Popularitas VS Realitas Elektoral: Strategi Komunikasi Digital dalam Pemilu Presiden Indonesia 2024
Abstract
This study analyzes digital communication strategies in the 2024 Indonesian Presidential Election, focusing on the gap between digital popularity and electoral reality. Using a qualitative descriptive method, this research involved in-depth interviews with three political influencers supporting each candidate pair and one political expert. The findings show that although the Anies-Muhaimin pair dominated digital interactions on Instagram with 45% of conversations, their electoral votes were not proportional to this digital popularity. The study identifies four main digital communication strategies: personal branding, viral momentum, influencer roles, and platform segmentation. However, the effectiveness of these strategies is limited by Indonesian voter characteristics that remain dominated by traditional-emotional patterns, the existence of a silent majority, and structural factors such as money politics, dynastic politics, weak digital campaign regulations, and resource inequality. This research concludes that social media functions more as a space for affirmation rather than political conversion, and digital popularity does not automatically result in electoral victory because it operates within a complex political context.
Keywords
Full Text:
PDFReferences
Adnan, M., & Mona, N. (2024). Strategi Komunikasi Politik melalui Media Sosial oleh Calon Presiden Indonesia 2024. Politika: Jurnal Ilmu Politik, 15(1), 1–20. https://doi.org/10.14710/politika.15.1.2024.1-20
Ate, D. D., Ridhwan, M., & Ode, S. (2025). Social Media-Based Political Campaign Strategies and the Impact of Filter Bubbles and Echo Chambers on the Electability of Presidential Candidates in the 2024 Election in Indonesia. 6(3), 1061–1071.
Chadwick, A. (2014). The hybrid media system: Politics and power. Public Administration, 92(4), 1110–1112. https://doi.org/10.1111/padm.12108
Deddy Satria M, S.Sos., M. S. (n.d.). Komunikais Digital (Issue 0). Zahir Publishing.
Djuyandi, Y., Nugraha, K. P., Sugiharto, A., Jamri, M. H., & Ridzuan, A. R. (2025). Normalizing the illegal: public perceptions of vote-buying in West Bandung Regency and its democratic consequences. Frontiers in Political Science, 7. https://doi.org/10.3389/fpos.2025.1630335
Febriandy, R. K., & Revolusi, P. (2024). The Digital Political Revolution: The Impact Of Artificial Intelligence (Ai) Based Political Campaigns On Voter Perceptions And Decisions In Generation Z In Indonesia. INTERACTION: Jurnal Pendidikan Bahasa, 11(2), 444–458. https://doi.org/https://doi.org/10.36232/jurnalpendidikanbahasa.v11i2.7113
Harun. (2025). Jurnal Dinamika Ilmu Komunikasi Strategi Media Sosial untuk Personal Branding Tokoh Politik pada Pemilu 2024. 11(02), 316–327.
Hersinta, H., & Sofia, A. (2022). Social Media, Youth and Environmental Low-Risk Activism: a Case Study of Savesharks Indonesia Campaign on Twitter. ASPIRATION Journal, 1(2), 114–135. https://doi.org/10.56353/aspiration.v1i2.11
Irenniza Aulia, P., Tomi Saputra, F., & Hardiyanti, R. (2024). Pengaruh Penggunaan Media Sosial Twitter Terhadap Pemenuhan Kebutuhan Informasi (Survei Terhadap Pengikut Akun @Habisnontonfilm) Dwi. Jurnal Ilmiah Wahana Pendidikan, 10(8), 410–418. https://jurnal.peneliti.net/index.php/JIWP%0APengaruh
Kominfo Temukan 203 Isu Hoaks Pemilu Tersebar pada 2.882 Konten. Jakarta: Kominfo. (2024). In Kementerian Komunikasi dan Informatika (Issue November).
Lestiyani, T. E. K., & Syauket, A. (2025). Utilization of Digital Technology by Political Volunteers in the 2024 Presidential Election to Enhance Electability Under the Open Proportional Electoral System. Siber Journal of Advanced Multidisciplinary, 3(2), 71–80. https://doi.org/10.38035/sjam.v3i2.525
Mulyono, B., Affandi, I., Suryadi, K., & Darmawan, C. (2022). Online civic engagement: Fostering citizen engagement through social media. Jurnal Civics: Media Kajian Kewarganegaraan, 19(1), 75–85. https://doi.org/10.21831/jc.v19i1.49723
Nugroho, A. S., Hidayat, N., Robiyanti, R. R., Purwaningsih, T., Tinggi, S., Buddha, A., Pulo, N. J., Permai, G., 107, N., & Timur, J. (2022). Peran Literasi Digital Dan Big Data Dalam Mencegah Hoax Jelang Pemilu 2024. Media Informasi Penelitian Kabupaten Semarang (SINOV), 4(2), 98–105.
Octaviani, S. A. (2025). Jurnal Dinamika Ilmu Komunikasi Strategi Komunikasi dalam Peralihan Layanan Digital PT Bank Negara Indonesia. 11(02), 390–405.
Pariser, E. (2011). THE FILTER BUBBLE (Vol. 17).
Syarfina Dyah Amalia, E. D. C. (2019). Clicktivism dan Pengaturan Kampanye Pemilu Melalui Media Sosial. Sustainability (Switzerland), 11(1), 1–14. http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI
Tapsell, R. (2017). Media Power in Indonesia: Oligarchs, Citizens and the Digital Revolution. In Media Power in Indonesia: Oligarchs, Citizens and the Digital Revolution. https://doi.org/10.1080/01292986.2020.1808690
DOI: https://doi.org/10.32509/dinamika.v11i2.6039
Refbacks
- There are currently no refbacks.
Copyright (c) 2025 Jurnal Dinamika Ilmu Komunikasi
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Indexed by:
Recomended Tools:
Jurnal Dinamika Ilmu Komunikasi
Program Pascasarjana, Universitas Prof. Dr. Moestopo (Beragama)
Kampus I, Jl. Hang Lekir I/8 Jakarta Pusat, Indonesia 10270
WA: 082137118246 (Chat Only)
email: dinamika@jrl.moestopo.ac.id
Copyright (c) 2024 Jurnal Dinamika Ilmu Komunikasi
Licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.