Generation Z's Political Participation in the 2024 Prabowo–Gibran Presidential Election Campaign on Instagram
Keywords:
Digital Campaign, Generation Z, Instagram, Political Participation, Presidential ElectionAbstract
The 2024 Indonesian Presidential Election marks an era of massive digital political participation, particularly among Generation Z voters, through the Instagram platform. The background of this research is the dominance of Prabowo Subianto-Gibran Rakabuming Raka's campaign strategy, which utilized viral content such as “gemoy” memes and mobilization hashtags, which successfully attracted 58% of Gen Z votes according to post-election data from the General Elections Commission (KPU). The research question focuses on the form of Gen Z participation, whether it is merely entertainment or substantial, as well as the driving factors and their implications for digital democracy in Indonesia. This study uses a qualitative approach with thematic content analysis of 100 official Instagram posts (@prabowogibran) and related hashtags (#PrabowoGibran2024, #GemoyPrabowo) from January to March 2024, supplemented by 15 in-depth interviews with Gen Z who are active on the platform. Key findings reveal participation patterns: 40% are emotional entertainment memes, 30% are mobilization through shares and stories, 20% are policy discussions such as education and employment, and 10% are opposition criticism. The interviews highlight FOMO (fear of missing out) motives, the influence of Key Opinion Leaders (KOLs), and the accessibility of Instagram as a substitute for conventional campaigns. Implications for digital democracy include increased turnout among young voters (up to 80% among urban Gen Z), but with the risk of creating echo chambers and polarization. This research contributes to the study of e-participation in countries with.
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