Social Media and Political Publicity: A Study of 2024 Presidential Candidate on Instagram

Abstract

This study aims to find out political publicity carried out by Anies Baswedan through Instagram @aniesbaswedan from October to November 2022. The theory and concept used are political publicity and social media with qualitative methods. Data collection was carried out using interviews and documentation techniques.

The results of the study pointed out that Anies, with his status as a presidential candidate in 2024, has utilized social media as a political publicity channel. In carrying out his political publicity, Anies is quite intense using his personal Instagram to publish his daily activities. From October–November 2022 Anies only uses three forms of political publicity for his content on Instagram, namely pure publicity, free ride publicity and tie-in publicity. Through these three forms of political publicity, Anies built his self-image as someone close to his family, society, an intellectual and a humanist figure. This made him successful in getting a positive image and manyetizens on Instagram supported him to become a presidential candidate in 2024.