THE ROLE OF GENERAL ELECTIONS COMMISSION ON TIKTOK TO INCREASE VOTING PARTICIPATION IN THE 2024 ELECTIONS
Universitas Terbuka Tangerang
DOI:
https://doi.org/10.56943/jssh.v3i2.518In 2024, Indonesia conducted its fifth general election, which involved voting for various positions including the President, the Vice President, members of the People’s Consultative Assembly (MPR), the House of Representatives (DPR), and the Regional Representative Council (DPD). Approximately 60 percent of registered voters for this crucial electoral process were young individuals, highlighting their significant potential to influence the country’s political landscape. The role of the General Elections Commission of Indonesia (KPU RI) is crucial in educating young people on the politics, particularly emphasizing their contributions during elections. Political education for the youth has evolved with the emergence of social media platforms, particularly TikTok. This article examines the use of the General Elections Commission’s TikTok account (@KPU_RI) as one of the channels for educating young voters, analyzing its content and its potential impact on fostering politically aware and engaged youth. The research methodology employed in this study is qualitative, focusing on descriptive methods. The research findings identified that the General Elections Commission strategically employs TikTok as a means to educate young voters, utilizing edutainment content revolving around four main themes: democracy, institutions, elections, and political participation. Additionally, the General Elections Commission employ a content marketing strategy to enhance the reach and engagement of their content with young voters.
Keywords: Edutainment General Elections Commission TikTok
Ahdiat, A. (2023). Ini Jumlah Pemilih Pemilu 2024 di 38 Provinsi Indonesia. Databoks. https://databoks.katadata.co.id/datapublish/2023/09/08/ini-jumlah-pemilih-pemilu-2024-di-38-provinsi-indonesia
Akbari, D. A., Jastacia, B., Setiawan, E., & Widya Ningsih, D. (2022). The Marketing Power of TikTok: A Content Analysis in Higher Education. Binus Business Review, 13(2), 159–170. https://doi.org/10.21512/bbr.v13i2.8014
Budiati, S., & Rochmat, S. (2019). The Impact of Education on Social Stratification and Social Mobility in Communities in Indonesia. Advances in Social Science, Education and Humanities Research, 398, 75–78.
Bunteng, L. (2022). Factors Affecting Organizational Performance: A Study on Four Factors: Motivation, Ability, Roles, and Organizational Support. Journal Of Social Sciences And Humanites, 1(4), 1–15. https://doi.org/10.56943/jssh.v1i4.147
Du Plessis, C. (2017). The Role of Content Marketing in Social Media Content Communities. SA Journal of Information Management, 19(1). https://doi.org/10.4102/sajim.v19i1.866
Fossard, E. de, & Bailey, M. (2016). Communication for Behavior Change: Volume lll: Using Entertainment–Education for Distance Education. SAGE Publications Pvt. Ltd.
Hansen, A., & Machin, D. (2018). Media and Communication Research Methods. Bloomsbury Publishing. https://www.bloomsbury.com/us/media-and-communication-research-methods-9781137528247/
Indonesia, K. P. U. (2022). Peraturan Komisi Pemilihan Umum Nomor 7 Tahun 2022 tentang Penyusunan Daftar Pemilih Dalam Penyelenggaraan Pemilihan Umum dan Sistem Informasi Data Pemilih. https://peraturan.bpk.go.id/Details/249162/peraturan-kpu-no-7-tahun-2022
Institute, C. M. (2024). What Is Content Marketing? Content Marketing Institute. https://contentmarketinginstitute.com/what-is-content-marketing/
Kashyap, A., & Jonjua, M. (2020). Social Media - A New Digital Power to Influence Voters. International Journal of Scientific & Technology Research, 9(4), 693–699. http://www.ijstr.org/final-print/apr2020/Social-Media-A-New-Digital-Power-To-Influence-Voters.pdf
Katsaliaki, K., & Mustafee, N. (2015). Edutainment for Sustainable Development. Simulation & Gaming, 46(6), 647–672. https://doi.org/10.1177/1046878114552166
Lahiri, S. (2023). A Qualitative Research Approach is an Inevitable Part of Research Methodology : An Overview. International Journal For Multidisciplinary Research, 5(3). https://doi.org/10.36948/ijfmr.2023.v05i03.3178
Naerland, T. U., & Dahl, J. M. (2022). Beyond Representation: Public Service Media, Minority Audiences and The Promotion of Capabilities through Entertainment. Poetics, 92, 101687. https://doi.org/10.1016/j.poetic.2022.101687
Nurhayati-Wolff, H. (2023). Number of TikTok accounts Indonesia 2022, by age group. https://www.statista.com/statistics/1377378/indonesia-number-of-tiktok-accounts-by-age-group/#:~:text=In 2022%2C the majority of,around 44.5 million TikTok accounts.
Okunzuwa, U. R. (2024). Social Studies and Citizenship Education: Its Role in Entrenching Right Democratic Values in Students. African Journal of Social Sciences and Humanities Research, 7(1), 162–173. https://doi.org/10.52589/AJSSHR-AFZLK50U
Petrušić, D. (2021). The Cultural Impact of Music on Society with a Special Emphasis on Consumerism. BCES Conference Books, 19, 138–142.
Pulizzi, J., & Rose, R. (2017). Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit. McGraw Hill Professional.
Royadi, D., Susiana, N., & Khumaida, F. A. (2019). Effectiveness Management of Qualitative Research in Writing Scientific Papers. Aptisi Transactions On Management (ATM), 3(1), 84–90. https://media.neliti.com/media/publications/275212-effectiveness-management-of-qualitative-cda131a4.pdf
Sellars, M., Fakirmohammad, R., Bui, L., Fishetti, J., Niyozov, S., Reynolds, R., Thapliyal, N., Smith, Y., & Ali, N. (2018). Conversations on Critical Thinking: Can Critical Thinking Find Its Way Forward as the Skill Set and Mindset of the Century? Education Sciences, 8(4), 205. https://doi.org/10.3390/educsci8040205
