Social Media in Electoral Communication: A Case Study of Strategic Initiatives by Bantul Election Commission for the 2024 Elections

Eka Anisa Sari, Resdika Anggesa Dwi Setiawan, Uspal Jandevi
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Abstract

In the contemporary landscape of democratic processes, the role of social media has become instrumental in shaping political communication strategies. This study investigates the nuanced dynamics of social media utilization, with a specific focus on its impact on the effectiveness of communication strategies employed during the 2024 Elections by the Bantul Election Commission (KPU Bantul) in Indonesia. Recognizing the potential of social media in enhancing voter participation, KPU Bantul strategically employed platforms such as Instagram, websites, and YouTube to educate, engage, and mobilize the public. Through a qualitative analysis rooted in social media theory and communication strategy frameworks, this research explores the innovative methods used by KPU Bantul. Key findings encompass strategic networking and coordination, digital literacy initiatives targeting novice voters, challenges in measuring social media impact, and the transformative potential of integrating social media within electoral processes. The study not only sheds light on the intricate mechanisms of social media utilization but also offers practical insights for improving social media initiatives in future electoral contexts.
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选举传播中的社交媒体:班图尔选举委员会2024年选举战略举措的案例研究
在民主进程的当代景观中,社交媒体的作用已成为塑造政治沟通策略的工具。本研究调查了社交媒体使用的微妙动态,特别关注其对印度尼西亚班图尔选举委员会(KPU班图尔)在2024年选举期间采用的沟通策略有效性的影响。KPU班图尔认识到社交媒体在提高选民参与方面的潜力,战略性地利用Instagram、网站和YouTube等平台来教育、吸引和动员公众。通过基于社交媒体理论和传播策略框架的定性分析,本研究探讨了KPU班图尔使用的创新方法。主要发现包括战略网络和协调、针对新手选民的数字扫盲倡议、衡量社交媒体影响的挑战,以及将社交媒体整合到选举过程中的变革潜力。这项研究不仅揭示了社交媒体使用的复杂机制,而且为在未来的选举背景下改善社交媒体倡议提供了实际见解。
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