The method used in this study is descriptive method with qualitative approach. The use of this language is to gain sympathy, attention, and perception of the public to make a choice in the general election. One of the usesin political communication, especially political campaigns. After the reform era, the Indonesian language continues to grow. If viewed from both sides, the Indonesian language has contributed to the development of social, cultural and political activities for the Indonesian nation. Post-independence, the Indonesian language strengthen its presence as a "state administration". Indonesian language as the part of the Indonesian struggle for independence through the Sumpah Pemuda in 1928 confirmed the Indonesian language as the national language and unifying language of various races, religions and ethnicities. Variety of Language, Indonesian Language, Political Communication, Political Campaign Abstract This paper is aimed at exploring the modernization of campaigns theory, observing its practices in Indonesia, and categorizing thematic research opportunities of it in the context of Indonesia’s direct elections.Program Studi Bahasa dan Sastra Indonesia This calls for investigation, because what happens during campaigns will influence the rest of electoral process and the results accordingly. Individual popularity becomes a dominant factor for elites to compete for political positions through election. Professionalization of campaigning has given a new face of electoral politics in Indonesia, where crafting persuasive message to woo the public is much more important than the substantive and ideological policy preferences offered to the people. Political parties and individual candidates have run campaigns in a way that has a deep involvement of political marketing, scientific research, political consultants, and personalization of the message conveyed to the voters, to which often referred to as modernization of campaign. The changes seen not only at the significant participations, either in the electorates or in the political parties contesting the elections, but more so on the way campaigns were conducted. Elections have changed significantly in Indonesia since 2004 when citizens for the first time voted directly for their national leaders.
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