Da'wah Communication and Electoral Strategy PKS's Political Identity Transformation as an Open Party (2009–2024)
DOI:
https://doi.org/10.15575/idajhs.v20i01.55156Keywords:
Da'wah Communication; Electoral Strategy; Islamic Party; Open Party; Political Marketing.Abstract
Studies on the Prosperous Justice Party (PKS) have generally focused on ideology, da’wah movements, and electoral behavior, but have not specifically examined how PKS constructs its identity as an “open party” through long-term political communication strategies in Indonesia’s plural democratic context. In addition, comparative discussions on the transformation of Islamic political communication in contemporary Muslim democracies remain limited. This study aims to analyze the transformation of PKS political communication in building its identity as an open party during the 2009–2024 period. This research employs a qualitative case study approach using in-depth interviews, documentation, and literature review. Data were collected from PKS elites, active cadres, former cadres, and political observers, then analyzed using the interactive model of Miles and Huberman. The study applies Spiral of Silence theory, political marketing, and Islamic party typology to understand the relationship between ideological identity, public opinion, and electoral strategy. The findings reveal that PKS developed a dual communication strategy consisting of external communication that is moderate, inclusive, and populist to attract broader voters, alongside internal communication based on tarbiyah to maintain ideological loyalty among cadres. PKS transformed its political branding through slogans, digital campaigns, visual symbols, and populist issues such as welfare, anti-corruption, and public services, while simultaneously preserving Islamic moral narratives and solidarity with Palestine as ideological markers. These findings demonstrate that PKS did not abandon its Islamist identity but strategically adapted its communication to changing public opinion and democratic competition. This article contributes theoretically by showing that contemporary Islamic parties combine electoral pragmatism with ideological consolidation through hybrid political communication strategies within democratic systems.
References
Abdussamad, Z. (2021). Metode Penelitian Kualitatif. CV. Syakir Media Press.
Akbar, M. C., Mayrudin, Y. M., and Narendra, R. A. (2018). Transformasi Gerakan Islam Politik Dalam Partai Politik Islam : Analisa Komparatif Akp Dan Pks Di Turki Dan Indonesia. Jurnal Of Government, 4(1), 35–57.
Aminuddin, A., Nasution, R. D., and Pia, A. (2025). Political Branding Sebagai Instrumen Komunikasi Politik Di Era Digital. Warta Dharmawangsa, 19(1), 604–621. https://doi.org/10.46576/wdw.v19i1.6009
Amsori, Yuswarni, Alexsander Yandra, Karim, M., and Arizal. (2024). Changes in Coalition Patterns of Ideological Political Parties to Transactional Pragmatists President Joko Widodo’s Leadership Period 2014-2024. Election and Regional Election in Indonesian, 12(3), 681–706. https://doi.org/10.24269/ars.v12i3.8996
Aspinall, E., Muhtadi, B., Fossati, D., and Warburton, E. (2018). Corak Ideologi Partai-Partai di Indonesia. Tirto.Id. https://tirto.id/corak-ideologi-partai-partai-di-indonesia-cJKc
Asroni, A., Yusup, M., and Sofia, A. (2013). Bagi Masyarakat Muslim Yogyakarta. Jurnal Dakwah, XIV(1), 27–50.
Basyir, A. (2014). Ideologi Politik Dilematis Partai Keadilan Sejahtera (PKS) Antara Gerakan Tarbiyah Dan Pragmatisme. In Right: Jurnal Agama dan Hak Azazi Manusia, 3(2), 237–258.
Bintang, S., Arifin, Z., and Akbar, A. (2025). Negotiating Islamic Symbols in Politics: Organisational Communication and Voter Attachment in Indonesia’s United Development Party. Muharrik: Jurnal Dakwah Dan Sosial, 8(1), 317–332. https://doi.org/10.37680/muharrik.v8i1.8767
Daulay, H. (2020). Dinamika Dakwah dan Politik Islam di Malaysia (Kajian Manajemen Dakwah dan Politik Partai Islam PAS ). TADBIR, 2(1), 141–168. https://doi.org/10.24952/tad.v2i1.2482
Djuyandi, Y., and Sodikin, F. L. (2019). Regeneration Process of The Prosperous Justice Party (PKS) to Maintain Its Existence by Election Year 2014. Society, 7(1), 11–20. https://doi.org/10.33019/society.v7i1.72
DPD PKS. (2024). Aksi Flashmob PKS Jakarta Selatan: Politik Gagasan yang Riang Gembira dan Bersahabat. https://pks-jaksel.id/aksi-flashmob-pks-jakarta-selatan-politik-gagasan-yang-riang-gembira-dan-bersahabat/
DPTP PKS. (2017). Solidaritas kepada Palestina Karena Kita Cinta Indonesia. https://pks.id/content/solidaritas-kepada-palestina-karena-kita-cinta-indonesia
Efriza. (2019). The Existence of The Political Parties in Public Perception. Jurnal Politica, 10(1), 17–38. https://doi.org/10.22212/jp.v10i1.1314
Fuad, A. N., Syafaq, H., and Rofhani, R. (2024). The Identity of Political Islam in a Democratic Regime: The Ideology of the Prosperious Justice Party (PKS), Indonesia and the Justice and Development Party (AKP), Turkey. Islamica: Jurnal Studi Keislaman, 18(2), 167–194. https://doi.org/10.15642/islamica.2024.18.2.167-194
Hamayotsu, K. (2011). The End of Political Islam? A Comparative Analysis of Religious Parties in the Muslim Democracy of Indonesia. Journal of Current Southeast Asian Affairs, 30(3), 133–159. https://doi.org/10.1177/186810341103000305
Haris, M., Yuwanto, Y., Yuwono, T., and Sardini, N. H. (2020). The dynamics and existence of Islamic party in 2019 General Election: Case Study of Prosperous Justice Party (PKS). Indonesian Journal of Islam and Muslim Societies, 10(2), 409–428. https://doi.org/10.18326/ijims.v10i2.409-428
Hasan, K., Sazali, H., and Mailin. (2026). Peace Communication of The Aceh Party: Integration of Local Wisdom Based on Religious Values. DAWUH : Islamic Communication Journal, 7(1), 38–54. https://doi.org/10.62159/dawuh.v7i1.1942
Hasan, N. (2012). Islamist Party, Electoral Politics And Da'wah Mobilization Among Youth: The Prosperous Justice Party (PKS) in Indonesia. JOURNAL OF INDONESIAN ISLAM, 6(1), 17–47. https://doi.org/10.15642/JIIS.2012.6.1.17-47
Irwani, A., Mikail, K., and Adytyas, N. O. (2024). The Political Response of Millennial Generation to the Replacement of the Prosperous Justice Party (PKS) Logo. Ampera: A Research Journal on Politics and Islamic Civilization, 5(02), 88–94. https://doi.org/10.19109/ampera.v5i02.22242
Lees-Marshment, J. (2009). Marketing Politics: Prinsiples and Application. Routledge Publication.
Lees-Marshment, J., Conley, B., Elder, E., Pettitt, R., Raynauld, V., and Turcotte, A. (2019). Political Marketing: Principles and Applications (3rd ed.). Routledge. https://doi.org/10.4324/9781351136907
Lilleker, D. (2006). Key Concepts in Political Communication. SAGE Publications Ltd. https://doi.org/10.4135/9781446212943
Miles, M. B., Huberman, A. M., and Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook (Third edition). SAGE Publications, Inc.
Muchtar, K. (2016). Komunikasi Politik dan Pembentukan Citra Partai. Jurnal Ilmu Komunikasi, 14(2), 136–151. https://doi.org/10.31315/jik.v14i2.2127
Muhammad, B. I. (2021). Makna Perubahan Logo Partai Keadilan Sejahtera (PKS) Dan Hubungannya Dengan Brand Image PKS. Jurnal Bahasa Rupa, 4(2), 146–158. https://doi.org/10.31598/bahasarupa.v4i2.809
Muhtadi, B. (2012). Dilema PKS Suara dan Syariah. KPG (Kepustakaan Populer Gramedia).
Mulyawan, F., Efendi, F., Afrinal, A., and Majid, I. A. (2025). From vision to reality: Transforming the social justice vision of the Partai Keadilan Sejahtera (PKS) into development policy in West Sumatra, Indonesia. Otoritas : Jurnal Ilmu Pemerintahan, 15(1), 17–34. https://doi.org/10.26618/ojip.v15i1.16579
Ndubuisi, Dr. V. N. (2023). Political Marketing: A Third Force in Political Campaign. International Journal of Research and Innovation in Social Science, 7(9), 444–455. https://doi.org/10.47772/IJRISS.2023.70938
Noelle-Neumann, E. (1974). The Spiral of Silence: A Theory of Public Opinion. Journal of Communication, 24(2), 43–51.
Noor, F. and Warjio. (2025). The Transformation of Partai Keadilan Sejahtera: The Study of Doctrine Interpretation and Political Symbols Alteration. Journal of Posthumanism, 5(6), 508–531. https://doi.org/10.63332/joph.v5i6.2047
Nurussa’adah, E., and Sumartias, S. (2017). Komunikasi Politik Partai Keadilan Sejahtera (Pks) Dalam Keterbukaan Ideologi. Jurnal Kajian Komunikasi, 5(1), 43. https://doi.org/10.24198/jkk.v5i1.8522
Olivia, F. J., and Setiawan, H. (2023). Analisis Framing Model Robert N Entman Tentang Penerapan Kembali Tilang Manual Jakarta di Kompas.com dan Tempo.com. Jurnal Ilmiah Wahana Pendidikan, 9(9), 492–498. https://doi.org/10.5281/zenodo.7969063
Purwosusanto, H. (2011). Komunikasi Pemasaran Politik Partai Islam: PKS dalam Pemilu Legislatif. Zaman.
Putri, Y. M. A., Koho, I. R., Ulfah, Setiani, A., Nurhalim, A. D., and Syafitri, C. A. (2026). Spiral Of Silence Di Media Sosial: Reinterpretasi Teori Komunikasi Massa. Jurnal Sarjana Ilmu Komunikasi (J-SIKOM), 7(1), 286–297. https://doi.org/10.36085/j-sikom.v7i1.10373
Radifa, H., and Aji, M. P. (2024). Political Communication Strategy Of The Partai Keadilan Sejahtera (PKS) On Social Media Instagram @Pk_Sejahtera Against Anies Baswedan In The 2024 Presidential Election. Journal of Humanities and Social Studies, 08(03), 852–858. https://doi.org/10.33751/jhss.v8i3.11196
Sabnu, A., Qautsar, M. I., and Siregar, N. A. (2025). Peran Partai Keadilan Sejahtera (PKS) Dalam Implementasi Penegakan Syariat Islam di Kota Banda Aceh. JIHAD : Jurnal Ilmu Hukum dan Administrasi, 7(2), 375–381. https://doi.org/10.36312/jihad.v7i2.8631
Schwedler, J. (2013). Islamists in Power? Inclusion, Moderation, and the Arab Uprisings. Middle East Development Journal, 5(1), 06–18. https://doi.org/10.1142/S1793812013500065
Seeberg, H. B. (2025). Issue ownership. In A. Nai, M. Grömping, and D. Wirz (Eds.), Elgar Encyclopedia of Political Communication (pp. 315–317). Edward Elgar Publishing. https://doi.org/10.4337/9781035301447.vol2.00077
Sumartias, N. E. dan S. (2017). Komunikasi Politik Partai Keadilan Sejahtera (PKS) dalam Keterbukaan Ideologi. Jurnal Kajian Komunikasi, 05, 44.
Supriatna, I., Amin, M., and Jasad, U. (2016). Dakwah Siyasah (Strategi Dakwah Partai Keadilan Sejahtera (PKS) dalam perjuangan Aspirasi Umat Islam. Jurnal Diskursus Islam, 04(1), 18–37.
Suryana, C. (2021). Politik sebagai Dakwah: Komunikasi Politik Partai Keadilan Sejahtera (PKS). Communicatus: Jurnal Ilmu Komunikasi, 5(1), 41–58. https://doi.org/10.15575/cjik.v5i1.12646
Sutisna, A. (2017). Perspektif Marketing Politik: Kegagalan PDIP Dan Partai Demokrat Dalam Mempertahankan Posisi Sebagai Partai Pemenang Pemilu 1999 Dan Pemilu 2009. CosmoGov, 2(1), 111. https://doi.org/10.24198/cosmogov.v2i1.11853
Tanuwidjaja, S. (2012). PKS in Post-Reformasi Indonesia: Catching the Catch-All and Moderation Wave. South East Asia Research, 20(4), 533–549. https://doi.org/10.5367/sear.2012.0127
Tepe, S. (2012). Moderation of Religious Parties: Electoral Constraints, Ideological Commitments, and the Democratic Capacities of Religious Parties in Israel and Turkey. Political Research Quarterly, 65(3), 467–485. https://doi.org/10.1177/1065912911434473
Triono, Kartini, D. S., and Sulaeman, A. (2018). Strategi Political Marketing Partai Keadilan Sejahtera (PKS) Dalam Pemilu Legislatif 2014 Di Provinsi Lampung. Jurnal Tapis: Jurnal Teropong Aspirasi Politik Islam, 14(1), 88–108. https://doi.org/10.24042/tps.v14i1.2855
Wahyudi, J. (2022). Pudarnya Ideologi Partai Islam Pascareformasi: Telaah atas Perjalanan Partai Keadilan Sejahtera (PKS) sejak Pemilu 2009-2019. POLITEA, 5(1), 104–122. https://doi.org/10.21043/politea.v5i1.14849
Wahyudi, N. (2017). Between Islam, Politics, and Democracy: The Political Ideology of Partai Keadilan Sejahtera (PKS). Journal of Indonesian Social Sciences and Humanities, 5(1), 11–25. https://doi.org/10.14203/jissh.v5i1.23
Wardani, R. K. (2024). Aksi Bela Islam 212 Tahun 2016: Perspektif Teori Perilaku Kolektif N. J. Smelser. Prosiding Konferensi Nasional Mahasiswa Sejarah Peradaban Islam (KONMASPI), 1(1), 116–123.
YASIN, R. C. L. (2016). Political Economy of the Islamist Party in a Muslim Democracy The Experience of PKS of Indonesia. Research Journal of Politics, Economics and Management, 4(4), 71–93.
Yilmaz, I., and Barton, G. (2021). Political Mobilisation of Religious, Chauvinist, and Technocratic Populists in Indonesia and Their Activities in Cyberspace. Religions, 12(10), 822–843. https://doi.org/10.3390/rel12100822
Yuniartin, T. (2019). Framing Agama Dalam Politik Praktis (Studi tentang Wacana Politik Keagamaan Partai Keadilan Sejahtera). Hanifiya: Jurnal Studi Agama-Agama, 2(1), 59–70. https://doi.org/10.15575/hanifiya.v2i1.4271
Downloads
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 Akhmad Zidni Mubarok
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish articles in Ilmu Dakwah: Academic Journal for Homiletic Studies agree to the following terms:
- Authors retain copyright of the article and grant the journal right of first publication with the work simultaneously licensed under a CC-BY-SA or The Creative Commons AttributionShareAlike License.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
