STRATEGI CALON PRESIDEN DALAM MEMPEROLEH PARTISIPASI CALON PEMILIH MELALUI MEDIA INSTAGRAM

This research examines the strategies of presidential candidates for gaining the participation of prospective voters through Instagram media. This research was conducted to find out the strategies of Anies Baswedan, Prabowo Subianto, and
Ganjar Pranowo in obtaining the participation of potential voters from Generation Z through the content they share on their Instagram accounts. The research method used is a qualitative research method with a netnography research type. The technique for determining the subject in this research is
purposive sampling, which involves determining the research subject through criteria. These criteria include the chairperson or subject in capacity who comes from a community or youth volunteer movement that is officially declared to
support or play a role in creating a campaign strategy for each 2024 presidential candidate. Data collection methods use observation, interviews, and documentation. The data analysis technique uses data analysis proposed by
Kozinetz, namely introspection, investigation, interviews, immersion, indexing,
interpretation, iteration, and integration. The results of this study resulted in the finding that the presidential candidate’s strategy in the 2024 election was carried
out by sharing various contents as an approach to obtaining the participation of potential voters from Generation Z. To analyze this research, researchers used
Charles Horton Cooley’s looking- glass self concept and Erving Goffman’s
dramaturgy, where the presidential candidate obtained an assessment from the
community or youth volunteer movement in performing an action shared through
content on Instagram.