PERAN BUZZER DALAM PEMENANGAN PRABOWO GIBRAN PADA PEMILIHAN UMUM PRESIDEN 2024
Kata Kunci:
Buzzer, Kampanye Politik, Media Sosial, Prabowo-Gibran, Pilpres 2024Abstrak
Pemilihan Umum Presiden 2024 di Indonesia menunjukkan perubahan signifikan dalam strategi kampanye politik melalui pemanfaatan media sosial dan komunikasi digital. Fenomena buzzer politik menjadi aktor strategis dalam membentuk opini publik, khususnya di kalangan generasi muda. Penelitian ini bertujuan menganalisis peran serta strategi penyusunan isu oleh buzzer dalam pemenangan pasangan Prabowo Subianto dan Gibran Rakabuming Raka. Metode yang digunakan adalah pendekatan kualitatif melalui analisis isi dan wawancara mendalam. Hasil penelitian mengidentifikasi tiga kategori buzzer, yaitu buzzer positif, buzzer negatif, dan black buzzer. Strategi yang digunakan menekankan pada konten visual dan pendekatan emosional seperti video dan meme yang sesuai dengan karakteristik pemilih Gen Z dan milenial. Meskipun efektif meningkatkan elektabilitas dan dominasi narasi digital, terdapat ketimpangan antara konten populer dan substansi program.
The 2024 Presidential Election in Indonesia demonstrates a significant shift in political campaign strategies through the utilization of social media and digital communication. The phenomenon of political buzzers has emerged as a strategic actor in shaping public opinion, particularly among younger generations. This study aims to analyze the role and issue-framing strategies employed by buzzers in supporting the victory of the Prabowo Subianto and Gibran Rakabuming Raka ticket. The research adopts a qualitative approach using content analysis and in-depth interviews. The findings identify three categories of buzzers: positive buzzers, negative buzzers, and black buzzers. The strategies employed emphasize visual content and emotional approaches, such as short videos and memes, which align with the characteristics of Gen Z and millennial voters. Although these strategies are effective in increasing electability and dominating digital narratives, there is an imbalance between popular content and substantive policy discourse.
