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All Journal Communicatus: Jurnal Ilmu Komunikasi
Jonathan A Dano
Universitas Pendidikan Nasional
Humanities Languange, Linguistic, Communication & Media Social Sciences

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Election 2024: Communication Strategy of Political Elites Through Instagram to Attract Millennial Voters in Denpasar Nuning Indah Pratiwi; Jonathan A Dano; Jalloud R. Abdul
Communicatus: Jurnal Ilmu komunikasi Vol. 10 No. 1. June (2026): Communicatus: Jurnal Ilmu Komunikasi
Publisher : Fakultas Dakwah dan Komunikasi UIN Sunan Gunung Djati Bandung Sunan Gunung Djati Bandung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15575/cjik.v10i1.55313

Abstract

This study analyzes the role of Instagram as a political communication platform for political elites in attracting the sympathy of millennial voters. Using a qualitative approach and Obstinate Audience Theory, this study examines Instagram content, interactions between political elites and voters, and millennial voters' perceptions of Instagram's use in a political context. By examining political elites active on Instagram, this study qualitatively analyzes how millennial voters respond to the political messages they convey. The results of the study show that Instagram has become a very practical medium for political elites to reach millennial voters. However, the success of political communication on Instagram relies heavily on political elites' ability to adapt to digital culture, build an authentic image, and create content relevant to millennial voters' interests. This research has important implications for political communication practitioners seeking to harness the potential of social media to achieve their campaign goals. Effective strategies can enhance voter mobilization and engagement, ultimately leading to greater political participation. By leveraging the unique characteristics of each platform, campaign teams can tailor their messages to resonate with diverse audiences, enhancing overall electoral outcomes.
Co-Authors Jalloud R. Abdul Nuning Indah Pratiwi