Analysis of the digital campaign strategies of Prabowo Subianto and Anwar Ibrahim on the Tiktok platform in the 2024 Indonesian Elections and the 2022 Malaysian Elections
Year: 2024
Type: article
Abstract: This article discusses digital campaign trends in the general elections of Indonesia and Malaysia, focusing on the use of the TikTok platform by Prabowo Subianto and Anwar Ibrahim. Employing a qualitative research method and the public communication campaign theory by Charles K. Atkin and Ronald E. Rice (2012), this study analyzes the strategies, messages, and implementation of the digital campaigns of both candidates through the campaign content released on TikTok videos. The findings from the desk study approach and content analysis indicate that Prabowo Subianto uses a dynamic visual approach and "cute" imagery to attract young voters, while Anwar Ibrahim emphasizes authenticity and emotional engagement to build trust. Both candidates exhibit similarities in the use of visual, educational, and interactive content. The differences lie in the use of AI technology, which is only utilized by Prabowo Subianto. This research finds that social media, particularly TikTok, has become an essential tool in shaping public perception and garnering voter support, with significant implications for the presidential elections in both countries.
Authors: Azura Marha, Anindya Nur, Ananda Yuvino, Syami Mutiara, Ratnia Sholihah, Hari Das Abdullah, Muhammad Anwar Fahmi
Institutions: Universiti Teknologi MARA System, Universiti Teknologi MARA
Language: English
Topic: Social Media and Politics
Subfield: Communication
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7113456484
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