Comparative Political Communication of 2024 Presidential Candidates in Indonesia through Instagram Social Media

Abstract

This article aims to discuss, study, and compare the strategies used by presidential candidates in the 2024 elections in Indonesia through Instagram social media.  The research method used is descriptive qualitative which tries to understand the phenomenon on social media and trying to describe and analyze the data findings. The researcher actively followed their activities to understand how their visual content and messages contributed to image creation and increased support. Data collection uses observation through social media and instagram of presidential candidates. The results of this study show the importance of the role of mass media in shaping public opinion and social media, especially Instagram, has become a tool used to brand themselves, promote mass support, and communicate campaign messages. This research makes a significant contribution to the digital political communication literature in Indonesia, by offering insights into how social media platforms are used strategically in the context of presidential elections.