Proximity, or social, geographical, and emotional closeness between prospective leaders and voters, is one of the important factors in determining voting behavior. In a political context, proximity plays a significant role. Voters often feel that personal relationships and cultural affiliations influence their choices more than just the candidate’s work program or vision and mission.
Proximity in politics refers to the closeness felt by voters to candidates based on factors such as geography, namely the proximity of residence between voters and candidates. Cultural, namely similarities in ethnicity, language, customs, or cultural values.
Social, personal relationships, such as friendship, kinship, or membership in a particular community. Ideological, similarity in political views, religion, or certain beliefs.
There are several influences of proximity on voting behavior. First, increasing trust in candidates. Voters tend to vote for candidates who are considered “close” to them, because this closeness fosters a sense of trust and belief that the candidate understands their needs and aspirations.
Second, influencing voter loyalty. The proximity factor often creates long-term loyalty. Voters feel attached to candidates who have the same social or cultural background, even if the candidate does not have a superior work program.
Third, it becomes a determinant in conditions of tight competition. In situations where two or more candidates have relatively equal quality and work programs, the proximity factor can be a major differentiator that determines the election results.
Fourth, it gives rise to bias and polarization. On the other hand, relying too much on the proximity factor can lead to bias in choosing. Voters may ignore more competent candidates because they feel “distant” emotionally or culturally.
Proximity factors in politics. First, similarity of origin. Candidates who come from the same area as the majority of voters often have a greater chance of winning. This is because they are assumed to understand local conditions better.
Second, the influence of kinship and social networks. Family and friendship networks are often used by candidates to strengthen their support base.
Third, the application of local values. Candidates who are able to represent local customary values or traditions tend to be more easily accepted by the community.
Fourth, the importance of relatable figures. Candidates who are considered “ordinary people” or “close to the people” tend to get more sympathy compared to candidates who look too elite or far from the daily lives of the community.
In conclusion, under normal conditions the aspect of proximity has an important influence in supporting the success of a candidate in political contestation at any level.