CELEBRITY POLITICS DAN PARTISIPASI PEMILIH MUDA
STUDI KASUS KEMENANGAN ONCE MEKEL PADA PILEG 2024
DOI:
https://doi.org/10.55745/jwbp.v8i1.397Keywords:
demokrasi digital, meritokrasi, oligarki, representasi politikAbstract
Abstraksi
Pemilu Legislatif 2024 di Indonesia menunjukkan dinamika baru dalam partisipasi politik pemilih muda, khususnya Generasi Z. Kelompok generasi ini memiliki karakteristik sebagai digital natives yang aktif menggunakan media sosial sebagai sumber informasi politik. Salah satu fenomena menarik dalam Pemilu 2024 adalah keterpilihan figur publik dari kalangan artis, termasuk Once Mekel sebagai calon anggota DPR RI dari Partai Demokrasi Indonesia Perjuangan. Penelitian ini bertujuan menganalisis bagaimana partisipasi politik Generasi Z berkontribusi terhadap keterpilihan figur artis tersebut dalam Pemilu Legislatif 2024. Metode penelitian yang digunakan adalah pendekatan kualitatif dengan desain studi kasus. Data penelitian diperoleh melalui wawancara mendalam dengan pemilih muda, studi dokumentasi, analisis media, serta studi literatur terkait perilaku politik generasi muda dan fenomena celebrity politics. Analisis data menggunakan model interaktif Miles dan Huberman yang meliputi reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa keterpilihan Once Mekel tidak hanya dipengaruhi oleh faktor popularitas sebagai artis, tetapi juga oleh strategi komunikasi politik digital yang efektif dalam menjangkau pemilih muda. Generasi Z cenderung merespons figur publik yang memiliki kedekatan emosional melalui media sosial, citra personal yang autentik, serta narasi perubahan yang relevan dengan aspirasi generasi muda. Penelitian ini menegaskan bahwa fenomena celebrity politics semakin relevan dalam demokrasi elektoral Indonesia, terutama dalam konteks meningkatnya peran pemilih muda sebagai kekuatan elektoral yang signifikan.
Kata kunci: partisipasi politik, generasi Z, celebrity politics, pemilu 2024, komunikasi politik digital
Abstract
The 2024 Legislative Elections in Indonesia demonstrate new dynamics in the political participation of young voters, particularly Generation Z. This generation is characterized as digital natives who actively use social media as a source of political information. One interesting phenomenon in the 2024 Elections is the election of celebrity public figures, including Once Mekel, as a candidate for the Indonesian House of Representatives (DPR RI) from the Indonesian Democratic Party of Struggle (PDIP). This study aims to analyze how Generation Z's political participation contributed to the election of these celebrity figures in the 2024 Legislative Elections. The research method used was a qualitative approach with a case study design. Data were obtained through in-depth interviews with young voters, documentation studies, media analysis, and literature review related to the political behavior of young voters and the phenomenon of celebrity politics. Data analysis employed the Miles and Huberman interactive model, which includes data reduction, data presentation, and conclusion drawing. The results show that Once Mekel's election was influenced not only by his popularity as a celebrity but also by an effective digital political communication strategy in reaching young voters. Generation Z tends to respond to public figures who demonstrate emotional connection through social media, authentic personal imagery, and narratives of change relevant to the aspirations of the younger generation. This research confirms that the phenomenon of celebrity politics is increasingly relevant in Indonesian electoral democracy, especially in the context of the increasing role of young voters as a significant electoral force.
Keywords: political participation, Generation Z, celebrity politics, 2024 election, digital political communication
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