Empathy, Homophilia, and Rapport Talk in Grassroots Political Communication: A Case Study of the Citizen Greeting Program in the 2024 Depok City Legislative Election
DOI:
https://doi.org/10.58344/jws.v5i9.1707Keywords:
political communication, interpersonal communication, empathy, homophilia, rapport talkAbstract
Grassroots political campaigns depend not only on programs and party organization but also on candidates’ ability to establish relationships with voters. This study examined how empathy, homophily, and rapport talk operated in Hj. Ela Dahlia’s Citizen Greeting Program during the 2024 Depok City legislative election. Using a qualitative case study approach, data were collected through semi-structured interviews with the candidate and four citizens from diverse social backgrounds, supported by observation, documentation, media reports, and literature review. The data were analyzed using the Miles and Huberman interactive model through data condensation, data display, and conclusion drawing, while research validity was strengthened through source and technique triangulation. The findings showed that similarities in social status, geographical background, values, language, and everyday experiences reduced social distance and facilitated the development of initial trust. Rapport talk, expressed through active listening, familiar language, familial framing, modest appearance, and egalitarian interaction, enabled citizens to feel respected and included. Empathy further transformed initial acceptance into relational trust by acknowledging citizens’ concerns and providing appropriate responses. Together, these mechanisms strengthened the candidate’s political credibility and may have contributed to electoral support; however, they could not be considered the sole determinants of electoral outcomes. The study concluded that consistent, empathetic, and relationship-oriented communication could strengthen grassroots political representation during electoral processes.
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