Proceedings of the 1st International Conference on Gender, Culture and Society, ICGCS 2021, 30-31 August 2021, Padang, Indonesia

Research Article

Female Candidates Efforts in Winning Legislative Elections: Case Padang City Candidates

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  • @INPROCEEDINGS{10.4108/eai.30-8-2021.2316419,
        author={Billy Febrima Hidayat and Sri Zul Chairiyah and Dewi  Anggraini},
        title={Female Candidates Efforts in Winning Legislative Elections: Case Padang City Candidates },
        proceedings={Proceedings of the 1st International Conference on Gender, Culture and Society, ICGCS 2021, 30-31 August 2021, Padang, Indonesia},
        publisher={EAI},
        proceedings_a={ICGCS},
        year={2022},
        month={4},
        keywords={female candidates legislative general election political marketing},
        doi={10.4108/eai.30-8-2021.2316419}
    }
    
  • Billy Febrima Hidayat
    Sri Zul Chairiyah
    Dewi Anggraini
    Year: 2022
    Female Candidates Efforts in Winning Legislative Elections: Case Padang City Candidates
    ICGCS
    EAI
    DOI: 10.4108/eai.30-8-2021.2316419
Billy Febrima Hidayat1,*, Sri Zul Chairiyah1, Dewi Anggraini1
  • 1: Faculty of Social and Political Sciences, Universitas Andalas, Padang, Sumatera Barat, Indonesia
*Contact email: billy.febrima@gmail.com

Abstract

Gender equality will strengthen the ability of developing countries, effective governance and sustainable development. This article focuses on understanding political marketing strategies and activity patterns of Gustin Pramona as a female legislative candidate with two wins, based on data as a legislative candidate for the 2009-2014 period and the 2014-2019 period as a baseline. Furthermore, this article aims to understand the impact of the political marketing strategy implemented by Gustin Pramona in mass mobilization to become the voice of the region. Our main contribution is to provide insight into evidence that women are able to compete and fight in the general election of the Padang City legislature. The results showed that Gustin Pramona carried out a political strategy by offering development-based programs and assistance using interpersonal communication. From the gender aspect, Gustin Pramona embraces women who have problems with social inequality. In introducing himself and delivering his vision and mission, he uses a spiritualist approach to the community. Another approach taken by Gustin Pramona to women is also one of his marketing strategies which has stimulated women to take part in terms of political representation.