This study aims to understand the Political Communication Strategy of Jalaluddin Rachmat in
the 2014 elections. The research method used is a case study. Data collection through in-depth
interviews, documentation studies and field observations. The theory used is the Symbolic
Interactionional Theory and Dramaturgis Theory. The result was showed that Jalaluddin
Rakhmat deeply understood the socio-cultural voting community. Jalaluddin Rakhmat’s
political communication strategy focuses on people or interpersonal communication, using
religious symbols and symbols of delay, namely Sundanese as “iket” and turban, combining
the religious messages and ideology of Bung Karno’s marhaenism and using Sundanese.
Keywords: Political Communication, Religious Propaganda, Socio-Cultural