Contemporary Political Practice: Political Communication from the Perspective of Concepts, Theories, and Strategies

In contemporary political practice, political communication plays a strategic role in shaping public opinion, building legitimacy of power, and influencing relations between political actors and society. The development of digital media and the intensity of information flows have changed the way political messages are produced, disseminated, and interpreted, so that political communication can no longer be understood solely as a process of conveying information, but as a social experience laden with meaning and emotion. This study aims to understand political communication from the perspective of concepts, theories, and strategies, emphasizing how the process is interpreted by the public in the context of contemporary political practice. This study uses a theoretical qualitative approach with a literature study design, with data sources in the form of scientific books, reputable journal articles, and academic documents relevant to the study of political communication. The data were analyzed using thematic analysis to identify patterns of meaning and social dynamics that emerge in the practice of political communication. The results show that political communication is experienced as a symbolic and emotional process that shapes public perception, involves the negotiation of meaning between hope and doubt, and produces dynamic and fragile trust. Political communication strategies not only serve to build support but also have the potential to trigger ambiguity and public skepticism when they are not in line with the social experiences of the community. Theoretically, this study enriches the study of political communication by emphasizing the importance of a qualitative approach in understanding public social experiences and meanings. Practically, these findings have implications for the development of political communication strategies that are more contextual, reflective, and sensitive to social dynamics in modern democracies.