The Use of Social Media in the Anies Baswedan-Muhaimin Iskandar Campaign on Gen Z Political Participation

Abstract

This research aims to describe and analyze the use of social media by generation Z in the 2024 presidential election campaign by the Anies Baswedan-Muhaimin Iskandar team. Using descriptive qualitative methods and an inductive approach, this study collected data through interviews and documentation. The results showed three main roles of social media in this campaign: as campaign media, a tool for developing political literacy, and a means of increasing voter participation. As campaign media, the use of social media involves creating interesting and relevant content, using the right platform, collaborating with influencers, and utilizing technology and internet access to reach a wider audience. In the development of political literacy, social media facilitates access to information, encourages engagement in public discussions, participation in the democratic process, and political education. It strengthens the interaction between candidates and the public and broadens public discussion. In addition, social media also plays a role in increasing voter participation by reaching target audiences, mobilizing voters, increasing interaction and engagement, and conducting monitoring and evaluation. Overall, the use of social media in the 2024 presidential election campaign by the Anies Baswedan-Muhaimin Iskandar team is effective in mobilizing the political participation of generation Z.