Logika Pesan Kampanye Digital Untuk Pemilih Muda Di Tiktok (Analisis Isi Video Kampanye Pilpres 2024)

Amandari, Reva Aura and , Dr. Andika Sanjaya, S.I.Kom, M.Si. (2025) Logika Pesan Kampanye Digital Untuk Pemilih Muda Di Tiktok (Analisis Isi Video Kampanye Pilpres 2024). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The rising use of TikTok as a platform for digital campaigning encourages political actors to adapt their messaging strategies to the characteristics of young voters. This study aims to analyze how Barbara O’Keefe’s message design logics—expressive, conventional, and rhetorical—are implemented in the 2024 presidential and vice-presidential candidates’ campaign videos on TikTok. Using a qualitative descriptive approach and content analysis of 18 videos uploaded by six main political figures representing the pairs Anies Baswedan and Muhaimin Iskandar, Ganjar Pranowo and Mahfud MD, as well as Prabowo Subianto and Gibran Rakabuming Raka, the study finds that Anies-Muhaimin predominantly use expressive logic to build emotional closeness, Ganjar-Mahfud emphasize conventional logic through normative and programmatic narratives, while Prabowo-Gibran demonstrate a dominance of rhetorical logic characterized by creativity and persuasiveness. The combination of rhetorical and expressive logics aligned with young voters’ preferences contributes to the success of Prabowo-Gibran’s digital campaign. In conclusion, the effectiveness of digital campaigns on TikTok largely depends on political actors’ ability to manage message design logics that are compatible with the platform’s characteristics and the segmentation of young audiences.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	digital campaign, TikTok, young voters, message design logic, campaign video content analysis.
Subjects:	H Social Sciences > HE Communications H Social Sciences > HE Communications > Social Media H Social Sciences > HE Communications > Social Media > Tik Tok J Political Science > JA Political science (General)
Divisions:	Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi
Depositing User:	REVA AURA AMANDARI
Date Deposited:	06 Aug 2025 02:33
Last Modified:	06 Aug 2025 02:33
URI:	http://eprints.ums.ac.id/id/eprint/137116

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