HASIBUAN, FIKI FADILAH PUTRI (2024) ANALISIS ISI KONTEN KAMPANYE POLITIK KANDIDAT CALON PRESIDEN INDONESIA DI TIKTOK PADA PEMILU 2024. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Given TikTok's rising popularity among the younger generation, this platform has become a new arena for politicians and political parties to reach and influence potential voters. This study analyzes the political campaign strategies of three Indonesian presidential candidates - Anies Baswedan, Prabowo Subianto, and Ganjar Pranowo - on the TikTok social media platform during the 2024 Election campaign period. Using qualitative content analysis methods, this research aims to understand how the candidates utilize TikTok's unique features in conveying their political messages to voters, especially the younger generation. The results show that the three candidates adopted different strategies in utilizing TikTok. Anies Baswedan relied on a dialogic and interactive approach through the "Desak Anies" program and live sessions. Prabowo Subianto, although lacking an official account, had his campaign marked by the use of viral "cute" cartoons. Meanwhile, Ganjar Pranowo adopted a casual and interactive communication style through "Malmingan" and "Ganjar Menjawab" sessions. This study also reveals that all three candidates attempted to adapt their communication styles to TikTok's characteristics, leveraging features such as live streaming, hashtags, and short video formats. These findings indicate that TikTok has become an important platform in digital campaign strategies, allowing candidates to reach and interact with young voters more effectively. Melihat meningkatnya popularitas TikTok di kalangan generasi muda, platform ini telah menjadi arena baru bagi politisi dan partai politik untuk menjangkau dan mempengaruhi pemilih potensial. Penelitian ini menganalisis strategi kampanye politik tiga kandidat calon presiden Indonesia - Anies Baswedan, Prabowo Subianto, dan Ganjar Pranowo - di platform media sosial TikTok selama masa kampanye Pemilu 2024. Dengan menggunakan metode analisis isi kualitatif, penelitian ini bertujuan untuk memahami bagaimana para kandidat memanfaatkan fitur-fitur unik TikTok dalam menyampaikan pesan politik mereka kepada pemilih, terutama generasi muda. Hasil penelitian menunjukkan bahwa ketiga kandidat mengadopsi strategi yang berbeda dalam memanfaatkan TikTok. Anies Baswedan mengandalkan pendekatan dialogis dan interaktif melalui program "Desak Anies" dan sesi live. Prabowo Subianto, meski tidak memiliki akun resmi, kampanyenya ditandai dengan penggunaan kartun "gemoy" yang viral. Sementara Ganjar Pranowo mengadopsi gaya komunikasi santai dan interaktif melalui sesi "Malmingan Ganjar" dan "Ganjar Menjawab". Penelitian ini juga mengungkapkan bahwa ketiga kandidat berusaha menyesuaikan gaya komunikasi mereka dengan karakteristik TikTok, memanfaatkan fitur-fitur seperti live streaming, hashtag, dan format video pendek. Temuan ini menunjukkan bahwa TikTok telah menjadi platform penting dalam strategi kampanye digital, memungkinkan kandidat untuk menjangkau dan berinteraksi dengan pemilih muda secara lebih efektif.
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