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Unraveling the contrasts in voter preferences for presidential candidates on social media
Users on X are equipped with the knowledge of past histories, government experiences, political outlook, and future policies from each candidate.
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Presidential candidates (from left to right) Anies Baswedan, Prabowo Subianto and Ganjar Pranowo stand on the stage during the final 2024 presidential debate at Jakarta Convention Center (JCC) in Senayan, Central Jakarta on Feb. 4, 2024. (Antara/M Risyal Hidayat )
The presidential elections have been a captivating spectacle over the past decade, characterized by their uniqueness due to the country's diverse background and a population exceeding 250 million.
This year young voters, comprising both millennials and Gen Z, make up 52 percent of the total national electorate. As the election campaign unfolds, candidates are once again resorting to unconventional tactics to secure the support of the ever-growing younger voting bloc.
Recognizing Gen Z as swing voters, the candidates are employing catchy strategies to capture their attention, especially through online platforms.
The three presidential tickets are leaving no stone unturned in their efforts to attract the attention of young voters. As TikTok, Instagram and X (formerly Twitter) are some of the biggest platforms utilized by the younger generation in Indonesia, each candidate employs unique strategies. Looking closer into the social media landscape, each of the platforms has different characteristics for their audiences. Furthermore, each candidate also has their own ways of utilizing their platforms, especially through various kinds of gimmicks.
The candidate pair of Anies Baswedan and Muhaimin Iskandar, went live on TikTok giving inspirational speeches and portraying the role of father figures. The campaign team has also initiated “Desak Anies” (Urge Anies), a campaign event where anyone can ask Anies anything, even if the questions are controversial. The event footage has been shared widely on social media showcasing how Anies can bring a platform and give answers to any citizen as a leader.
The candidate pair of Prabowo Subianto and Gibran Rakabuming Raka has implemented various strategies, primarily on TikTok and Instagram. These include dance performances known as gemoy incorporating artificial intelligence (AI)-generated photos, videos and more. Additionally, the campaign team has utilized platform X, through @Gerindra (Prabowo’s political party), to personally engage with users, further diversifying their outreach efforts.
The candidate pair of Ganjar Pranowo and Mahfud MD places a significant emphasis on their presence on platform X. In particular, Ganjar, renowned for his straightforward approach, personally engages with the audience using casual language.
