The Effectiveness of Prabowo-Gibran's Use of TikTok Social Media in the 2024 Presidential Election

Abstract

This research explores how TikTok is used in political communication to shape public opinion. The research method used is a qualitative approach focusing on in-depth observation. The research results show that the use of TikTok in political campaigns has made the process easier than traditional methods. Prabowo-Gibran can intelligently manage content that can change people's political views, especially first-time voters, through the content they present. This pair used TikTok effectively because they knew the dominance of first-time voters and generation-Z in the 2024 elections. By changing public sentiment through positive content, Prabowo-Gibran gained strong support. This research concludes that the Prabowo-Gibran pair's use of TikTok is more effective than that of other competitors in reaching young voters. Apart from that, this research also highlights how the Prabowo-Gibran couple succeeded in utilizing TikTok's creative features, such as challenges, filters, and music, to increase interaction with voters. They have also succeeded in building an image close to the younger generation through relevant and entertaining content. With the right strategy, Prabowo-Gibran could utilize the power of TikTok social media to expand the reach of their campaign and positively influence public opinion. This research provides valuable insight into how social media can be an effective tool in modern politics, especially in the context of the 2024 presidential election in Indonesia.