2-12-2023 (JAKARTA) In Jakarta, Indonesia, the presidential campaign season has kicked off with a twist as candidates strive to captivate the hearts and minds of the country’s young and tech-savvy voters. With the rise of social media, mobile phone usage, and high Internet penetration, politicians are leveraging new approaches to engage the plugged-in generation and secure the support of the 106.4 million eligible voters aged 17 to 40. Winning over this influential demographic is crucial for candidates seeking victory in the upcoming February 14, 2024 polls.
One candidate, Prabowo Subianto, the 72-year-old Defense Minister and presidential hopeful, has adopted an unorthodox campaign style that includes dancing at various public events. Videos of his jubilant dance moves have gone viral on TikTok, earning him the nickname “gemoy,” a playful wordplay on the Indonesian slang term for cute or adorable. Prabowo’s quirky campaign tactics, such as inviting social media influencers and comedians to his office and donning a white hoodie instead of his traditional safari suit, have garnered attention and sparked discussions among young voters.
@partaigerindra Kiyuuuuuuutt?? Ohh cute maksudnya ???? #prabowo #prabowosubianto #prabowogibran2024 ♬ original sound – gerindra
However, experts emphasize the importance of addressing substantive issues that concern young voters rather than relying solely on attention-grabbing gimmicks. Analysts argue that the youth, especially first-time voters without prior experience, are swing voters who seek meaningful engagement from candidates. It is crucial for politicians to convey their plans and address the concerns of the younger generation effectively.
Prabowo, who is making his third bid for the presidency, has teamed up with Gibran Rakabuming Raka, the 36-year-old Mayor of Solo and son of outgoing President Joko Widodo. The other two pairs of candidates include Ganjar Pranowo, former governor of Central Java, running with Chief Security Minister Mahfud MD, and Anies Baswedan, former governor of Jakarta, running with former manpower minister Muhaimin Iskandar. These candidates have been actively engaging with young voters through school visits, campus tours, and appearances on popular platforms like TikTok.
Ganjar, nominated by the ruling Indonesian Democratic Party of Struggle, has been generating buzz by participating in cooking and comedy TV shows. He has also gained support from a volunteer group called Extravaganjar, comprised of prominent musicians and artists. In a TikTok video, Ganjar and his supporters are seen making the three-finger salute from the popular US film series The Hunger Games, with a text overlay emphasizing unity and the importance of Indonesia.
@ganjarpranowo TIGA JARI TIGA JANJI- Taat pada Tuhan, patuh pada hukum, dan setia pada rakyat. #ganjarpranowo #rambutputih #tuankurakyat ♬ suara asli – Ganjar Pranowo ????????
Anies, on the other hand, has been featured in a TikTok clip joking about the sarong, a traditional fabric worn by students of Islamic boarding schools, alongside his running mate Muhaimin. Both candidates have been actively engaging with students and professionals, addressing concerns about business regulations and the need for educational and digital infrastructure improvements.
@aniesbaswedan Tiga fungsi sarung menurut Gus Imin. Nomor tiga bakal bikin kamu kaget. #AMINAjaDulu #Sarung #santri #pesantren #untukIndonesia #fyp #tutorial ♬ original sound – Anies Rasyid Baswedan
The utilization of platforms like TikTok is seen as a popular approach to reaching first-time voters effectively. The brevity and instant nature of these platforms enable candidates to deliver messages concisely. Moreover, such tactics can transform the image of candidates, particularly Prabowo, among more experienced voters.
Young voters in Indonesia have expressed their expectations for the next president. Job creation is a pressing concern, especially for recent graduates who face stiff competition in the job market. The candidates must address the issue of unemployment and strive for an equitable distribution of job opportunities among the younger and older workforce. Additionally, concerns about affordable housing and the eradication of corruption have also emerged as key priorities for young voters.
A survey conducted by the Centre for Strategic and International Studies (CSIS) in 2022 revealed that young Indonesian voters prioritized welfare issues, job creation, corruption eradication, and climate change. Tackling corruption, in particular, is vital to ensure the efficient allocation of resources for essential sectors like healthcare. Young voters are keen on scrutinizing the track records of candidates to evaluate their involvement in corruption cases.
As the campaign season unfolds, Indonesian presidential candidates are embracing unconventional campaign strategies to engage young voters effectively. With a focus on substantive issues and the utilization of popular platforms like TikTok, these candidates aim to secure the support of the country’s influential youth population. The outcome of the presidential election will depend on how well the candidates address the concerns and aspirations of this crucial demographic.
