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Restu Rahmawati
Universitas Pembangunan Nasional “Veteran” Jakarta, Indonesia

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Political Campaign TKN "Fanta" Through the Movement Pemilihmuda.id in the Victory of the Prabowo - Gibran in the 2024 Presidential Election Muhammad Rafael Fitrah Ramadhan Rochman; Restu Rahmawati
Journal of Governance and Social Policy Vol. 6 No. 2 (2025): Vol. 6 No. 2 (2025): DECEMBER 2025
Publisher : Department of Government Studies, Faculty of Social and Political Sciences, Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/gaspol.v6i2.35

Abstract

This study analyzes the political campaign strategy of the National Campaign Team (TKN) “Fanta” through the movement Pemilihmuda.id in an attempt to win the Prabowo – Gibran pair in the 2024 presidential election. This movement represents a campaign innovation specifically designed to reach and optimize the potential of young voters, who will be the largest electoral group in the 2024 election. Through a hands-on approach-based approach and creative political communication, Pemilihmuda.id not only serves as a means of campaign but also as a participation space that offers direct benefits for the younger generation such as the delivery of aspirations that are directly monitored by TKN “Fanta”. This study uses descriptive qualitative methods through semi-structured interviews and secondary data to describe in depth the form of campaign strategies, communication patterns and their impact on increasing electoral support. The research findings show that community-based activities as well as emotional and participatory approaches are effective in building a positive image of Prabowo – Gibran among Generation Z. This strategy proved significant in strengthening the engagement of young voters while contributing to the couple's electoral victory
Analysis of Political Communication of Party Wing Organizations through the Facebook Account @DPPBantengMudaIndonesia in Constructing a Positive Image of PDI Perjuangan After the 2024 Election Rheshinta Wibawani Pujantari; Restu Rahmawati
Journal of Governance and Social Policy Vol. 7 No. 1 (2026): Vol. 7 No. 1 (2026): JUNE 2026
Publisher : Department of Government Studies, Faculty of Social and Political Sciences, Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/gaspol.v7i1.2000

Abstract

This study aims to analyze the political communication of a party wing organization through the Facebook account @DPPBantengMudaIndonesia in building a positive image of PDI Perjuangan after the 2024 General Election. Using a qualitative method with a netnographic approach, the research explores communication patterns, forms of political messages, and audience responses in the digital sphere. Data were obtained through digital observation of posts, comments, and user interactions on the account, supported by interviews and literature review. The analysis applies Harold D. Lasswell’s communication theory, emphasizing the framework of “who says what in which channel to whom with what effect.” The findings show that BMI acts as a digital political communicator consistently reinforcing PDI Perjuangan’s image through humanitarian content, organizational agendas, ideological symbols, and narratives of closeness with society. BMI’s communication activities are directly associated by the public with PDI Perjuangan as the main party. Audience responses reveal a dominance of positive sentiment, particularly increased engagement with social and humanitarian content.This study highlights the strategic role of party wing organizations in strengthening political legitimacy and constructing a positive party image through social media. In the digital era, BMI functions not only as a vehicle for cadre recruitment but also as a medium of representation, legitimacy, and image consolidation for PDI Perjuangan.
Co-Authors Muhammad Rafael Fitrah Ramadhan Rochman Rheshinta Wibawani Pujantari