ANALISIS PENGGUNAAN MUSIK DALAM KOMUNIKASI POLITIK: STUDI KASUS LAGU "OKE GAS 02" SEBAGAI MEDIA KAMPANYE PRABOWO-GIBRAN DALAM PILPRES TAHUN 2024

Abstrak

This study analyzes the utilization of music in political communication, with a specific focus on the song "Oke Gas 02," which was employed as a campaign medium for the presidential candidate duo Prabowo Subianto and Gibran Rakabuming Raka during the 2024 presidential election (Pilpres). The primary objective of this research is to evaluate how music can serve as an effective tool in shaping voter perceptions, building a positive image of candidates, and conveying campaign messages. To achieve this, a qualitative methodology was employed, which involved interviews, surveys, and content analysis of social media interactions. The research investigates the emotional resonance of the song and its impact on public opinion, particularly among the younger demographic, which is crucial for electoral success. The findings reveal that "Oke Gas 02" has successfully fostered an emotional connection with supporters, significantly enhancing the popularity of Prabowo and Gibran among young voters. Additionally, the song's viral status on social media platforms has played a crucial role in expanding its reach and influence. Through engaging melodies and relatable lyrics, the song resonates with the aspirations and concerns of the electorate, demonstrating the potential of music as a strategic tool in political campaigns. This study contributes to the understanding of how musical elements can enhance communication strategies in politics, particularly in the digital age, where emotional engagement is vital for mobilizing voter support.