Peran Kampanye di Media Sosial dalam Pilkada 2024 di Kota Kupang (Studi Kasus Kemenangan Dr. Christian Widodo dan Serena Francies)

THAAL, Hendrico Conroy (2025) Peran Kampanye di Media Sosial dalam Pilkada 2024 di Kota Kupang (Studi Kasus Kemenangan Dr. Christian Widodo dan Serena Francies). Undergraduate thesis, Universitas Katolik Widya Mandira.

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Abstract

Regional Head Elections (Pilkada) represent an essential mechanism of local democracy that enables citizens to directly elect regional leaders. In the context of digital democracy, social media has emerged as a dominant platform for political communication, significantly reshaping campaign strategies at the local level. The increasing use of social media in political campaigns has transformed conventional, one-way campaign practices into more interactive, open, and participatory forms of communication. Through social media platforms, candidates are able to disseminate political messages rapidly and engage voters without spatial and temporal limitations. This study aims to analyze the role of social media campaigns in the 2024 Regional Head Election in Kupang City, focusing on the victory of the candidate pair Dr. Christian Widodo and Serena Francies. The analysis emphasizes the role of social media campaigns as instruments of political education and political persuasion. The research employs a qualitative descriptive method with a case study approach. Data were collected through in-depth interviews, observation, and documentation. Informants were selected purposively and consisted of campaign team members, local mass media representatives, and voters in Kupang City. The findings indicate that social media campaigns play an effective role as a means of political education by delivering information related to the candidates’ vision, mission, and policy programs. Visual and communicative campaign content contributes to increasing political awareness and literacy, particularly among firsttime and young voters. In addition, social media campaigns function as a tool of political persuasion in shaping a positive public image of the candidates. Consistent messaging, emotionally engaging content, and strategies based on social proximity were found to attract voter sympathy and influence political preferences. This study concludes that social media plays a strategic role in the success of political campaigns during the 2024 Regional Head Election in Kupang City. Social media has evolved from a complementary medium into a primary instrument for political communication and voter mobilization in the era of digital democracy.

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