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All Journal Mamangan Social Science Journal International Journal of Management and Business Economics
Rashmi Ranjan Panigrahi
Assistant Professor Gitam School of Business, GITAM (Deemed to be University), Rushikonda, Visakhapatnam - 530045, Andhra Pradesh, India
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Gerindra’s ‘Gemoy’ Digital Democracy: Fragmenting the Public Sphere in Election 2024 Fitri Sarasati; Tri Wahyuti; Andi Faisal Bakti; Rashmi Ranjan Panigrahi
Jurnal Mamangan Vol 15, No 1 (2026): Jurnal Ilmu Sosial Mamangan Accredited 2 (SK Dirjen Ristek Dikti No. 0173/C3/DT
Publisher : LPPM Universitas PGRI Sumatera Barat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22202/mamangan.v15i1.10076

Abstract

This study investigates the transformation of political communication in Indonesia’s 2024 Presidential Election through Gerindra’s viral ‘Gemoy’ campaign, which employed emotionally resonant digital content to construct a relatable image of candidate Prabowo Subianto. Grounded in the frameworks of Viral Democracy Syndrome, Normalization and Illusion of Participation, and Fragmented Public Sphere theory, the research examines how algorithmic curation, affective aesthetics, and symbolic engagement contribute to democratic disillusionment and discursive fragmentation. Using a positivist-quantitative approach, data were collected via structured questionnaires from 200 purposively selected respondents Indonesian voters exposed to ‘Gemoy’ content. Statistical analyses, including regression and ANOVA, reveal three key findings. First, audience expectations for digital democracy significantly predict digital normalization experiences (R² = .438), indicating an “expectation-disillusionment paradox” wherein higher democratic hopes lead to increased recognition of symbolic manipulation. Second, a dual-pathway effect shows that while digital democracy initially reduces perceived fragmentation, normalization experiences strongly increase it (R² = .499), highlighting how algorithmic logic fosters echo chambers, polarization, and discourse trivialization. Third, initial exposure modality to ‘Gemoy’ content explains 87.5% of the variance in digital democracy expectations, validating the “platform determinism” hypothesis and illustrating how algorithmic architectures precondition political perceptions. The study concludes that while the ‘Gemoy’ strategy achieved short-term viral success, it also triggered long-term democratic deficits by programming audience consciousness and degrading deliberative engagement. This research contributes to the digital political communication literature by demonstrating the psychological and structural consequences of symbolic campaigns in Southeast Asia. It recommends policy interventions on algorithmic transparency, critical digital literacy beyond fact-checking, and the creation of deliberative digital spaces. Future research should explore longitudinal effects of viral political strategies and develop interdisciplinary models of technologically mediated political cognition.
Marketing Strategy Through Social Media Using Porter's Five Forces And SWOT Analysis Methods Case Study: Christina Ulos Indonesia Rebecca Christina Pardede; Adelifa Situmorang; Rully Cesarlin Lumbanraja; Denis Saido Munthe; Santi Agustina Manalu; Rashmi Ranjan Panigrahi
International Journal of Management and Business Economics Vol. 4 No. 2 (2026): February
Publisher : CV Putra Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58540/ijmebe.v4i2.1503

Abstract

This study examines the development of social media–based marketing strategies for Christina Ulos, a traditional Batak ulos business, by integrating SWOT analysis and Porter’s Five Forces to understand its competitive position in the digital marketplace. Using a qualitative descriptive method with a participatory case study approach, data were collected through interviews, field observations, and supporting literature. The results show that Christina Ulos holds strong internal advantages, such as a long-standing reputation, authentic handwoven craftsmanship, deep cultural meaning in every motif, and a loyal customer base. However, challenges arise from limited production capacity, low digital literacy, and dependence on traditional sales channels. Externally, increasing public interest in local cultural products, government support for UMKM digitalization, and the growth of social media platforms offer significant opportunities. Yet, the presence of low-cost machine-made ulos, shifting consumer preferences, and intense digital competition pose substantial threats. The combined SWOT and Porter’s analyses highlight that social media marketing strategies should focus on cultural storytelling, consumer education about authentic handwoven ulos, optimization of high-quality visual content, marketplace integration, and influencer collaboration. This study concludes that an aggressive and adaptive digital marketing approach is essential for strengthening competitive advantage, expanding market reach, and preserving Batak cultural heritage in the modern digital environment
Co-Authors Adelifa Situmorang Andi Faisal Bakti Denis Saido Munthe Fitri Sarasati Rebecca Christina Pardede Rully Cesarlin Lumbanraja Santi Agustina Manalu Tri Wahyuti