New Political Campaign Model on DesakAnies-SlepetImin: A Comparison of Social Media

DOI

10.2991/978-94-6239-715-6_21How to use a DOI?

Keywords

New Political Campaign Model; Desakanies-Slepetimin; Social Media

Abstract

Since the direct presidential and vice-presidential elections were implemented, the campaign model in political contests in Indonesia had been a monologue in the form of grand campaigns and giving money/gifts/social assistance. This campaign model was broken by the dialogic campaign model practiced by Desak Anies-Slepet Imin during the 2024 Election campaign. In this study, we compared posts on Facebook (546), Instagram (283), and Twitter/X (567) about Desak Anies-Slepet Imin. Using mixed methods (Apify and qualitative analysis), we found that the posting strategies on the three social media platforms (Facebook, Instagram, and Twitter/X) had unique patterns and were adjusted to the characteristics of each user. In terms of sentiment, Facebook recorded the highest levels. Instagram, with lower negative sentiment, showed that its users were more responsive to visual content. Meanwhile, on Twitter/X, positive sentiment was recorded as the highest compared to the other two platforms. This indicated that the fast and direct interaction approach on Twitter/X tended to provide a more positive response and facilitated more constructive discussions. Meanwhile, from a qualitative approach, the Desak Anies-Slepet Imin model was a breakthrough in interactive, inspiring, and democratic dialogical campaigns. The low level of public participation in the three social media DesakAnies-SlepetImin shows that the dialogic campaign model in the 2024 Indonesian presidential and vice-presidential election is not yet popular with the majority of voters.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Dudi Iskandar
AU  - Muhammad Ikhwan
AU  - Didik Hariyadi Raharjo
AU  - Reza Karendha
AU  - Liliyana
PY  - 2026
DA  - 2026/06/20
TI  - New Political Campaign Model on DesakAnies-SlepetImin: A Comparison of Social Media
BT  - Proceedings of the International Conference on Cross- Disciplinary Academic Research 2025 - Track 2 Advances in Business & Economics, Social Science, Communications & Media (ICAR-T2 2025)
PB  - Atlantis Press
SP  - 277
EP  - 296
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-715-6_21
DO  - 10.2991/978-94-6239-715-6_21
ID  - Iskandar2026
ER  -