Pemanfaatan Media dalam Kampanye Politik : Studi Kasus Analisis Akun TikTok Gerindra sebagai Sarana Kampanye Politik Prabowo – Gibran dalam Pemilu 2024
DOI:
https://doi.org/10.54259/mukasi.v5i1.7077Keywords:
Generation Z, Political Campaign, Political Communication, TikTokAbstract
The use of social media in political campaigns increased significantly during the 2024 Presidential Election, particularly through TikTok, a platform widely used by Generation Z. this study aims to analyze the political communication strategies employed by the TikTok account of the Gerindra Party (@partaigerindra) as a campaign medium for the Prabowo Subianto–Gibran Rakabuming Raka ticket in the 2024 Presidential Election. This research adopts a qualitative approach using content analysis of 15 campaign videos uploaded between September 2023 and January 2024. The data were analyzed descriptively and interpretatively by examining content formats, narrative structures, visual symbols, and patterns of audience interaction. The findings indicate that the Gerindra Party’s TikTok account predominantly applies an edutainment-based communication strategy by combining political messages with entertainment elements such as memes, political humor, viral trends, live streaming, and influencer collaboration. These strategies aim to build emotional closeness, enhance audience engagement, and strengthen the candidates’ image among young voters. Additionally, interactive TikTok features, including comments, duets, and live streaming, facilitate two-way communication between candidates and audiences. This study concludes that TikTok functions as a strategic instrument of digital political communication, where creative, interactive, and platform-oriented content is effective in reaching and mobilizing Generation Z voters.
Downloads
References
Afubwa, peter, & Kauka, E. O. (2023). Exploratory Research Design in Management Science: A Review of Literature on Conduct and Application. International Journal of Research and Innovation in Social Science, VII(IV), 1384–1395. https://doi.org/10.47772/IJRISS.2023.7515
Akhsani, F. (2024). STRATEGI KOMUNIKASI POLITIK PARTAI GERINDRA DI MEDIA SOSIAL TIKTOK MENJELANG PEMILIHAN UMUM 2024 [Universitas Islam Negeri Syarif Hidayatullah]. https://repository.uinjkt.ac.id/dspace/bitstream/123456789/82876/1/FARIDA%20YUNIA%20AKHSANI-FDK_L.pdf
Anggito, A., & Setiawan, J. (2018). Metodologi Penelitian Kualitatif (E. D. Lestari, Ed.; 1st ed.). CV Jejak.
Febriana, A. I. D., & Rahman, S. (2024). Viral Politics and Platform Power: TikTok’s Role in Shaping Electoral Discourse in Southeast Asia. Communica : Journal of Communication, 2(1), 28–40. https://doi.org/10.61978/communica.v2i1.753
Flaxman, S., Goel, S., & Rao, J. M. (2016) Filter bubbles, echo chambers, and online news consumption. Public Opinion Quarterly, 80, 298-320. https://doi.org/10.1093/poq/nfw006
Hamman Satyagraha, M., & Mulyana, D. (2023). Triwikrama: Jurnal Ilmu Sosial EFEKTIVITAS MEDIA SOSIAL TIKTOK SEBAGAI ALAT KAMPANYE PARTAI POLITIK.
Hasugian, G. I. P., & Nurbani. (2023). Triwikrama: Jurnal Multidisiplin Ilmu Sosial Live Streaming Tiktok Terhadap Generasi Z. 9(10), 2025. https://www.slice.id/blog/tren-pengguna-media-sosial-dan-digital-marketing-
Jasim, M., Daneshzand, F., Carpendale, S., & Mahyar, N. (2023). A Qualitative Exploration of People’s Experiences on Social Media. https://doi.org/10.21203/rs.3.rs-2856084/v1
Laporan Akhir Penelitian Husna. (n.d.).
Marenza, A. F., Yanto, Y., & Dianti, M. H. (2024). Personal Branding “Gemoy”Prabowo (Case Study On The Tiktok Account @Partai Gerindra). Jurnal Multidisiplin Dehasen (MUDE), 3(4). https://doi.org/10.37676/mude.v3i4.6555
Marlina, D., & Hakim, L. (2025). Peran TikTok dalam Kampanye Politik: Strategi Menarik Gen Z di Pemilu 2024. Jurnal Audiens, 6(1), 196–213. https://doi.org/10.18196/jas.v6i1.587
Rinaudo, B. (2023). The New Teacher of Ideas: A Study on Social Media, Political The New Teacher of Ideas: A Study on Social Media, Political Influencers, and Generation Z Influencers, and Generation Z. https://egrove.olemiss.edu/hon_thesis/3002
Rizanul, R. C., Egistin, D., Jasmine, A., & Juniarto, D. (2025). Analisis Peran Media Sosial (TikTok) dalam Dinamika Partisipasi Politik pada Pemilu Presiden 2024. Journal of Social Contemplativa, 3(1), 51–61. https://doi.org/10.61183/jsc.v3i1.91
Sy Nurul Syobah, H. (2012). PERAN MEDIA MASSA DALAM KOMUNIKASI POLITIK (Number 1).
TikToksRoleinPoliticalCommunication. (n.d.).
Try, A., Rizky, J., Harris, E. A., & Soekarno, Z. P. (2023). Analisis Komunikasi Politik Prabowo Subianto Di Media Sosial Menjelang Kontestasi Pemilihan Presiden 2024. Prosiding Seminar Nasional, 673–680.
Zeng. J., & Kaye. D. B. V. (2022). From content moderation to visibility moderation: a case study of platform governance on TikTok. Wiley Periodicals LLC, 14, 79-95. https://doi.org/10.1002/poi3.287
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Andini Wulan Pratiwi, Irfan Irfan
This work is licensed under a Creative Commons Attribution 4.0 International License.
Hak cipta pada setiap artikel adalah milik penulis.
Penulis mengakui bahwa MUKASI (Jurnal Ilmu Komunikasi) sebagai publisher yang mempublikasikan pertama kali dengan lisensi Creative Commons Attribution 4.0 International License.
Penulis dapat memasukan tulisan secara terpisah, mengatur distribusi non-ekskulif dari naskah yang telah terbit di jurnal ini kedalam versi yang lain, seperti: dikirim ke respository institusi penulis, publikasi kedalam buku, dan lain-lain. Dengan mengakui bahwa naskah telah terbit pertama kali pada MUKASI (Jurnal Ilmu Komunikasi).
