Adaptasi Strategi Politik Caleg Muda: Kajian Kepustakaan terhadap Perilaku Kampanye Gen Z dan Milenial pada Pemilu 2024
DOI:
https://doi.org/10.29408/jhm.v11i3.31554Keywords:
digital campaigns, gen z, young candicatesAbstract
This study aims to analyze the adaptation of political strategies by young candidates, particularly Generation Z and millennials, in their campaign behavior in the 2024 elections. This study was conducted through a literature review of six relevant articles to provide a comprehensive overview of contemporary political campaign patterns, which are heavily influenced by developments in digital technology and social media. Platforms such as TikTok, Instagram, and Twitter have become key instruments for young candidates to build their image, convey political messages, and reach a wider audience of young voters. These campaign patterns are characterized by the use of personalization strategies, identity politics, and lifestyle-based approaches that are considered to be close to the preferences of Generation Z and millennials. However, based on a review of the literature, the success of young candidates' political strategies is not solely determined by digital popularity. There are other factors that are even more significant, namely the ability to combine modalities, cultural approaches, and adaptive strategies in accordance with the highly diverse social context of Indonesian society. Political modalities include social, economic, cultural, and symbolic capital that complement each other as a basis for electoral power. In addition, cultural approaches have been proven to strengthen political legitimacy through the integration of local values, culture, and religiosity, making young candidates more easily accepted across various social strata. Meanwhile, adaptive strategies allow them to combine offensive strategies—such as creative campaigns and progressive issues with defensive strategies that focus on maintaining their image and countering political attacks. Thus, it can be concluded that young candidates who successfully integrate these three aspects will have a stronger bargaining position in the political arena. They not only function as popular figures in the digital space, but also appear as political representatives rooted in local communities, relevant to the aspirations of the younger generation, and adaptive to changing times. This phenomenon marks the process of political regeneration in Indonesia towards a more participatory, representative, and inclusive direction.
References
Abda, Y. (2024). Strategi Komunikasi Politik Ideal bagi Calon Walikota Dalam Pilkada Aceh 2024. Jurnal An-Nasyr: Jurnal Dakwah Dalam Mata Tinta, 11(2), 128-143. https://www.ejournal.unisai.ac.id/index.php/jian/article/view/900.
Afrita, J. (2024). Pemilu 2024: Meninjau Dampak Kampanye Media Sosial terhadap Partisipasi Politik. GEMA PUBLICA, 9(2), 83-95. https://doi.org/10.14710/gp.9.2.2024.1-13.
Andri, K. P., & Age, M. (2020). Strategi Politik Calon Legislatif Muda Partai Perindo Dalam Memenangkan Pemilihan Legislatif Tahun 2019 Kabupaten Merangin. Jurnal Politik Dan Pemerinthan Daerah, 2(2), 68–79. https://doi.org/10.36355/jppd.v2i2.19.
Erwanda. (2023). Strategi politik dan media sosial: Transformasi komunikasi politik di era digital. Jurnal Politik Indonesia,.
Grotz, F., Schroeder, W. (2023). Elections and the Electoral System. In: The Political System of Germany. New Perspectives in German Political Studies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-32480-2_5.
Gunawan, T. (2024). Adaptasi Logika Media Sosial Sebagai Strategi Komunikasi Politik Gerindra Menjelang Pemilu 2024. Jurnal Ilmu Komunikasi, 22(1), 44-60. https://doi.org/10.31315/jik.v22i1.7914.
Hardianto, A., & Pribadi, M. A. (2024). Interaksi Simbolik dalam Perencanaan Komunikasi Politik@ puterikomarudin melalui Instagram. Koneksi, 8(1), 83-91. https://doi.org/10.24912/kn.v8i1.27560.
Huda, K., Doloksaribu, T. I., & Siregar, S. H. (2024). Perilaku Politik Mahasiswa dan Generasi Muda. Future Academia: The Journal of Multidisciplinary Research on Scientific and Advanced, 2(4), 761-782. https://doi.org/10.61579/future.v2i4.254.
Hutabarat, J. M. (2024). Media sosial menjadi strategi politik masa kini. Jurnal Pendidikan Agama Dan Teologi, 2(1), 204-214.
Idris, K., & Jamalullail. (2024). Sosial Media dan Pemasaran Politik Politisi Muda: Studi Pemanfaatan Instagram oleh Calon Anggota Legislatif Muda Partai Keadilan Sejahtera pada Pemilu 2024. Journal of Political Research, 21(1), 55-71. https://doi.org/10.14203/jpp.v21i1.1685.
Idris, U. Y. (2025). Media Sosial Dan Transformasi Komunikasi Politik. Politea: Jurnal Politik Islam, 8(2), 49-71. https://journal.uinmataram.ac.id/index.php/politea/article/view/14211.
Kesmawan, A. P., & Marja, A. (2020). Strategi Politik Calon Legislatif Muda Partai Perindo Dalam Memenangkan Pemilihan Legislatif Tahun 2019 Kabupaten Merangin. Jurnal Politik dan Pemerintahan Daerah, 2(2), 68-79. https://doi.org/10.36355/jppd.v2i2.19.
Khairiyyah, L. (2025). Perspektif Generasi Z Terhadap Komunikasi Politik Partai Solidaritas Indonesia Dalam Media Sosial Tiktok Pada Pemilu 2024. Jurnal Interaksi: Jurnal Ilmu Komunikasi, 9(2), 369-378. https://jurnal.umsu.ac.id/index.php/interaksi/article/view/20877.
Kurniawan, R. (2024). Antisipasi generasi muda dalam Pemilu 2024: Data dan analisis politik. Pusat Riset Politik BRIN.
Mulawarman, M., Naharuddin, A., Banggu, M., Hidayatullah, F., & Tusriadi, T. (2023). Pemanfaatan Modalitas Politik Rezki Mulfiati Lutfi dalam Menghadapi Pemilu 2024. Jurnal Noken: Ilmu-Ilmu Sosial, 9(1), 161-169. https://doi.org/10.33506/jn.v9i1.2974.
Munfida, N. S., Soetijono, I. R., & Indrayati, R. (2023). Penggunaan Media Sosial Sebagai Media Kampanye Dalam Penyelenggaraan Pemilihan Umum dan Pemilihan Kepala Daerah. Jurnal Kajian Konstitusi, 3(2), 161-181. https://doi.org/10.19184/j.kk.v3i2.41193.
Rohmah, H. N., Elyas, A. M., Pramuliawati, V., & Atthahara, H. (2025). Strategi Pemasaran Politik Caleg Milenial Partai Nasdem Kabupaten Karawang Pada Pemilu 2024. Moderat: Jurnal Ilmiah Ilmu Pemerintahan, 11(1), 277-290. https://doi.org/10.25157/moderat.v11i1.3988.
Ruth, P. (2024). Innovation in Political Communication Strategy: A Qualitative Approach in Examining the Influence of Campaign Messages. Jurnal Indonesia Sosial Teknologi, 5(9), 3235-3243. https://doi.org/10.59141/jist.v5i9.1745.
Safitri, R. (2024). Strategi Partai Demokrat Dalam Meningkatkan Suara Pemilih Muda Pada Kontestasi Pemilu 2024. Jurnal Pendidikan Kewarganegaraan, 8(2), 113-122. https://doi.org/10.31571/jpkn.v8i2.7791.
Sari, M., & Asmendri, A. (2020). Penelitian kepustakaan (library research) dalam penelitian pendidikan IPA. Natural Science: Jurnal penelitian bidang IPA dan pendidikan IPA, 6(1), 41-53. https://doi.org/10.15548/nsc.v6i1.1555.
Silalahi, F., & Tampubolon, M. (2021). General election based on the principle of Luber-Jurdil and its development in Indonesia. Technium Social Sciences Journal, 20, 791-805. https://heinonline.org/HOL/LandingPage?handle=hein.journals/techssj20&div=74&id=&page=.
Simanjuntak, A. S., & Djuyandi, Y. (2024). Gen-Z dan Politik: Menelusuri Strategi Kampanye Media Sosial Atalia Praratya Dalam Pemilu Legislatif 2024. Aliansi: Jurnal Politik, Keamanan Dan Hubungan Internasional, 3(2), 62-74. https://doi.org/10.24198/aliansi.v3i2.56107.
Umi. (2016). Fungsi pemilu dalam demokrasi Indonesia. Jurnal Ketatanegaraan, 1(1).
Wildaini, A. M. (2024). Strategi Komunikasi Politik Via Media Sosial Incumbent Pada Pemilihan Bupati Situbondo 2024. Jurnal Media Akademik (JMA), 2(12), 1-17. https://jurnal.mediaakademik.com/index.php/jma/article/view/1338/1168.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Febi Dwi Lianda, Reno Fernandes
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
All writings in this journal are the full responsibility of the author. Jurnal Humanitas provides open access to benefit anyone with valuable information and findings. Jurnal Humanitas can be accessed free of charge at no cost, following the creative commons license. Authors who publish articles in the Jurnal Humanitas must comply with the following conditions:
The author retains the copyright and grants the right of first publication with the work licensed simultaneously under the Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0) license, allowing others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
Authors may make additional separate contractual arrangements for the non-exclusive distribution of the published journal version of the work (for example, posting it to an institution or publishing it in a book), acknowledging its initial publication in this journal.
Authors are permitted and encouraged to post their work online (for example, on institutional repositories or websites) before and during the submission process, resulting in a productive exchange and earlier and more extensive citations of the published work.
All articles in this journal are the sole responsibility of the author. Jurnal Humanitas provides open access to benefit anyone with valuable information and findings. Jurnal Humanitas can be accessed and downloaded for free, following the creative commons license.
Jurnal Humanitas: Katalisator Perubahan dan Inovator Pendidikan is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License
