The K-popification of Anies Baswedan: Exploring fandom culture and youth involvement in Indonesia's 2024 election
DOI:
https://doi.org/10.24269/ars.v14i1.11735Abstract The 2024 Indonesian presidential election marked a significant shift in political engagement, particularly among young voters, who leveraged digital platforms and fandom culture to promote their preferred candidates. This study explores the K-popification of Anies Baswedan’s campaign, a phenomenon where youth-driven political participation mirrored K-pop fandom dynamics, transforming traditional electoral strategies. By utilizing Philip Niffenegger’s 4P Model of Political Marketing which involved Product, Promotion, Price, and Place, this research examines how Anies Baswedan's campaign evolved into a fan-centric movement that increased visibility, engagement, and voter mobilization. The study employs a qualitative case study approach, analyzing social media content, grassroots initiatives, and digital activism strategies that framed Anies Baswedan as an "idol-like" figure. Findings suggest that youth engagement in political campaigns is shifting from passive participation to interactive, community-driven movements, facilitated by social media’s algorithmic power. This research contributes to the growing discourse on political marketing, fandom activism, and digital youth mobilization, highlighting the blurring boundaries between entertainment culture and electoral politics. However, the phenomenon appears largely confined to younger, digitally active demographics and may not resonate with older or rural populations who are less engaged in online platforms. Future studies should explore the potential of translating such digital movements into broader, offline civic engagement to assess their long-term impact and inclusivity.
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References
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Zhang, Y., Qin, Y., Liu, J., & Li, W. (2024). How Does Internet Use Affect Citizen Political Participation? The Mediating Role of Social Networks. Social Science Computer Review, 08944393241277555.
Adwishanty, P. R. (2019). Penerapan Marketing Mix Sebagai Strategi Dalam Target Pasar Politik Generasi Millenial. Jurnal Ilmu Dan Budaya, 41(63), 7475–7488.
Akbar, Y. M., Windyaningrum, R., Rosadi, R. R., Fiani, I. D., & Fajrini, N. (2023). The 2024 Presidential Election’s Political Dynamics: The Changing of Governments and Dynasties. 4(3), 376–389.
Al-Hamdi, R., Sakir, Suswanta, Atmojo, M., & Effendi, D. (2020). Penelitian Kualitatif. Pustaka Pelajar.
Andini, A. N., & Akhni, G. N. (2021). Exploring Youth Political Participation: K-Pop Fan Activism in Indonesia and Thailand. Global Focus, 1(1 SE-Articles), 38–55. https://doi.org/10.21776/ub.jgf.2021.001.01.3
Ayu, G., & Tri, D. (2022). Celebrity Worship among K-Pop Fans. 440–449.
Fadillah, D., Wibowo, A. A., Hariyanti, N., Long, B., & Zhenglin, L. (2021). The Rise of K-Popper ’ s Political Awareness in Twitter and What It Means for All of Us. 19(2), 253–263.
Fahruji, D., & Fahrudin, A. (2023). Pemanfaatan Media Sosial dalam Kampanye Politik Menjelang Pemilu 2024: Studi Kasus tentang Akun Media Sosial Partai Politik dan Politisi. JIKA (Jurnal Ilmu Komunikasi Andalan), 6(2), 118–132. https://doi.org/10.31949/jika.v6i2.6675
Farida, F., Rasda, D., & Mutmainna, M. (2023). Implikasi Media Sosial Dalam Tahapan Kampanye Pemilu Serentak Tahun 2024. Vifada Assumption Journal of Law, 1(2), 30–37.
Husna, D. (2024). Heuristic political behavior in the 2024 presidential general election: Fandom humanies case study. Jurnal Inovasi Ilmu Sosial Dan Politik (JISoP), 6(1), 78–89. https://doi.org/10.33474/jisop.v6i1.21636
Kemora, H., Karanfiloglu, M., & Pasaribu, P. N. (2024). Analysing the Role of K-popification on Political Engagement of Anies Baswedan’s 2024 Election Campaign Using Structural Equation Model. 2nd Ibn Khaldun International Conference on Applied and Social Sciences (IICASS 2024), 299–311.
Kenaphoom, S. (2023). Political Marketing: Factors that influence the Election Decisions. London Journal of Research In Humanities and Social Sciences, 23(22), 91–104.
Khakim, M. S. (2023). Partisipasi Politik Generasi Muda pada Pemilihan Umum Tahun 2024. Jurnal Administrasi Pemerintahan Desa, 4(1), 98–116.
Lanti, B. I. G. (2024). Aliran in Indonesia ’ s 2024 Elections. 031, 17–19.
Lee, S., & Moon, W. K. (2021). New public segmentation for political public relations using political fandom: Understanding relationships between individual politicians and fans. Public Relations Review, 47(4), 102084. https://doi.org/10.1016/j.pubrev.2021.102084
Meliana, M., & Jannah, D. Al. (2023). Aktivisme Digital Fans K-Pop Dalam Menyuarakan Aksi Penolakan RUU Cipta Kerja (Omnibus Law) Tahun 2020. Innovative: Journal Of Social Science …, 3, 8407–8420. http://j-innovative.org/index.php/Innovative/article/view/2820%0Ahttps://j-innovative.org/index.php/Innovative/article/download/2820/2225
Mokhnach, M. (2022). Marketing Approaches in Political Branding during Election Campaigns.
Musa Karim, A., Wibawa, A., & Toko Arisanto, P. (2020). Partisipasi Politik Pemilih Pemula Di Media Sosial (Studi Deskriptif Tingkat Dan Pola Politik Partisipatif Gen-Z Kota Yogyakarta Melalui Pemanfaatan Aplikasi Instagram Tahun 2019). Jurnal Ilmu Sosial Dan Ilmu Politik, 3(2), 116–131. https://doi.org/10.23969/paradigmapolistaat.v3i2.3093
Niffenegger, P. B. (1988). Strategies For Success From The Political Marketers. Journal of Services Marketing, 2(3), 15–21. https://doi.org/10.1108/eb024729
Oktama Andriyendi, D., & Fitria Dewi, S. (2023). Media sosial dan pengaruhnya terhadap partisipasi politik pemilih pemula pada Pilkada. Journal of Education, Cultural and Politics, 101(1), 2798–6020.
Pamugari, D. (2024). Let’s Talk About: Fenomena Kpopfication. CXO Media.
Pellegrino, A. (2023). Research Trends in Social Media Role in Political Campaigns: A Bibliometric Analysis. Review of Communication Research, 11, 150–171. https://doi.org/10.5680/RCR.V11.6
Poorrezaei, M., Pich, C., Armannsdottir, G., Branco-Illodo, I., & Harvey, J. (2023). Exploring young voter engagement and journey mapping across political events. International Journal of Market Research, 65(5), 532–565.
Sulastri, A. N., & Khoirotunnisa, P. (2023). Personal Branding Anies Baswedan dalam Membangun Citra pada Pilpres 2024 di Instagram. JPW (Jurnal Politik Walisongo), 5(1), 73–84.
Sutrisno, S., Yuningsih, N. Y., & Agustino, L. (2018). Komparasi Teori Marketing Politik 4p Menurut Niffenegger dan 3p Menurut Adman Nursal. JPPUMA Jurnal Ilmu Pemerintahan Dan Sosial Politik Universitas Medan Area, 6(2), 106. https://doi.org/10.31289/jppuma.v6i2.1617
Svegaard, S., Barnes, R., Vieira, E., Aquino, M. C., Ferreira, D., Blanco, B., Amaral, A., Schuch, C., Moody, K., & Rosenberg, A. (2023). Ideology and affect in political polarization and fandom online. AoIR Selected Papers of Internet Research.
Tosta, H. E. (2024). Parasocial Relationships with Public Figures Through the Lens of Social Media. California State University, Northridge.
Wahyuningtyas, V. N. (2021). Aktivitas Sosial Digital Fandom (Studi Deskriptif Kualitatif Terhadap Kegiatan “ARMY Indonesia Peduli Bencana†Pada Akun Instagram@ btsarmyina. project). UPN" VETERAN" JATIM.
Wiwoho, P. P., & Rohman, F. (2024). Political marketing mix and the influence of social media promotion on voting decision through perceived value: a study of the 2020 South Tangerang city election. International Journal of Research in Business and Social Science (2147- 4478), 13(5), 160–174. https://doi.org/10.20525/ijrbs.v13i5.3449
Zhang, Y., Qin, Y., Liu, J., & Li, W. (2024). How Does Internet Use Affect Citizen Political Participation? The Mediating Role of Social Networks. Social Science Computer Review, 08944393241277555.
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2025-05-22
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