From Traditional to Digital: A Comparative Analysis of Political Branding Strategies in Indonesia's 2024 Presidential Election

Abstract

This research aims to 1) analyze and compare the political branding strategies employed by Indonesian presidential candidates during the 2024 election campaign through social media platforms, 2) examine the effectiveness of digital communication strategies in shaping voter perception and engagement during Indonesia's 2024 presidential election, and 3) identify emerging patterns and trends in political marketing approaches within Indonesia's contemporary democratic landscape. This study employs a descriptive qualitative approach with comparative case study design to analyze the political branding strategies of Prabowo Subianto, Anies Baswedan, and Ganjar Pranowo. Data collection was conducted through systematic content analysis of Instagram posts from official candidate accounts during the campaign period from October 2023 to February 2024. The study utilized Scammell's (2015) four-stage political branding framework comprising identity determination, role definition, positioning, and brand management. Primary data were collected through screenshot documentation, caption analysis, engagement metrics, and audience responses across three campaign phases: pre-campaign, active campaign, and post-debate periods. The research results found that: a) each candidate adopted distinctly different approaches to digital political branding with Prabowo Subianto successfully transforming his political image through a "gemoy" persona that resonated particularly with younger voters, ultimately securing victory with 58.6% of votes; Anies Baswedan positioned himself as an intellectual leader emphasizing policy achievements through his "Desak Anies" program; and Ganjar Pranowo adopted a populist approach focusing on grassroots connections through "Menginap di Rumah Warga" initiatives; b) digital political branding effectiveness depends on alignment between candidate characteristics, strategic positioning, and target audience expectations; c) Indonesia's digital landscape with 75.9% internet penetration created new dynamics where social media platforms serve as primary battlegrounds for political brand construction. The study concludes that successful digital political branding requires integration of authentic character presentation, professional competence demonstration, and strategic brand management adapted to diverse demographic segments.