The Strategy of Padang City Politicians Win 2014 Election

General elections as a means of democracy that aims to elect the legislator to be an interesting study. One of the interesting things to study is how a politician makes a strategy to win general elections. Because mistakes in strategies to win general elections can have a negative impact on the results. In general, the defeat experienced by a politician who failed to become a legislative member was due to an error in winning the election. In connection with the 2014 general election, the thing that became a general discussion was how a politician was able to combine the strategy of network strength with the use of social media. This study aims to find out how the strategy of politicians of Padang city won the legislative elections so elected to become members of legislator of Padang City 2014-2019 period. This research was done through the paradigm of constructive by phenomenology method. The focus of this research was political communication with the subject of research the members of Padang City Legislator (2014-2019). Number of informants as many as 5 people were selected through purposive s a m p l i n g technique. The informants in this study were obtained by determining the criteria, firstly, member of the Padang City legislator who was recorded as having been a member of the legislator for at least 2 periods. Secondly, having an account and being active on social media for more than 5 years. Data collection techniques were conducted through indepth interviews, observations, and documentation studies. The results show that politicians of Padang City have developed a strategy to win the 2014 legislative election by way of mapping of identity, support area, voting potential, and media utilization. Identity mapping is useful to know whether voters are rational or emotional. This mapping is useful in terms of approaching strategies to win elections. So this can reduce ineffectiveness in campaigning. Support area mapping is useful for knowing the area to be used as vote collecting. While mapping the potential of voters is useful to know the growing political demography. Mapping of potential voters is useful in anticipating the emergence of political mafia who are often present at every election. Utilization of media, especially social media becomes a necessity in getting seats to become legislator. The selection of social media as a communication channel in addition to the policy of the general election commotion limits the campaign through conventional media is also due to the understanding and experience of politicians of Padang City that utilize social media is much cheaper and effective in disseminating to the community compared to using conventional media. There are two suggestions in this study, firstly, every legislative candidate who will compete in the general election should have to map out the strength of his support. This is important so that the use or allocation of funds can be managed properly. Secondly, every legislative candidate must utilize social media optimally. Because, the facts in the field show that in addition to lowcost, social media has a significant influence in influencing society compared to conventional media.