Strategi Caleg Perempuan Terpilih Sebagai Anggota DPRD Kabupaten/Kota Di Kalimantan Selatan Pemilu 2014

Ridhahani Fidzi, Wardah Hayati, Fatrawati Kumari


Womens right in politics has been regulated by law. Specifically, Law No. 12 of 2003, article65, paragraph 1, has specified the quota of women in the general election by 30 percent.Nevertheless, the womens representation in the legislative has not met expectations. Thedata from the Ministry of Women Empowerment and Child Protection has shown thatthe number of women who sit in the House of Representatives (DPR) is only 18 percent,while in the Peoples Consultative Assembly (MPR) and the Regional Representative Council
(DPD) are respectively 20 and 27 percent,. The data also shows that the women who sit inthe Province Legislative Council (DPRD Provinsi) is only 16 percent, and 12 percent in theCity Council (DPRD Kota) dan the Regency (DPRD Kabupaten). The success of the womencandidates to become the members of legislature can not be separated from their sincerityand persistence efforts to apply the right strategy. Strategies determine the success ofthe candidates. Referring to the importance of strategy, thus, it becomes significant to
specifically examine the candidates strategies in a study entitled: Strategi Caleg PerempuanTerpilih sebagai Anggota DPRD Kabupaten/Kota di Kalimantan Selatan Pemilu 2014The problem formulated in this study is how the strategies implemented by theelected women candidates as the members of the City Council and the Regencyin South Kalimantan in the 2014 Election. The study employs qualitative methodthrough descriptive study. The study takes place in South Kalimantan wherethe samples are taken from seven locations with a diverse number of votes.There are three findings from the study. First, in general, the elected women candidateshave employed the strategy of political marketing and the strategy of social capital. Thestrategy of political marketing employed by the elected candidates include: segmentationand mapping, campaign and positioning, and evaluation and monitoring. Second, the
socialization is held privately by door-to-door visiting the people. The candidates carry outperiodic evaluation and monitoring with involving their successful team. Third, the entirecandidate has a good social capital, i.e. the ability to relate and cooperate with others.The social capital includes: the ability to build network and to gain thrust, and to bindthemselves to the religious beliefs of the candidates and the public in their electoral district


Women Legislature Candidates, Political Marketing Strategy, Social Capital Strategy

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