Study of Political Branding through TikTok Accounts of Indonesian Presidential Candidates

Vito Frasetya, Agung Wibawa

Abstract


Early in 2024, there will be a simultaneous general election in Indonesia. The presidential election is receiving interest from the general populace. Social media is being used by the presidential contenders for 2024–2029 to promote their campaigns. We are Social claims that TikTok is the most widely used social media platform in Indonesia. These candidates engaged in political branding. This study employed a qualitative descriptive research methodology, gathering data from presidential candidates' narratives and video uploads. The content on each candidate's official TikTok account was examined as part of the analysis. The findings indicate that Prabowo Subianto was not visible on his official TikTok social media account, while Anies Baswedan created a story of change in his account. Ganjar, in the meantime, crafts a story about how the current government's infrastructure projects are sustainable.


Keywords


Presidential election, social media, TikTok,

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DOI: http://dx.doi.org/10.24042/komunika.v6i2.21076

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