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Will the 'gemoy' tactic be effective in wooing Gen Z voters?
Voters, the media and civil society must ramp up scrutiny and call for dialogue to combat an alarming trend in campaign strategies, which is shifting the 2024 election away from a democratic to a personality contest.
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Campaign trail: Presidential candidate Prabowo Subianto (center) shakes hands with members of the crowd on Dec. 2, 2023 during a meeting with religious and community figures at the Primajasa bus terminal in Tasikmalaya, West Java. (Antara/Galih Pradipta)
Ahead of the general election in February 2024, the political landscape is rife with strategies to captivate the electorate, particularly Generation Z voters. Among these is presidential candidate Prabowo Subianto’s cultivating his image embodying gemoy, a term connoting adorability and amiability in contrast to the seemingly passive demeanor of his running mate, Gibran Rakabuming Raka.
While such strategies might seem benign or appealing, deeper analysis reveals they are emblematic of a political culture that treats elections as mere spectacle, undermining the substantive engagement necessary for a healthy democracy.
The term “gemoy”, often used to describe something adorable or endearing, has been co-opted by the Prabowo camp in a calculated move to soften the image of a candidate otherwise known for his stern, military background. This strategy needs to be revised, as it illustrates a troubling shift in political discourse from policy and capability to persona and external image.
The danger is twofold: It trivializes the gravitas required of a nation’s leader and attempts to manipulate a young and impressionable electorate.
Gen Z voters, a significant demographic in next year’s elections, are particularly vulnerable to such tactics. Accustomed to the fast-paced, image-driven culture of social media, there is a risk that they might equate gemoy with suitability for leadership. This is a risky conflation.
Leadership, especially at the presidential level, demands more than likability. It requires a deep understanding of complex national issues, a vision for the country's future and the ability to make tough decisions. Therefore, the gemoy image is a superficial veneer, distracting from the substantive evaluation of a candidate's policies and track record.
