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All Journal JURNAL MUQODDIMAH : Jurnal Ilmu Sosial, Politik dan Hummaniora Wacana: Jurnal Ilmiah Ilmu Komunikasi Jurnal Ilmiah Raflesia Akuntansi Innovative: Journal Of Social Science Research
Pratiwi, Silvi
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Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences Other

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Journal : Wacana: Jurnal Ilmiah Ilmu Komunikasi

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Strategi Politainment Akun X Anies Bubble dalam Periode Kampanye Pilpres 2024 Pratiwi, Silvi; Wuriani, Nur Indah; Hasibuan, Anra Muliasih Sah Bakti; Rahardjo, Turnomo 
WACANA: Jurnal Ilmiah Ilmu Komunikasi Volume 24, No. 1 June 2025
Publisher : Universitas Prof. Dr. Moestopo (Beragama)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32509/wacana.v24i1.4892

Abstract

This study examines the politainment strategy employed by the X account @aniesbubble in the 2024 Indonesian presidential election campaign. The account adopts a communication style inspired by K-Pop fandom, presenting Anies Baswedan as an idol-like figure to attract Generation Z voters. This research utilizes a qualitative approach with content analysis as the method. The study aims to analyze how the Anies Bubble account integrates the ten elements of politainment formulated by David Schultz into its posts during the 2024 presidential campaign. The findings indicate that @aniesbubble incorporates nine out of ten elements, such as engaging storytelling, emotional involvement, and media modernity, to enhance Anies Baswedan’s appeal—particularly in reshaping his image and mobilizing public support. However, certain elements, such as building future expectations and swaying swing voters, were less optimized, while the element of securing funding was not identified. This study concludes that the politainment strategy employed by @aniesbubble demonstrates the potential of an organic and culturally relevant approach in shaping political perceptions, with the ability to reach a broader audience in the digital era and improve politicians public image.
Co-Authors Hapsari Dwiningtyas Sulistyani Hasibuan, Anra Muliasih Sah Bakti Kristianingsih, Eni LAILATUL MAGHFIROH Nurchayati Nurchayati Putra, Aditya Ferdana Putri, Dheby Ayu Juliana Rahardjo, Turnomo  RR. Ella Evrita Hestiandari Wahyu Purnomo, Wahyu Wuriani, Wuriani