Transformasi Marketing Politik di Era Digital: Tantangan dan Prospek Media Sosial dalam Pemilu 2024
DOI:
https://doi.org/10.22373/jodicom.v1i3.370Keywords:
Political Marketing, Social Media, Political Communication, 2024 General Election, Digital DemocracyAbstract
he development of social media has transformed political marketing practices in Indonesia, particularly ahead of the 2024 General Election. Instagram, TikTok, YouTube, Facebook, and X are used by political actors to expand message reach, segment voters, build political images, and increase public engagement. This study aims to analyze the challenges and prospects of political marketing through social media in the context of the 2024 General Election. The study employs a descriptive qualitative approach using a literature review method. Data were obtained from books, journal articles, and publications from the General Elections Commission (KPU), the Election Supervisory Agency (Bawaslu), and the Indonesian Internet Service Providers Association (APJII). The findings show that social media strengthens political marketing through segmentation, targeting, positioning, personal branding, message personalization, interactivity, and data utilization. However, its effectiveness also poses risks, including disinformation, content manipulation, polarization, and a shift in political communication from substantive programs toward image-building. Social media has strong potential as a political marketing instrument, but its use needs to be supported by transparency, digital literacy, information verification, data protection, and communication ethics to maintain the quality of digital democracy
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