic and structural elements can serve as a powerful electoral strategy in local political contests.