ELECTION 2024: COMMUNICATION STRATEGY OF POLITICAL ELITES THROUGH INSTAGRAM TO ATTRACT MILLENNIAL VOTERS IN DENPASAR
Keywords:
Instagram; Millennial Voters; Political Communication Strategy; Obstinate Audience Theory.Abstract
This study analyzes the role of Instagram as a political communication platform for political elites in attracting the sympathy of millennial voters. Using a qualitative approach and stone-headed audience theory, this study examines Instagram content, the interaction between political elites and voters, and millennial voters' perception of the use of Instagram in a political context. By taking the case of political elites who are active on Instagram, this study qualitatively analyzes how millennial voters respond to the political messages conveyed. The results of the study show that Instagram has become a very practical medium for political elites to reach millennial voters. However, the success of political communication on Instagram relies heavily on the ability of political elites to adapt to digital culture, build an authentic image, and create content relevant to the interests of millennial voters. This research provides important implications for political communication practitioners in harnessing the potential of social media to achieve their campaign goals.
References
Abdussamad, Z. (2021). Metode Penelitian Kualitatif. Makassar: CV Syakir Media Press.
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
Alam, S. (2021). Penggunaan Media Sosial sebagai Alat Komunikasi Politik. Avant Garde: Jurnal Ilmu Komunikasi, 09(01), 68-78. https://doi.org/10.36080/ag.v9i1.1257
Alfiyani, N. (2018). Media Sosial sebagai Strategi Komunikasi Politik. Potret Pemikiran, 22(2), 57-69. http://dx.doi.org/10.30984/pp.v22i1.762
Andriana, N. (2022). Pandangan Partai Politik terhadap Media Sosial sebagai Salah Satu Alat Komunikasi Politik untuk Mendekati Pemilih Muda (Gen Y dan Z): Studi Kasus PDI-P dan PSI. Jurnal Penelitian Politik, 19(1), 51–66. https://ejournal.brin.go.id/jpp/article/view/9275/7043
Arahman, Z., & Muhibuddin, A. (2025). The Role of Dayah Ulama in Political Communication during the 2024 Aceh Elections. Nyimak Journal of Communication, 9(1), 204-216. https://doi.org/10.55108/jap.v3i1.19
Ardag, M. M., Bruno, C. S., J. Philipp, T., Steffen F. B. R. & Levente, L. (2019). Populist Attitudes and Political Engagement: Ugly, Bad, and Sometimes Good?. Journal of Representative Democracy, 55(1), 1-23. https://doi.org/10.1080/00344893.2019.1661870
Arjawa, S., et al. (2019). Laporan Riset Kepemiluan 2019 Tentang Partisipasi Pemilih Provinsi Bali. Jakarta: Komisi Pemilihan Umum Republik Indonesia dan FISIP Unud.
Arrianie, L. (2022). Teori, Model, Perspektif, dan Media Komunikasi Politik. Jakarta: Penerbit Buku Kompas.
BBC. (2019). Calon Presiden Pilihan Generasi Z: 'Mereka Mengikuti Pilihan Orang Tua'. (Diakses pada 16 Maret 2024 dari alamat https://www.bbc.com/indonesia/indonesia-47649338).
Broussard, R. (2021). “Stick to Sports” is Gone: A Field Theory Analysis of Sports Journalists’ Coverage of Socio-political Issues. Journalism Studies, 21(12), 1627-1643. https://doi.org/10.1080/1461670X.2020.1785323
Cameron, M. A. (2021). The return of oligarchy? Threats to Representative Democracy in Latin America. Third World Quarterly, 42(4), 775-792. https://doi.org/10.1080/01436597.2020.1865794
Deni, A. (2024). Elite Politik, Demokrasi, & Ketimpangan. Purbalingga: Eureka Media Aksara.
Dwitama, M. I., Firza, A. H., Endang, S., Usni, & Djoni, G. (2022). Media Sosial dan Pengaruhnya terhadap Partisipasi Politik Masyarakat di Pilkada 2020 Tangerang Selatan. Independen Jurnal Politik Indonesia dan Global, 3(1), 52-66. https://doi.org/10.24853/independen.3.1.53-66
Febrianto, D., Martini & Dian, A., P. (2024). Strategi Kampanye dan Branding Politik Anies Baswedan Melalui Instagram @Ubahbareng dalam Meraih Suara Generasi Z. Dawatuna Journal of Communication and Islamic Broadcasting, 4(4), 1519-1529. https://doi.org/10.47467/dawatuna.v4i4.1669
Fitriyah, P. & Raihan, R. (2021). Digital Opinion Program Mata Najwa Edisi “Kursi Kosong” di Twitter. Jurnal Ilmu Komunikasi, 11(2), 36-49. https://jurnal.akmrtv.ac.id/jk/article/view/286
Harahap, M., Ruth. N., Winanda, S., & Jamaludin. (2023). Elit Politik di Indonesia: Akar dan Dampak Penyalahgunaan Hak Berdemokrasi. COMSERVA : Jurnal Penelitian dan Pengabdian Masyarakat, 3(6), 2149-2160. https://doi.org/10.59141/comserva.v3i06.1023
Harris, A.S. (2020). Toward Performance-based Politics: Swing voters in South Africa’s 2016 Local Elections. Politikon South African Journal of Political Studies, 47(2), 1-18. https://doi.org/10.1080/02589346.2020.1715161
Hayat, M. A., Sjaiful, J., Gunawan, W., & Muhammad, I., I. (2021). Peran Media Sosial dalam Komunikasi Politik. JIST: Jurnal Indonesia Sosial Teknologi, 2(1), 104-114. https://doi.org/10.59141/jist.v2i01.61
Hia, E. F., Chontina, S. (2021). Komunikasi Politik di Era Digital. Humantech: Jurnal Ilmiah Multidisiplin Indonesia, 1(1), 6-18. https://doi.org/10.32670/ht.v1i1.774
Indrawan, J., Ruth, E., B., & Hermina, S. (2023). Instagram sebagai Media Komunikasi Politik Bagi Generasi Milenial. Ekspresi dan Persepsi Jurnal Ilmu Komunikasi, 6(1), 109-118. https://doi.org/10.33822/jep.v6i1.4519
Iswardhana, M. R., Maf'ulillahi, Z., Gita, A., M., Widia, G., T., & Adinia, N. (2023). Kampanye Gunakan Hak Suara dan Jangan Golput pada Pemilu 2024 Untuk Generasi Muda. PAKMAS : Jurnal Pengabdian kepada Masyarakat, 3(1), 117-122. https://doi.org/10.54259/pakmas.v3i1.2014
Junior, I. M. L. & Naufal, N., H. (2024). Pengelolaan Citra Politik Prabowo - Gibran dalam Pemilihan Presiden 2024 pada Akun Media Sosial Instagram. Kultura: Jurnal Ilmu Hukum, Sosial, dan Humaniora, 2(1), 318-326. https://doi.org/10.572349/kultura.v2i1.926
Khakim, M. S. (2023). Partisipasi Politik Generasi Muda pada Pemilihan Umum Tahun 2024. Jurnal Administrasi Pemerintahan Daerah, 4(1), 98-116. https://doi.org/10.47134/villages.v4i1.47
Koddenbrock, K. (2019). Money and Moneyness: Thoughts on the Nature and Distrtional Power of the “Backbone” of Capitalist Political Economy. Journal of Cultural Economy, 12(2), 101-118. https://doi.org/10.1080/17530350.2018.1545684
Kristinova, J. C. (2022). Tindakan Imitasi Gaya Hidup Pemengaruh pada Generasi Milenial. Jurnal Analisa Sosiologi, 11(2), 350-363. https://doi.org/10.20961/jas.v11i2.57261
Linawati, Rialdo, R., M., L., T., Purba, I., G., & Khairunnisa, A. (2022). Komunikasi Politik Muhammad Dwiki Ramadhani dalam Merebut Dukungan Kalangan Generasi Milenial pada Pemilu 2019. Jurnal Pustaka Komunikasi, 5(1), 177-189. https://doi.org/10.32509/pustakom.v5i1.1922
Luminiello, R. (2020). ‘Ireland is not Going to Take Her Orders From Rome’: Leo XIII, Thomism, and the Irish Political Imagination. History of European Ideas, 46(7), 964-981. https://doi.org/10.1080/01916599.2020.1747228
Majid, M. N. & Evy, D., A. (2023). Strategi Komunikasi Politik dalam Pemilihan Umum di Era Digital. Perseptif: Jurnal Ilmu Sosial & Humaniora, 2(1), 53-61. https://doi.org/10.62238/perseptifjurnalilmusosialdanhumaniora.v1i2.34
Malka, V. E., Yaron, A. & Gabriel, W. (2020). Rethinking Political Communication in the Digital Sphere. The Journal of International Communication, 26(2), 190-210. https://doi.org/10.1080/13216597.2020.1771397
Mansyur, I. (2020). Rasionalitas Orientasi Politik Masyarakat Nelayan Kabupaten Majene pada Pemilihan Umum Legislatif dalam Bunga Rampai Tata Kelola Pemilu Indonesia, (ed) 2. Jakarta: Komisi Pemilihan Umum Republik Indonesia.
Muhidin, A., Wahyu, U., D., & Nurkinan. (2022). Komunikasi Politik Partai Keadilan Sejahtera Pada Masyarakat Non Muslim di Kabupaten Karawang. Jurnal Ilmiah Wahana Pendidikan, 8(3), 12-22. https://doi.org/10.5281/zenodo.6960999
Mujani, S., Liddle, W., & Ambardi, K. (2019). Kaum Demokrat Kritis: Analisis Perilaku Pemilih Indonesia sejak Demokratisasi. Jakarta: Kepustakaan Populer Gramedia.
Munadi. (2023). Etika Politik Generasi Milenial Menjelang Pemilu 2024. Resolusi: Jurnal Sosial Politik, 6(2), 119-126. https://doi.org/10.32699/resolusi.v6i2.6056
Nazar, R., F. & Adrian, F., M. (2023). Dinamika Komunikasi Politik Menjelang Pemilihan Umum Presiden Tahun 2024. JCIC: Jurnal CIC Lembaga Riset dan Konsultan Sosial, 5(2), 79-86. https://doi.org/10.51486/jbo.v5i2.188
Nofianti, Ratna, Astuti & Junaid, G. (2024). Faktor yang Mempengaruhi Generasi Milenial dalam Partisipasi Kepemiluan. Banjarese: Journal of International Multidisciplinary Research, 2(2), 75-83. https://doi.org/10.62504/gmt1sh80
Novita, D. & Ai, F. (2020). Peningkatan Partisipasi Pemilih Milenial: Strategi Komunikasi dan Sosialisasi Komisi Pemilihan Umum pada Pemilu 2019. Makna: Jurnal Kajian Komunikasi, Bahasa dan Budaya, 7(2), 56-84. https://doi.org/10.33558/makna.v7i2.2182
Pahlevi, M., E., T., Wildhan, K., Muhammad, I., K. (2019). Persepsi Pemilih Milenial dalam Pemilu Serentak 2019 di Provinsi Daerah Istimewa Yogyakarta. Jurnal Adhyasta, 2(2), 99- 114. https://doi.org/10.55108/jap.v2i2.11
Pratiwi, N. I., Ni Made, W. (2025). Defensive and Offensive Political Communication Strategy of Presidential and Vice Presidential Candidates on TikTok Live Broadcast in the 2024 Election. CoverAge Journal of Strategic Communication, 16(1), 38-56. https://doi.org/10.35814/xknm0k95
Pureklolon, T. T. (2021). Eksistensi Budaya Politik di Indonesia: Sebuah Kajian. Jurnal Communitarian, 3(1), 405-430.
Qudsi, M., I., E. & Ilham, A., S. (2020). Instagram dan Komunikasi Politik Generasi Z dalam Pemilihan Presiden 2019 (Studi pada Mahasiswa Universitas Pertamina). Perspektif Komunikasi: Jurnal Ilmu Komunikasi Politik dan Komunikasi Bisnis, 4(2), 167-185. https://doi.org/10.24853/pk.4.2.167-185
Raekstad, P. (2019). The New Democracy: Anarchist or Populist?, Critical Review of International Social and Political Philosophy, 23(7), 931-942. https://doi.org/10.1080/13698230.2019.1585151
Rafi, M. & Hamdan, M., S. (2019). Efektivitas Kampanye Partai Solidaritas Indonesia Melalui Media Sosial Instagram terhadap Minat Kaum Muda Berpolitik” (Studi pada Pengurus Partai Solidaritas Indonesia DPD Banda Aceh)”. Jurnal Ilmiah Mahasiswa (JIM), 4(4), 1-12. https://jim.usk.ac.id/FISIP/article/view/12900
Riani, Y., Amat, J., Selpi, A., T., Marya, J., & Silvy, M. (2024). Sosialisasi Pelanggaran Politik dan Peran Masyarakat dalam Pengawasan Partisipatif Pemilu 2024. JPM: Jurnal Pengabdian Mandiri, 2(6), 1211-1218. https://bajangjournal.com/index.php/JPM/article/view/5902
Rully, Guntur, F., P., Irwansyah, Safira, H. (2021). Strategi Komunikasi Politik Berbasis Relawan dalam Pemenangan Pemilihan Gubernur. Jurnal Representamen, 7(02), 1-9. https://doi.org/10.30996/representamen.v7i02.5724
Sani, Z., A., Totok, W., A., Poppy, F., & Kenneth, L., T., W. (2024). Electability of Presidential and Vice Presidential Candidates Among Gen Z in the 2024 Presidential Election. Communicatus: Jurnal Ilmu Komunikasi, 8(2), 159-180. https://doi.org/10.15575/cjik.v8i2.40732
Sirait, M., F., Sarifah, A., S., & Nurfatin, S., F. (2024). Khalayak dalam Komunikasi Politik: Peran dan Pengaruhnya dalam Keberhasilan Proses Komunikasi. Jurnal Lentera, 23(3), 285-300. https://doi.org/10.29138/lentera.v23i3.1451
Sujarweni, V., W. (2023). Metodologi Penelitian Lengkap, Praktis, dan Mudah Dipahami. Yogyakarta: Pustaka Baru Press.
Tapsell, R. (2021). Social Media and Elections in Southeast Asia: The Emergence of Subversive, Underground Campaigning. Asian Studies Review, 45(1), 1-17. https://doi.org/10.1080/10357823.2020.1841093
Tebba, S. (2023). Dakwah Online Melalui Media Sosial. Salam: Jurnal Sosial dan Budaya Syar-I, 10(3), 787-800. https://doi.org/10.15408/sjsbs.v10i3.33725
Venus, A., Drina, I., Fitria A., & Puji L. (2025). Enhancing Generation Z's Political Efficacy Through Social Media Political Influencers. Nyimak Journal of Communication, 9(2), 186-203. https://doi.org/10.1080/13183222.2020.1727277
Wang, W. (2020). Mediatised Politics: A Perspective for Understanding Political Communication in China. Journal of the European Institute for Communication and Culture, 27(2), 112-125. https://doi.org/10.1080/13183222.2020.1727277
Zulkarnaen, F., Adea, S., A., Alvi, R., Lidia, W., & Mochamad, D., P. (2020). Partisipasi Politik Pemilih Milenial pada Pemilu di Indonesia. Jurnal Politikom Indonesiana: Kajian Ilmu Pemerintahan, Ilmu Politik dan Ilmu Komunikasi, 5(2), 56-63. https://doi.org/10.35706/jpi.v5i2.4554
Published
How to Cite
Issue
Section
Citation Check
License
Copyright (c) 2026 Nuning Indah Pratiwi, Jonathan A Dano, Jalloud R. Abdul
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish articles in Communicatus: Jurnal Ilmu komunikasi agree to the following terms:
- Authors retain copyright of the article and grant the journal right of first publication with the work simultaneously licensed under a CC-BY-SA or The Creative Commons AttributionShareAlike License.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
