Hegemony in Political Communication: The Swing Voter Phenomenon in the 2020 Regional Election in Karangasem Regency, Bali

Abstract

The 2020 Regional Election in Karangasem, Bali was marked by a significant swing voter phenomenon. The incumbent pair Mas Sumatri and Sukerana, predicted by surveys to win with 53.9% against Dana-Dipa with 37.2% during the campaign, actually suffered a crushing defeat with 43.4%, while Dana-Dipa won with 56.6% according to the official results from the Karangasem KPU. Additionally, there was a need to increase political participation, as the Karangasem KPU data showed that out of 377,873 registered voters, only 269,501 exercised their right to vote. This means there were 108,372 voters who did not vote. This research examines the swing voter phenomenon in the 2020 Regional Election in Karangasem by addressing hegemony factors as the cause of swing voters in the 2020 Regional Election in Karangasem, Bali, Indonesia. Data were analyzed using the concept of hegemony. The results of this research are: first, the hegemonic factors of the incumbent's policies causing swing voters and the counter-hegemony by the community against the incumbent government's policies. Second, the political communication strategies of the candidates to minimize swing voters in the 2020 Regional Election in Karangasem.