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Journal : Academia Open

Political Communication Through Social Media in the 2024 Enrekang Regional Election: Komunikasi Politik Melalui Media Sosial Pada Pilkada Enrekang Tahun 2024 Fajar, Muhammad; Bakhtiar, Bakhtiar; Nur, Hasruddin
Academia Open Vol. 11 No. 1 (2026): June
Publisher : Universitas Muhammadiyah Sidoarjo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21070/acopen.11.2026.13678

Abstract

General Background: Social media has become a major arena in contemporary political communication by expanding access to information, accelerating message circulation, and enabling direct interaction between political actors and citizens. Specific Background: In the 2024 local election context, this study examines how social media was used in local political communication, particularly through visual content, persuasive narratives, publication of campaign activities, and volunteer community accounts. Knowledge Gap: Although social media is widely used in electoral campaigns, its role in shaping voter interest and participation in a semi-urban local setting with strong communal relations remains insufficiently described. Aims: This study aims to analyze political communication strategies through social media and their relation to voter interest and voter participation in the 2024 local election. Results: The findings show that candidates used attractive visual content, leadership-centered persuasive narratives, vision-mission communication, campaign activity publication, and volunteer accounts to distribute political messages. Social media supported voter interest through easier information access, rapid message dissemination, and emotional closeness between candidates and voters. It also broadened political awareness, encouraged public discussion, motivated engagement in the electoral process, and simultaneously presented risks of disinformation and negative campaigning. Novelty: This study presents a contextual account of digital political communication in a semi-urban local setting where social media operates as a complementary instrument alongside direct social interaction and social legitimacy. Implications: The findings underline that local digital campaign practices should be aligned with social context, political credibility, and community communication patterns. Highlights• Attractive visual content and persuasive narratives expanded candidate visibility in digital political communication.• Easier information access and rapid message circulation increased voter interest during the local election.• Political awareness, public discussion, and electoral engagement grew alongside risks of disinformation. KeywordsPolitical Communication; Social Media; Political Visibility; Voter Interest; Voter Participation
Co-Authors A. Octamaya Tenri Awaru A. Rizal A. Rizal AA Sudharmawan, AA Abdul Latief Arda Abdul Malik Iskandar Abdullah, Aditya Abriani, Andi Adi Sumandiyar Adi Sumandiyar Adiaksa Ali Adiwisastra Pasca Agustang, Andi Yosi Adnan Al Khairi Adrian Ahmad MAULANA Alimin Alwi Amir, Arfenti Andi Tenri Pada Agustang Anggraeni, Neti Anjasmira, Evi Irdawanti Arda Arda arpah, siti Arsyad, Acep Nasyarullah Arsyad, Ernawati Aura Andyta Bakhtiar Bakhtiar Darman Manda Manda Desi Purnama Dhiyaulrizq, Ghina Azhzhahra Ely Djulia Evita Mulyani, Evita Farhah Fauziah Fauziyah Harahap Fikran Basri Firdaus Firdaus Fitri Wulandari Fransiska Stepani Ganing, Andy Gultom, Rahmad Hajrani, Hajrani Harahap, Farisah Ainina Hasanudin Kasim Hashim, Shahrin Bin Imam Suyitno Iqbal, Ahmad Irwan Irwan Ishak Kurniawan Jafar Jafar Jalal Jalal, Jalal Jumadi Jumadi Jusran S Kadir, Dideng Kamaruddin, Syamsu Andi Kamaruddin, Umar Kasidi, Lasrini M Amrullah Effendi M Imran Hasanuddin Mangawiang, Muh. Dzakwa Marsuki, Nur Riswandy Marwah Yusuf Mildayanti, Mildayanti Muchtar, Fitri Yanty Muh Rasyid Ridha Muh. Faiz Qushayyi Muh. Syahriadi Muh.Faiz qushayyi Muh.Irfan Al-Ashari Muhammad Ansarullah S. Tabbu Muhammad Fajar Muhammad Yahya Mutiara, Indah Ainun Nadira Damayanti A Nadira Damayanti.A Najamuddin Najamuddin, Najamuddin Nur, Syahban Oruh, Shermina Putri, Rezky Dwika Dana Putri, Sri Rahayu Rahmat Nur Ramlan, Herdianty Rasyid, A Ramli Rasyid, Rusman Ridho Muharram Rifdan . Ryandi Ihsan Seti Armaida Kartika Shofia Lubis, Shofia Sirajuddin Saleh Siregar, Putri Febiola Sitti Hardiyanti Arhas Sitti Maifa Sriwahyuni Suardi suardi suardi Suhaeb, Firdaus W Suhartono, Eka Sukamto, Ika Sumiyarsi Syarifuddin Syarifuddin Takbir, Putri Maulidyana Tambunan, Disna Margaretha Tri Harsono Wardi Wardi Wati, Jenny Ratna Ika Setia Wisman Hadi Yudi Akhmad Sadeli Yumriani, Yumriani