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ISSN: 1907-2341 (Print), ISSN: 2685-4031 (Online)

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Dakli Nasution et.al (Ethnic Identity In Political Communication:….)

Ethnic Identity In Political Communication: A Case

Study In Teluk Pulai Village, Kualuh Leidong Sub-

District

Dakli Nasution

a ,1

, Hotmatua Paralihan

b,2

a,b

Fakultas Ushuluddin dan Studi Islam, Universitas Islam Negeri Sumatera Utara, Medan, Indonesia

daklinasution420@gmail.com;

mailto:hotmatuapara[email protected].id

ARTICLE INFO

ABSTRACT

Article History:

Accepted: 25 February 2025

Revised: 11 May 2025

Approved: 20 June 2025

Available Online: 28 July 2025

This research aims to analyse the influence of ethnic identity in political

communication in Teluk Pulai Village, Kualuh Leidong Sub-district,

Labuhanbatu Utara Regency. Using a qualitative approach and case study

method, data was collected through participatory observation and in-depth

interviews with community leaders, village heads, and residents from

various ethnicities. The results show that political communication in Teluk

Pulai Village shows that ethnic identity becomes social and symbolic capital

in strengthening community cohesion. Traditional and political leaders

utilise culture, language, and traditional rituals to build legitimacy and

emotional closeness. Informal communication and cultural symbols are

effective in conveying political messages. However, unwise ethnic

politicisation risks divisiveness, so inclusive, dialogic and contextualised

political narratives are needed to maintain unity and democratic

participation. While the politicisation of ethnic identity can lead to social

fragmentation, inclusive, dialogue-based political communication across

ethnic lines strengthens social cohesion and the legitimacy of local leaders.

This study confirms the importance of integrating socio-cultural aspects in

political communication to support democracy and stability in coastal

multiethnic societies.

Keywords:

Ethnic identity,

Political Communication,

Local Democracy

ABSTRAK

Keywords:

Identitas etnik,

Komunikasi Politik,

Demokrasi Lokal

Penelitian ini bertujuan menganalisis pengaruh identitas etnik dalam

komunikasi politik di Desa Teluk Pulai, Kecamatan Kualuh Leidong,

Kabupaten Labuhanbatu Utara. Dengan menggunakan pendekatan kualitatif

dan metode studi kasus, data dikumpulkan melalui observasi partisipatif dan

wawancara mendalam dengan tokoh masyarakat, kepala desa, dan warga

dari berbagai etnik. Hasil penelitian menunjukkan bahwa Komunikasi politik

di Desa Teluk Pulai menunjukkan bahwa identitas etnik menjadi modal

sosial dan simbolik dalam memperkuat kohesi masyarakat. Tokoh adat dan

politik memanfaatkan budaya, bahasa, dan ritual adat untuk membangun

legitimasi serta kedekatan emosional. Komunikasi informal dan simbol

budaya efektif menyampaikan pesan politik. Namun, politisasi etnik yang

tidak bijak berisiko memecah belah, sehingga diperlukan narasi politik

inklusif, dialogis, dan kontekstual demi menjaga persatuan dan partisipasi

demokratis. Meskipun politisasi identitas etnik dapat memicu fragmentasi

sosial, komunikasi politik yang inklusif dan berbasis dialog lintas etnik

memperkuat kohesi sosial dan legitimasi pemimpin lokal. Studi ini

menegaskan pentingnya integrasi aspek sosial budaya dalam komunikasi

politik untuk mendukung demokrasi dan stabilitas di masyarakat multietnik

pesisir.

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Dakli Nasution et.al (Ethnic Identity In Political Communication:….)

This is an open access article under CC BY -SA license

1. Introduction

Political communication is a crucial aspect of democratic dynamics, especially at the local

level such as villages. In this context, ethnic identity often plays a significant role in shaping

political preferences and voter behaviour. Teluk Pulai Village, located in the coastal area of

Kualuh Leidong Sub-district, North Labuhanbatu Regency, North Sumatra, is a clear example

of the complex interaction between ethnic identity and political communication. The village's

ethnic diversity creates unique socio-political dynamics, particularly in the process of village

head elections and community political participation. As a coastal area, Teluk Pulai Village has

distinctive social and cultural characteristics. Interactions between ethnic groups, such as Malay,

Batak and Javanese, form a complex social structure. In the political context, ethnic identity can

be a determining factor in the formation of political alliances, campaign strategies and voter

mobilisation. This study aims to analyse how ethnic identity influences political communication

in Teluk Pulai Village, and its implications for social cohesion and the democratisation process

at the village level.

Research by Rahmawati et al. (2024) in Sumber Jaya Village showed that identity politics,

especially ethnic-based, played an important role in the village head election. Battles between

candidates from majority ethnic groups such as Java and Bali caused social tensions, although

their influence declined in subsequent elections. Nahak et al. (2024) in a study in Malaka

Regency revealed that the politicisation of ethnic identity was used as a strategy to gain political

support. The use of traditional symbols and the role of traditional leaders became instruments in

voter mobilisation. Hadi (2023) examined the political behaviour of rural communities in South

Barito and found that ethnic-based political affiliation has remained dominant since the 1950s.

Ethnic identity is used as a tool to protect group interests and local natural resources.

Suyatno Kahar (2023) in a study of the 2018 North Maluku governor election showed that

ethnic and religious-based identity politics was used as a campaign strategy. Social media played

a role in strengthening group identity sentiments. Sialagan and Lexianingrum (2024) highlighted

the role of community leaders in political communication in Sumber Harum Village. Community

leaders act as information conveyors and agents of change to increase political participation.

Setiadi (2023) examined the political communication of Javanese descendants in the PKB

Pujakesuma organisation in Langkat Regency. Social and cultural approaches are used to build

effective political communication. Rosha et al. (2023) discussed that identity politics is often

used in village head elections in Indonesia. Although it can be a political strategy, identity

politics also has the potential to cause social divisions. The study by Iqbal et al. (2023) in

Mandailing Natal Regency shows that the construction of identity politics emerged in the village

head election, affecting the dynamics of local democracy. Research by Lampe (2023) highlights

how ethnic identity is used in political communication, especially in multiethnic societies.

Adaptation to local identity becomes a strategy to gain social and political acceptance.

Although various studies have highlighted the role of ethnic identity in political

communication in various regions, there is still a lack of studies that focus on coastal areas such

as Teluk Pulai Village. The social, cultural and economic characteristics of coastal communities

can uniquely influence political dynamics. Therefore, it is important to understand how ethnic

identity interacts with political communication in the context of coastal villages.

Teluk Pulai Village, with its ethnic diversity and strategic geographical location, faces

challenges in maintaining social cohesion and political stability. The influence of ethnic identity

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in the political process can strengthen or weaken social integration. This study aims to identify

factors that influence ethnic identity-based political communication in this village. The lack of

literature that discusses in depth the interaction between ethnic identity and political

communication in coastal villages suggests a research gap. This study seeks to fill this gap by

providing an in-depth contextual analysis of the political dynamics in Teluk Pulai Village.

This research offers a new contribution to the study of political communication by focusing

on the interaction between ethnic identity and political dynamics in coastal areas. Using a case

study approach in Teluk Pulai Village, this research reveals how ethnic identity shapes political

communication strategies and influences community participation in local democratic processes.

The findings of this study are expected to provide new insights for the development of political

communication theory and democratic practices in multi-ethnic communities, especially in

coastal areas.

2. Method

This research uses a qualitative approach with a case study method to understand the dynamics of

ethnic identity in political communication in Teluk Pulai Village, Kualuh Leidong District. The

qualitative approach was chosen because it allows researchers to deeply explore complex social and

political phenomena in a distinctive local context. Through this approach, researchers can understand the

meanings, perspectives, and subjective experiences of local actors in the political communication process

that is laden with nuances of ethnic identity. According to John W. Creswell (2014), a qualitative

approach is a method used to explore and understand the meaning that individuals or groups ascribe to a

social or human problem. Qualitative researchers construct complex subjective meanings, which emerge

from social and cultural interactions in the field. Creswell states that qualitative research emphasises

process, meaning, and an in-depth understanding of social context, not just the relationship of variables

that can be measured.

The main data collection techniques in this study were observation and in-depth interviews.

Observations were conducted in participatory and non-participatory ways in various social and political

activities of the village community, such as campaign meetings, village deliberations, and daily

interactions in public spaces. These observations aimed to record the dynamics of political

communication that took place directly, including symbolic expressions, the use of local languages, and

inter-ethnic interaction patterns in the context of village politics. In addition to observation, in-depth

interviews were conducted with purposively selected informants. Informants included community leaders

from various ethnicities, village heads and community leaders, and residents from various social

backgrounds. The interview technique was semi-structured, allowing researchers to explore informants'

views and experiences on how ethnic identity influences political communication strategies, alliance

formation, and perceptions of political leaders.

3. Results and Discussion

Ethnic identity in Teluk Pulai Village is the main foundation in building the social and

political interactions of the community. The heterogeneous yet historically intertwined ethnic

composition forms a distinctive pattern of political communication, where each ethnic group

prioritises cultural symbols and values as tools of political legitimacy. For example, the dominant

Batak ethnic group in the region utilises traditional rituals and local languages as effective

political communication media to garner support, while strengthening internal group cohesion.

This makes local politics not just a battle of material interests, but also a competition of cultural

identities. The role of traditional and community leaders is crucial in mediating communication

between ethnic groups in Teluk Pulai. Figures like Mr Muslim Nasution function as liaisons who

articulate ethnic interests while maintaining harmony between groups. By using shared language

and cultural symbols, these traditional figures create a space for inclusive dialogue so that ethnic

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differences do not become a source of conflict, but rather a cultural richness that enriches village

political communication. This mediation function is particularly important given that ethnic

identity tensions can easily trigger social fragmentation if not managed well.

The dynamics of political communication in Teluk Pulai also show that ethnic identity acts

as a strategic tool in local political competition. Village Head Johan Simbolon stated that

prospective leaders who are able to integrate ethnic cultural symbols and values into their

campaign strategies tend to gain legitimacy more easily. This shows that ethnicity is not only a

source of identity, but also political capital that must be managed carefully so that it does not

become a divisive tool. Political communication here becomes a symbolic negotiation arena

where ethnic identities are exchanged, recognised and reinforced as part of a strategy to gain

support. However, political attachment to ethnic identity also carries the risk of exclusive

politicisation, which can hinder the development of inclusive politics in the village. When certain

ethnic groups feel overly favoured or ignored, the potential for horizontal conflict increases.

Therefore, the success of political communication in Teluk Pulai largely depends on the ability

of political actors and traditional leaders to create a political narrative that accommodates the

interests of all ethnic groups without losing their cultural characteristics.

Ethnic identity plays a very central role in political communication in Teluk Pulai Village,

a coastal area inhabited by various ethnic groups such as Malay, Batak and Javanese. This

diversity creates complex social dynamics, where ethnic identity is not only a part of everyday

social life, but also an important political capital in the decision-making process and the selection

of local leaders. As stated by Village Head Johan Simbolon, community loyalty to prospective

leaders is often influenced by ethnic affinity, which is considered capable of representing the

interests and cultural values of their group. In the context of political communication, ethnic

identity is not just a social identity, but a means of symbolic communication that strengthens the

emotional connection between leaders and the community. Research by Sari and Wibowo (2022)

confirms that cultural identity functions as social capital that builds solidarity and influences

voting patterns in rural communities. This is evident in the practice of political campaigns in

Teluk Pulai, where prospective leaders use local languages, traditional clothing, and cultural

rituals as part of the communication strategy to get closer to the community.

The role of traditional and community leaders is crucial in this ethnic-based political

communication process. Mr Muslim Nasution, a traditional and community leader, explained

that they function as cultural mediators as well as liaisons between prospective leaders and

villagers. Traditional leaders use the deliberation approach and local values to maintain harmony

between ethnic groups, while delivering political messages that are contextualised and easily

accepted. This finding is in line with Yulianti and Ramadhan (2024) who emphasise the role of

traditional leaders in managing potential identity conflicts through dialogic communication.

Communication strategies that integrate cultural aspects have proven effective in

strengthening social cohesion while mobilising political support. Rizki and Nugroho (2023) state

that cultural symbols and rituals in political campaigns can create collective narratives that

resonate with target groups. In Teluk Pulai Village, various traditional events involving cultural

elements became a momentum for informal political communication that strengthened inter-

ethnic social networks. However, the politicisation of ethnic identity also brings serious

challenges, such as the potential for exclusivity and social fragmentation. Village Head Johan

Simbolon emphasised the importance of maintaining inclusive and open communication so that

differences do not turn into conflict. Susanto and Fauzi (2021) in their research also warned that

identity politics that are not managed properly can lead to polarisation and social division.

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Therefore, political communication in this village does not only rely on identity narratives, but

also cross-group dialogue to foster mutual respect and social cohesion.

Informal communication that takes place in social spaces such as recitation, arisan, and

traditional events is very instrumental in spreading ethnic-based political messages. Fauziah and

Prasetyo (2022) revealed that face-to-face communication and community meetings are still the

main effective means of building political solidarity in coastal areas with limited information

technology. Teluk Pulai Village relies on these methods to ensure that political messages are

delivered in a contextualised and personalised manner, thus building trust and strong attachments

between voters and political figures. In addition, nonverbal communication such as the use of

traditional clothing, cultural symbols and traditional rituals become powerful political

instruments to express ethnic identity while communicating the group's political aspirations.

These symbols strengthen the appeal and legitimacy of prospective leaders in the eyes of the

community. The utilisation of nonverbal aspects in political communication shows the depth of

the relationship between culture and politics that is not easily separated at the local level.

In the context of political communication in Teluk Pulai Village, the ethnic aspect is not

only a static identity, but a dynamic symbolic system that continues to develop in accordance

with the social and political interactions that occur. Ethnic identity functions as an interpretative

framework that shapes the way people understand political messages, so effective political

communication must be able to adjust to the values and symbols of local culture attached to

certain ethnic groups. Village Head Johan Simbolon asserts that "prospective leaders who are

able to show respect for ethnic culture and traditions will more easily gain support because

people feel authentically represented." In the local political process, communication is not only

one-way from the leader to the community, but there is dialogue and negotiation of meaning

between political actors and ethnic communities. Traditional leaders, such as Mr Muslim

Nasution, act as mediators who help convey the aspirations of the community while interpreting

political messages to fit the cultural context. This shows that political communication in the

village is participatory and contextualised, not just mass persuasion communication.

Ethnic identity-based political communication is also often manifested in symbolic

practices that are rich in meaning. The use of local languages, traditional clothing, and cultural

rituals in political campaigns are forms of nonverbal communication that have a strong effect in

building emotional closeness between prospective leaders and the community.

However, the dynamics of ethnic-based politics are not free from challenges. The potential

for social fragmentation and identity conflict is a serious issue that must be managed wisely.

Village Head Johan Simbolon recognises that there is a tendency for people to put the interests

of their ethnic groups above the common interest, especially during political campaigns.

Therefore, communication that promotes inclusivity and dialogue between groups is crucial to

maintaining unity. In this case, the role of community and traditional leaders is vital as guardians

of social stability and as facilitators of inter-ethnic dialogue.

Discussion

In addition, informal communications such as community meetings, recitations, and

gotong royong activities are important channels for disseminating political messages based on

ethnic identity. In the modern context, social media and local media have also begun to play a

role in village political communication. However, the community's access to and ability to utilise

information technology is still limited, so personal and traditional communication remains

dominant. The appropriate use of ethnic-based political communication can increase people's

political participation, especially those who previously felt marginalised or underrepresented.

When political messages are packaged in familiar symbols and language, people feel valued and

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more motivated to participate in the political process. It can also strengthen the legitimacy of

local leaders who are considered capable of representing the aspirations of their ethnic groups.

Effective political communication also requires a deep understanding of social hierarchies

and local power structures. In Teluk Pulai Village, political leaders are not only seen by their

formal power, but also by their capacity to communicate and build networks with various ethnic

groups and traditional leaders. This emphasises the importance of communication as a tool for

social negotiation in the context of local politics. Furthermore, political communication based

on ethnic identity can be a bridge that connects the interests of different ethnic groups. Through

dialogue and cultural encounters, people learn to respect each other's differences, which then

leads to the strengthening of social cohesion and village political stability. This is a form of

political communication that does not only seek political victory, but also maintains the

sustainability of social relations.

It should also be noted that ethnic-based political communication can strengthen people's

political awareness of the importance of maintaining unity and avoiding horizontal conflicts.

Ethnic identity that is well accommodated in political communication can foster a strong sense

of community and reduce the potential for conflict based on socio-cultural differences. On the

other hand, political leaders in Teluk Pulai are faced with the challenge of avoiding exclusive

and discriminatory practices of identity politics. Thus, political communication should be

directed towards building an inclusive narrative that integrates all ethnic groups without

excluding any one party.

The ability of traditional and community leaders to manage ethnic-based political

communication also reflects a high level of local wisdom. They are able to read social and

political situations carefully, and manage potential conflicts with a peaceful and dialogical

cultural approach. This is a very valuable social capital in dealing with increasingly complex

political dynamics. In addition, effective political communication in this village shows that the

relationship between culture and politics is symbiotic, where culture becomes a medium for

political communication and politics provides a space for cultural actualisation. Thus, political

communication is not only about delivering messages, but also about forming collective identity

and social solidarity. Strengthening ethnic-based political communication in Teluk Pulai also has

an impact on community empowerment. The community feels listened to and valued, thus

increasing their sense of ownership of the political process and the resulting policies. This is a

form of political democratisation at the local level that is culturally based. Finally, the integration

of ethnic identity in political communication in Teluk Pulai Village shows the importance of a

contextual approach in the study of political communication. This approach not only emphasises

the technical aspects of communication, but also pays attention to the socio-cultural dimensions

that are the foundation for successful and sustainable political communication.

4. Conclusion

Political communication in Teluk Pulai Village shows that ethnic identity plays an

important role as social and symbolic capital in building community cohesion. Traditional and

political leaders utilise cultural values, local languages, and traditional rituals to strengthen

legitimacy and emotional closeness with residents. Informal communication and cultural

symbols are effective means of conveying political messages. However, if not managed wisely,

ethnic politicisation can lead to social fragmentation. Therefore, inclusive, dialogical and

contextualised political narratives are key to maintaining unity and encouraging active

participation in democratic local political processes.

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