Political Communications of Prabowo Subianto Campaign Using Tiktok on 2024 President Elections

Abstract

The research manuscript examines the political communication strategies employed by Prabowo Subianto's campaign during the 2024 Indonesian presidential election, with a specific focus on the use of the social media platform TikTok. The study aims to identify the main strategies utilized by Prabowo's campaign team in leveraging TikTok, analyze the effectiveness of these strategies in reaching and engaging the target audience, and assess the role of TikTok in shaping public opinion and influencing voter decisions The research utilizes a qualitative approach, including interviews with key campaign officials and social media managers, as well as the analysis of engagement metrics such as likes comments, and shares on Prabowo's TikTok posts. The findings suggest that Prabowo's campaign successfully used TikTok to humanize the candidate, create an emotional connection with voters, and offset his controversial past. The campaign's use of humor, empathy, and visual elements on the platform helped to appeal to younger voters and build a sense of community among Prabowo's supporters. The study highlights the growing importance of social media platforms, particularly TikTok, in shaping the political landscape and the potential implications for the integrity of electoral processes.