DIGITAL TRANSFORMATION IN 2024 INDONESIAN ELECTION CAMPAIGNS: CONTENT ANALYSIS OF CANDIDATE BRANDING ON SOCIAL MEDIA
DOI:
https://doi.org/10.70489/c3e3mw31Keywords:
Political, Campaign, Branding, Digital, Public attentionAbstract
Indonesia in 2024 is experiencing an era of rapid technological development. This technological progress is referred to as digital transformation. In the 2024 election, digital transformation has created a new atmosphere in political campaigning one that is more adaptive and innovative in shaping candidates’ public images. In political campaigns, every party and presidential and vice-presidential candidate competes to build a favorable image in order to gain public attention. This study analyzes the campaign image of the 2024 election by examining the use of digital transformation. A qualitative approach is employed, using content analysis of the social media platforms utilized by the 2024 presidential and vice-presidential candidates. The use of technology in digital transformation within the 2024 election campaign is closely linked to the diffusion of innovation theory. The 2024 election reflects diffusion of innovation through the role of political communication in shaping the campaign image of each candidate. The use of social media, campaign organizing technologies, digital marketing strategies, along with visual and multimedia content, successfully created strong branding and effective political communication that was relevant and responsive in the 2024 election.
References
Alojail, M., & Khan, S. B. (2023). Impact of digital transformation toward sustainable development. Sustainability, 15(20), 14697.
Amit-Danhi, E. R. (2022). Strategic temporality: Information types and their rhetorical usage in digital election visualizations. International Journal of Communication, 16, 25.
Baulch, E., Matamoros-Fernández, A., & Suwana, F. (2024). Memetic persuasion and WhatsAppification in Indonesia’s 2019 presidential election. New Media & Society, 26(5), 2473–2491.
Bulathwela, S., Pérez-Ortiz, M., Holloway, C., Cukurova, M., & Shawe-Taylor, J. (2024). Artificial Intelligence Alone Will Not Democratise Education: On Educational Inequality, Techno-Solutionism and Inclusive Tools. Sustainability, 16(2), 781. https://doi.org/10.3390/su16020781
Chavan, S. (2024). Engage Beyond Elections: Choose Leaders Not Politicians. Er. Sandeep Chavan.
Creswell, J. W. (2021). A concise introduction to mixed methods research. SAGE publications.
Daulay, H. (2024). Political communication model: the campaign narratives on Ganjar Pranowoâ€TM s YouTube account. Jurnal Studi Komunikasi, 8(2), 471–480.
Denton Jr, R. E., Voth, B., Trent, J. S., & Friedenberg, R. V. (2023). Political campaign communication: principles and practices. Bloomsbury Publishing USA.
Dube, B., Mahlomaholo, S., Setlalentoa, W., & Tarman, B. (2023). Creating sustainable learning environments in the era of the posthuman: Towards borderless curriculum. Journal of Curriculum Studies Research, 5(1), i–x.
Guess, A. M., Lerner, M., Lyons, B., Montgomery, J. M., Nyhan, B., Reifler, J., & Sircar, N. (2020). A digital media literacy intervention increases discernment between mainstream and false news in the United States and India. Proceedings of the National Academy of Sciences of the United States of America, 117(27), 15536 – 15545. https://doi.org/10.1073/pnas.1920498117
Hafel, M. (2023). Digital transformation in politics and governance in Indonesia: Opportunities and challenges in the era of technological disruption. Society, 11(2), 742–757.
Jaya, I. G. N. M., Pahlevi, S. M., Susenna, A., Agustina, L., Kusumasari, D., Sukma, Y. A. A., Hernikawati, D., Rahmi, A. A., Pravitasari, A. A., & Kristiani, F. (2024). Framework for monitoring the spatiotemporal distribution and clustering of the digital society index of Indonesia. Sustainability, 16(24), 11258.
Kassem, M., & Kifokeris, D. (2023). Emerging Human-Data Interactions within Construction and the Built Environment. White Paper of Human-Data Interaction Committee. European Council on Computing in Construction.
Marrufo, S. (2022). A comprehensive strategic guide on how to successfully market to generation Z on TikTok: applied capstone project.
Norris, P. (2024). Big little election lies: Cynical and credulous evaluations of electoral fraud. Parliamentary Affairs, 77(1), 1–24.
Pandian, H., & Rawindaran, N. (2024). Redefining Reality in Political Propaganda: Exploring the Impact of Superimposed Deepfakes in Misinformation Campaigns. In Data Protection: The Wake of AI and Machine Learning (pp. 47–61). Springer.
Pratama, V. N. (2023). PEMBENTUKAN DAN PENYEBARAN INFORMASI PADA AKUN MEDIA ONLINE INSTAGRAM BERTANDA CENTANG BIRU PADA ERA POST TRUTH.
Priambodo, B. (2023). Political marketing towards the 2024 local elections in the frame of digital democracy. Malikussaleh Social and Political Reviews, 4(1), 19–24.
Roy, O., Schoch, C., & Selous, T. (2024). The crisis of culture: Identity politics and the empire of norms. Oxford University Press.
Sihombing, S. O. (2024). From Image To Voting Intention: The Role of Attitude in Connecting Social Media Influence and Candidate Perception in Indonesian Elections. Penerbit NEM.
Sinaga, N., Hasan, K., Nacia, M., Aklima, R., & Jannah, M. (2024). Analysis of political communication on the role of social media towards the 2024 general election. Proceedings of International Conference on Social Science, Political Science, and Humanities (ICoSPOLHUM), 4, 39.
Suhendar, A., Syam, A. M., & Ritonga, A. R. (2023). Efektivitas Instagram Sebagai Ruang Motivasi Hijrah Mahasiswa IAIN Lhokseumawe. KomunikA, 19(02), 12–20.
Suseno, B. A., & Utami, P. P. (2022). Jokowi’s sneakers politics: Personal branding, politics of imaging and millenial votes the 2019 presidential election. Politika: Jurnal Ilmu Politik, 13(2), 321–336.
SYTNYK, O., HROZNA, O., FILONENKO, D., KONOPLYANNIKOVA, O. S., & Serdiuk, O. (2024). DEVELOPMENT OF INTERACTIVE FORMS OF COMMUNICATION THROUGH ARTIFICIAL INTELLIGENCE. Journal of Theoretical and Applied Information Technology, 102(21).
Uhodnikova, O., Oleksenko, R., Cirella, G. T., Kravets, O., Verkhovod, I., Matviienko, Н., Hurbyk, Y., Shchetinina, T., & Kravets, O. (2024). Strategic Communication and Public Marketing for Territory Positioning in Ukraine: Media Engagement, Resource Utilization, and Image Formation. In Handbook on Post-War Reconstruction and Development Economics of Ukraine: Catalyzing Progress (pp. 353–373). Springer.
Utama, D. R., Hamsal, M., Abdinagoro, S. B., & Rahim, R. K. (2024). Developing a digital transformation maturity model for port assessment in archipelago countries: The Indonesian case. Transportation Research Interdisciplinary Perspectives, 26, 101146.
Vermesan, O., & Bacquet, J. (2022). Cognitive hyperconnected digital transformation: Internet of things intelligence evolution. CRC Press.
Welagedara, M. C. (2024). Crafting Your Educational Identity: The Crucial Role of Personal Branding in Modern Pedagogy. Organized by The Department of English, NIE Sabaragamuwa and North Western RESCs, 41.
Xu, S., Kee, K. F., Li, W., Yamamoto, M., & Riggs, R. E. (2024). Examining the diffusion of innovations from a dynamic, differential-effects perspective: A longitudinal study on AI adoption among employees. Communication Research, 51(7), 843–866.
Zainuddin, Z., Efendi, R., Mirdad, J., & Yaacob, S. E. (2022). Siyāsah Shar’iyyah and the Politicization of Religion in the 2019 Indonesian Presidential Election. Ahkam: Jurnal Ilmu Syariah, 22(2).
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
