DIGITALISASI POLITIK, TRANSISI BUDAYA KAMPANYE POLITIK, DAN PEREBUTAN SUARA PEMILIH MUDA (STUDI KASUS POLITICAL BRANDING PILPRES 2024)

Abstrak

Penelitian ini bertujuan untuk mendeskripsikan bagaimana startegi politikal branding yang dilakukan para kontestan Pilpres 2024, serta bagaimana dampak dari penggunaan strategi politikal branding terhadap budaya politik di Indonesia. Adapun penelitian ini menggunakan pendekatan penelitian kualitatif dengan teknik analisa konten pada media sosial untuk menyelidiki secara deskriptif terkait studi komunikasi politik melalui political branding oleh para kontestan Pilpres 2024. Hasil penelitian menunjukkan perubahan paradigma dan budaya kampanye dari konvensional ke digital, pertama kali muncul pada pilpres tahun 2014. Selanjutnya terus berkembang, hingga pada pilpres 2024 pertarungan kampanye politik lebih massif terjadi di media sosial dan media massa, setiap kontestan melakukan startegi politikal branding seperti Anis dan Muhaimin dengan branding slepet, Prabowo dan Gibran denga Gemoy Samsul, dan Ganjar dan Mahfud dengan Sat Set. Politikal branding berdampak pada pertarungan gimmick memperebutkan hati pemilih muda yang pada akhirnya memberikan kemenangan politik terhadap keterpilihan Prabowo Gibran yang dianggap merepresentasikan pemilih muda. Namaun memunculkan gejolak pasca putusan karena dianggap terjadi pelanggaran administartif yang meloloskan Gibran sebagai calon wakil presiden yang dianggap sebagai bentuk nepotisme yang bertentangan dengan nilai budaya yang ada di Indonesia.

This research aims to describe the political branding strategies used by contestants in the 2024 presidential election, as well as the impact of using political branding strategies on political culture in Indonesia. This research uses a qualitative research approach with content analysis techniques on social media to investigate descriptively related to the study of political communication through political branding by contestants in the 2024 presidential election. The results of the research show a change in the paradigm and campaign culture from conventional to digital, which first appeared in the presidential election in 2024. 2014. Then it continued to develop, until in the 2024 presidential election more massive political campaign battles took place on social media and mass media, each contestant carried out political branding strategies such as Anis and Muhaimin with slepet branding, Prabowo and Gibran with Gemoy Samsul, and Ganjar and Mahfud with Sat Set. Political branding had an impact on gimmick battles for the hearts of young voters which ultimately resulted in a political victory for the election of Prabowo Gibran who was considered to represent young voters. However, this caused turmoil after the decision because it was deemed that there had been an administrative violation in passing Gibran as vice presidential candidate, which was considered a form of nepotism that was contrary to the cultural values that exist in Indonesia