POLITICAL COMMUNICATION OF ETHNIC MINORITIES TO THE MAJORITY ETHNICITY IN THE 2019 REGIONAL REPRESENTATIVE COUNCIL (DPRD) ELECTION OF WEST SULAWESI PROVINCE

Abstract Election is a mean of conveying big ideas in developing Indonesia in general and in the electoral districts of legislative and executive members in particular. Election implementation requires each participant to make positive innovations or breakthroughs that are useful for society. The purpose of this study is to evaluate the influence of political communication strategies and factors that influence the electability of minority candidate’s election 2019 West Sulawesi provincial legislative research uses a qualitative approach to understand reality, social reality, and human perceptions while emphasizing meaning and interpretation of the object under study. The collection of data involves in-depth interviews, observations of situations and phenomena at research sites, and documentation. The process of analyzing the data descriptively uses the spiral model data analysis technique and tests the validity of the data. Results of the study indicate that ethnic minorities, as economic actors and community leaders in West Sulawesi, have indirectly shaped the mindset and education of democracy in the province. By having capital, strategy, and a model of political communication, ethnic minorities can compete for the election of the regional legislative council of West Sulawesi's ethnic majority. Economic, social, and cultural capital foster interaction and cooperation among ethnic groups in order to foster interethnic trust. As a result of their existence, ethnic minorities are able to dominate the economy of the region. Door-to-door political communication can hypnotize the majority using its vision, mission, and programs, as well as commitment to society's interests. So that people can feel like their aspirations will be heard and can hope for a better life, as with other people on Manakkara land besides that, the approach to local languages and the use of media in communicating, especially for campaigning and socializing. Furthermore, there are models of character and friendship, a solid election campaign team, and models of shadow power through financial support from various parties as a form of political communication among ethnic minorities in West Sulawesi Province