Artists' roles and digital strategies in the 2024 Indonesian presidential election
DOI:
https://doi.org/10.25139/jsk.v9i3.9735Keywords:
artist’s influencer, digital political campaigns, Indonesian presidential electionAbstract
This research explains the roles and strategies of influencer artists who collaborate with presidential and vice-presidential candidate pairs in conducting political campaigns through digital media in the 2024 general elections. This research uses a qualitative method with a case study approach. The data collection technique in this research is a literature study. The finding of this research is that influencer artists supporting Prabowo Subianto-Gibran Rakabuming Raka are dominant in taking on the icon role in their digital political campaigns. Meanwhile, influencer artists supporting Anies Baswedan-Muhaimin Iskandar and Ganjar Pranowo-Mahfud MD are more predominant in the role of messengers. Furthermore, in their digital political campaign strategies, these influencer artists use ways to create creative content, mobilise fanbases incorporated in their social media, conduct giveaways and carry out live streaming routines on their respective digital platforms and other people's channels. Therefore, this study explains that the power of digital media, coupled with a recognised figure in the channel, significantly impacts electoral politics if utilised in a directed and measured manner.
References
Abdurohman, I. (2025). Siapa Saja Artis Pendukung Ganjar-Mahfud MD di Pemilu 2024? Tirto.Id. https://tirto.id/artis-pendukung-ganjar-dan-mahfud-md-pada-pilpres-2024-gUtR
Adinda Rizky Amalia, Aina Fitralisti, Debi Pratama Putri, Resti Yulianti, & Ade Rahmah. (2025). Komunikasi Politik Akun Instagram @raffinagita1717 dalam Branding Personal Prabowo-Gibran di Pemilu 2024. MUKASI: Jurnal Ilmu Komunikasi, 4(1), 52–67. https://doi.org/10.54259/mukasi.v4i1.3909
Anitasari, P. (2020). Peran Influencer di Media Sosial dalam Sistem Politik dan Mempengaruhi Publik. Kumparan.Com. https://kumparan.com/putrianita118/peran-influencer-di-media-sosial-dalam-sistem-politik-dan-mempengaruhi-publik-1upv3qsD9il/full
Arugay, A. A., & Baquisal, J. K. A. (2022). Mobilized and polarized: Social media and disinformation narratives in the 2022 Philippine elections. Pacific Affairs, 95(3), 549–573.
Asih, R. W. (2024). Daftar 20 Artis Pendukung Prabowo-Gibran dalam Pilpres 2024. Lifestyle.Bisnis.Com. https://lifestyle.bisnis.com/read/20240204/254/1738066/daftar-20-artis-pendukung-prabowo-gibran-dalam-pilpres-2024
Atkinson, M. D., & DeWitt, D. (2016). Celebrity political endorsements matter. Celebrity Studies, 7(1), 119–121. https://doi.org/10.1080/19392397.2016.1131014
Aznar, E., Lagaya, E. A., & Magno, J. P. (2023). Post-Truth Politics and its Influence on the 2022 Philippine Presidential Election in Cavite. Available at SSRN 4556497.
Bachini, N., Rosa, K. C. G., Costa, A. L. V, & de Farias Silva, R. N. (2022). Political communication in the digital environment: an analysis of the 2020 municipal election campaigns on Facebook . Opiniao Publica, 28(3), 750–786. https://doi.org/10.1590/1807-01912022283750
Bahruddin, M. (2024). Branding Politik Capres-Cawapres 2024. Detiknews.Com. https://news.detik.com/kolom/d-7178003/branding-politik-capres-cawapres-2024
Bbcnews.com. (2023). Gemoy, selepetan sarung, dan salam tiga jari - Upaya para capres “menutup mata” Gen Z? Bbcnews.Com. https://www.bbc.com/indonesia/articles/cd1ppdxvw9no
Beta, A. R., & Neyazi, T. A. (2022a). Celebrity Politicians, Digital Campaigns, and Performances of Political Legitimacy in Indonesia’s 2019 Elections. International Journal of Communication, 16, 331–355. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85125084252&partnerID=40&md5=e127ea3889fb04b7d0117b303dddea2b
Beta, A. R., & Neyazi, T. A. (2022b). Celebrity Politicians, Digital Campaigns, and Performances of Political Legitimacy in Indonesia’s 2019 Elections. International Journal of Communication, 16(January), 331–355.
Bimber, B. (2014). Digital Media in the Obama Campaigns of 2008 and 2012: Adaptation to the Personalized Political Communication Environment. Journal of Information Technology & Politics, 11(2), 130–150. https://doi.org/10.1080/19331681.2014.895691
Bloch, J. (2017). Effective java. Addison-Wesley Professional.
Blumer, H. (2012). Symbolic interactionism [1969]. Contemporary Sociological Theory, 62.
Bossetta, Michael. (2018). The Digital Architectures of Social Media: Comparing Political Campaigning on Facebook, Twitter, Instagram, and Snapchat in the 2016 U.S. Election. Journalism & Mass Communication Quarterly, 95(2), 471–496. https://doi.org/10.1177/1077699018763307
Boulianne, S. (2019). Revolution in the making? Social media effects across the globe. Information, Communication & Society, 22(1), 39–54. https://doi.org/10.1080/1369118X.2017.1353641
Brenner, S. A. (2012). The domestication of desire: Women, wealth, and modernity in Java. Princeton University Press.
Buente, W. (2015). Digital Citizenship or Inequality? Linking Internet Use and Education to Electoral Engagement in the 2008 U.S. Presidential Election Campaign. Bulletin of Science, Technology and Society, 35(5–6), 145–157. https://doi.org/10.1177/0270467615624756
Carvalho, A., van Wessel, M., & Maeseele, P. (2017). Communication Practices and Political Engagement with Climate Change: A Research Agenda. Environmental Communication, 11(1), 122–135. https://doi.org/10.1080/17524032.2016.1241815
Chan, F., & Sun, B. (2019). Digital Representation in an Electoral Campaign Influenced by Mainland China: The 2017 Hong Kong Chief Executive Election. Issues and Studies, 55(2). https://doi.org/10.1142/S101325111950005X
Chester, J., & Montgomery, K. C. (2017). The role of digital marketing in political campaigns. Internet Policy Review, 6(4), 0–20. https://doi.org/10.14763/2017.4.773
Copeland, L., & Römmele, A. (2014). Beyond the Base? Political Parties, Citizen Activists, and Digital Media Use in the 2009 German Federal Election Campaign. Journal of Information Technology and Politics, 11(2), 169–185. https://doi.org/10.1080/19331681.2014.902783
Creswell, J. W. (2016). Research Design: Qualitative, Quantitative and Mixed Method Aproaches. SAGE Publications. https://doi.org/10.4135/9781849208956
Denzin, N. K., & Lincoln, Y. S. (2011). The Sage handbook of qualitative research. sage.
Dharta, F. Y. (2024). Pengaruh Dukungan Selebriti dalam Komunikasi Politik Terhadap Sikap Pemilih pada Pemilihan Presiden 2024. Jurnal Komunikasi Profesional, 8(1), 115–127. https://doi.org/10.25139/jkp.v8i1.8283
Dimitrova, D. V, Shehata, A., Strömbäck, J., & Nord, L. W. (2014). The Effects of Digital Media on Political Knowledge and Participation in Election Campaigns: Evidence From Panel Data. Communication Research, 41(1), 95–118. https://doi.org/10.1177/0093650211426004
Dommett, K., & Power, S. (2024). Monitoring digital election campaigns: Assessing the transparency ecosystem in the United Kingdom. Politics, 44(1), 119–139. https://doi.org/10.1177/02633957231156084
Edhlund, B., & McDougall, A. (2018). NVivo 12 essentials. Lulu. com. https://books.google.co.id/books?hl=en&lr=&id=DiWGDwAAQBAJ&oi=fnd&pg=PA11&dq=NVivo+12+essentials.&ots=gd_EDDWmGU&sig=I_dSNQO3TOmaC7_9NAC-y0GB6ac&redir_esc=y#v=onepage&q=NVivo 12 essentials.&f=false
Febriari, S. (2024). Sejumlah Komika Dukung Anies-Muhaimin di Pilpres 2024. Metrotvnews.Com. https://www.metrotvnews.com/play/bJECavB3-sejumlah-komika-dukung-anies-muhaimin-di-pilpres-2024
Giles, D. C., & Edwards, L. (2018). Instagram and the Rise of the Social Media ‘Influencer.’ In Twenty-First Century Celebrity: Fame In Digital Culture (pp. 155–173). Emerald Publishing Limited. https://doi.org/10.1108/978-1-78743-708-120181012
Hardiantoro, A. (2024). Daftar Artis dan Influencer yang Diklaim Dukung Prabowo-Gibran. Kompas.Com. https://www.kompas.com/tren/read/2024/02/04/150000865/daftar-artis-dan-influencer-yang-diklaim-dukung-prabowo-gibran
Hayat, M. A., Jayadiningrat, S., Wibisono, G., & Iyansyah, M. I. (2021). Peran Media Sosial Dalam Komunikasi Politik. Jurnal Indonesia Sosial Teknologi, 2(01), 104–114. https://doi.org/https://doi.org/10.59141/jist.v2i01.61
Hikmatiar, T. R. (2023). Alasan Anies-Cak Imin Gagas Perubahan: Belum Satu Kemakmuran. Jawapos.Com. https://www.jawapos.com/nasional/013100472/alasan-anies-cak-imin-gagas-perubahan-belum-satu-kemakmuran
Howard, Philip N. (2005). Deep Democracy, Thin Citizenship: The Impact of Digital Media in Political Campaign Strategy. The ANNALS of the American Academy of Political and Social Science, 597(1), 153–170. https://doi.org/10.1177/0002716204270139
Jungherr, A. (2016). Four Functions of Digital Tools in Election Campaigns: The German Case. International Journal of Press/Politics, 21(3), 358–377. https://doi.org/10.1177/1940161216642597
Kissas, A. (2022). Populist everyday politics in the (mediatized) age of social media: The case of Instagram celebrity advocacy. New Media & Society, 26(5), 2766–2785. https://doi.org/10.1177/14614448221092006
KPU RI. (2023a). KPU Tetapkan Tiga Pasangan Calon Presiden dan Wakil Presiden 2024. Kpu.Go.Id. https://www.kpu.go.id/berita/baca/12081/kpu-tetapkan-tiga-pasangan-calon-presiden-dan-wakil-presiden-pemilu-2024
KPU RI. (2023b). Tahapan Dan Jadwal Penyelenggaraan Pemilu Tahun 2024. Kpu.Go.Id. https://infopemilu.kpu.go.id/Pemilu/Peserta_pemilu
Kurniawan, W., Arham, M., & Muluk, H. (2024). Social Media’s Influence on Political Participation: Insights from a Systematic Review and Meta-Analysis in Indonesian Psychology. Jurnal Psikologi, 51(3), 236. https://doi.org/10.22146/jpsi.101469
Lees-Marshment, J. (2008). Political marketing and British political parties. Manchester University Press.
Lev-On, A. (2013). Another flew over the digital divide: Internet usage in the Arab- Palestinian sector in Israel during municipal election campaigns, 2008. Israel Affairs, 19(1), 154–169. https://doi.org/10.1080/13537121.2013.748292
McCarthy, J. D., & Zald, M. N. (1977). Resource mobilization and social movements: A partial theory. American Journal of Sociology, 82(6), 1212–1241.
Monica, O., Wahida, F. W., & Fakhruroja, H. (2019). The Relations Between Influencers in Social Media and The Election Winning Party 2019. 2019 International Conference on ICT for Smart Society (ICISS), 7, 1–5. https://doi.org/10.1109/ICISS48059.2019.8969801
Nugraha, S., Ridwan, M. H., Mardana, F., & Lisnarini, N. (2025). Prabowo’s Victory: How Influencers Shaped the 2024 Election. Socio Politica : Jurnal Ilmiah Jurusan Sosiologi, 15(1), 67–80. https://doi.org/10.15575/socio-politica.v15i1.43092
Nur, M. F. (2023). Menilik Fenomena Influencer dan Selebritas di Barisan Paslon. Tirto.Id. https://tirto.id/menilik-fenomena-influencer-dan-selebritas-di-barisan-paslon-gSRg
Ong, J. C., & Cabañes, J. V. (2018). Architects of networked disinformation: Behind the scenes of troll accounts and fake news production in the Philippines. Newton Tech4Dev Network.
Pamungkas, A. S. (2024). Influencer Dalam Komunikasi Politik Capres Saat Pemilu. Sakato.Co.Id. https://sakato.co.id/influencer-dalam-komunikasi-politik-capres-saat-pemilu/
Sastro, L. N., Susilo, D., & Putranto, T. D. (2023). Hastags and Digital Mobilization Movements (DMO): Communication Network Analysis on# BubarkanPOLRI vs# Polripresisi Hastags on Twitter Social Media. Jurnal Komunikasi Profesional, 7(3), 339–353. https://doi.org/https://doi.org/10.25139/jkp.v7i3.6348
Street, John. (2012). Do Celebrity Politics and Celebrity Politicians Matter? The British Journal of Politics and International Relations, 14(3), 346–356. https://doi.org/10.1111/j.1467-856X.2011.00480.x
Subekti, D., Nurmandi, A., & Mutiarin, D. (2022). Mapping Publication Trend of Political Parties Campaign in Social Media: A Bibliometric Analysis. Journal of Political Marketing, 0(0), 1–18. https://doi.org/10.1080/15377857.2022.2104424
Trevisan, F. (2019). Using the internet to mobilize marginalized groups: People with disabilities and digital campaign strategies in the 2016 U.S. presidential election. International Journal of Communication, 13, 1592–1611. https://www.scopus.com/inward/record.uri?eid=2-s2.0-85068152565&partnerID=40&md5=b1e7f3c367a98e2a10b5579f2c7f3cca
Utari, K. (2024). Para Komika Stand Up Comedy Dukung Paslon Anies Baswedan dan Muhaimin Iskandar yang Mau Terima Segala Kritikan. Hukamanews.Com. https://www.hukamanews.com/nasional/46011660901/para-komika-stand-up-comedy-dukung-paslon-anies-baswedan-dan-muhaimin-iskandar-yang-mau-terima-segala-kritikan?page=2
Vanden Eynde, Gunther, & Maddens, Bart. (2023). Does Digital Campaigning Make a Difference for Individual Candidates in an Open List Proportional Representation System? The Case of the 2019 Election in Belgium. Political Studies, 72(4), 1410–1430. https://doi.org/10.1177/00323217231179189
Vanden Eynde, G., & Maddens, B. (2022). Explaining digital campaign expenses: The case of the 2018 legislative elections in Colombia. Journal of Information Technology and Politics, 19(3), 302–315. https://doi.org/10.1080/19331681.2021.1973643
Veneti, A., Lilleker, D. G., & Jackson, D. (2022). Between analogue and digital: A critical exploration of strategic social media use in Greek election campaigns. Journal of Information Technology and Politics, 19(1), 50–64. https://doi.org/10.1080/19331681.2021.1913689
Weimann, G. (1982). On the importance of marginality: One more step into the two-step flow of communication. American Sociological Review, 764–773. https://doi.org/https://doi.org/10.2307/2095212
Wibawana, W. A. (2024). Masa Kampanye Pemilu 2024 Sampai Kapan? Simak Lagi Jadwalnya. Detiknews.Com. https://news.detik.com/pemilu/d-7173105/masa-kampanye-pemilu-2024-sampai-kapan-simak-lagi-jadwalnya
Widyastuti, P. R. (2024). Daftar Artis di 3 Kubu Capres: Fadil Jaidi Pilih Anies hingga Raffi Ahmad cs Dukung Prabowo. Tribunnews.Com. https://www.tribunnews.com/mata-lokal-memilih/2024/02/05/daftar-artis-di-3-kubu-capres-fadil-jaidi-pilih-anies-hingga-raffi-ahmad-cs-dukung-prabowo
Yasar, M. M. B., Arighi, M. F., Falah, S. N., Ramdhan, R. M., & Septiadi, A. (2024). Peran Influencer Terhadap Pemilihan Presiden Pada Pemilihan Umum Tahun 2024. Journal of Law, Administration, and Social Science, 4(5), 981–995. https://doi.org/10.54957/jolas.v4i5.956
Downloads
Published
How to Cite
Issue
Section
License
Jurnal Studi Komunikasi is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The authors agree to the terms of this Copyright Notice, which will apply to this submission if and when it is published by this journal (comments to the editor can be added below).
