The Strategy of Religious Nationalist Content of the Gerindra Party in Improving the Political Participation of Millennials (Case Study of @Gerindra Instagram Account and @Gerindra Twitter Account)

Abstract

As technology develops, variations in content creation are generated with the creation of interactions on the virtual. This situation is an opportunity for political parties to achieve the target of getting voter sympathy, especially the values of the Gerindra party in internalizing religious nationalist values. The purpose of this study is to analyze the management of social media content by the Gerindra Party in instilling the values of the Religious Nationalists in increasing the political participation of millennial generations. New media becomes interactive media in political marketing strategies that are strengthened by the concept of content strategy tools that can increase the political participation of millennials in social media. This study uses a constructivism paradigm with a case study approach. The research informant was the Gerindra Party social media team. Primary data obtained from social media observations and interviews. The results of this study are religious nationalist content managed with the situation ahead of the campaign with content strategy tools including conducting content audits, determining user persona, setting content vision statements, choosing channel strategy. The approach taken turns out to provide more interesting creativity when content co-creation is carried out with responses that are accommodated by the media team by accepting ideas and input from comments on the content presented.