Millennial Politics: A Study of Muhammad Henry Saputra’s Political Communication Strategy in the Legislative Election

Abstract

This study examines the representative communication strategy of Muhammad Henry Saputra Bumi as a young, non-dynastic politician in building accountable and responsive relationships with constituents in Electoral District 6 of Serang City. Using a phenomenological qualitative approach and the Agent–Principal theory, the research explores the dynamics of political communication employed by Henry through the integration of offline strategies, such as direct visits, and online approaches via social media. The findings reveal that grounded communication strategies, social engagement, and targeted digital presence effectively bridge information gaps, enhance political accountability, and strengthen substantive representation. Henry emerges as a representative who not only fulfills his electoral mandate but also tangibly responds to public expectations. This study contributes to a deeper understanding of local political representation and opens opportunities for the regeneration of young actors within a political system historically dominated by dynastic structures and elites. The findings are significant for political parties and the younger generation in designing participatory and sustainable political communication models.