Constructing Identities in The First Campaign of Indonesian Presidential Candidates 2024-2029

DOI

10.2991/978-2-38476-503-4_48How to use a DOI?

Keywords

Social and personal identity; discourse of identity construction; emphasizing and deemphasizing identities; a political tool

Abstract

Constructing identity is one of the important strategies in presidential campaigns for establishing credibility and personality of the candidates as well as influencing the perception, behavior, and emotions of voters. The way the Indonesian presidential candidates 2024-2029 employ the discourse strategies for constructing their identities has not been deeply explored. Ignoring critical studies of the issues means leaving the hidden identity undercovered. The study examines how the Indonesian presidential candidates constructed their social and personal identities in their first campaigns. Using a critical discourse analysis approach as the novelty, this study investigates both direct and indirect identity constructions. The other novelty of the study is to uncover the motives and socio-cultural contexts influencing the identity construction. The data is the records of their first campaign in 2023 that is analyzed in three level analysis: describing the language devices, interpreting the influence of socio-cultural contexts during the discourse process, and explaining the dialectical and discursive relation between the constructing identity discourse and other social practices. The study found that instead of the similar strategy for emphasizing our good and their bad, and deemphasizing our bad and their good, they construct different personal identities: Anies Baswedan is a reformist for realizing justice; Prabowo Subianto is a nationalist and patriot; and Ganjar Pranowo is a populist. The identities are influenced by the political background, ideological values of their supporting parties, and public expectations, as a political tool to gain sympathy, to legitimize their authority, and to influence public opinion.

Copyright

© 2025 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  - Nurhayati Nurhayati
AU  - Tarizka Nur Widya Nofitri
PY  - 2025
DA  - 2025/12/19
TI  - Constructing Identities in The First Campaign of Indonesian Presidential Candidates 2024-2029
BT  - Proceedings of the 3rd International Conference on Culture and Sustainable Development (ICOCAS 2025)
PB  - Atlantis Press
SP  - 410
EP  - 418
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-503-4_48
DO  - 10.2991/978-2-38476-503-4_48
ID  - Nurhayati2025
ER  -