PESAN DEMOKRASI DALAM KAMPANYE PILPRES INDONESIA TAHUN 2024 (Analisis Isi Pada Youtube Desak Anies di Surabaya)

In the context of the 2024 Indonesian Presidential Election, national political dynamics are marked by increased public attention to the quality of democracy, freedom of expression, and open communication between leaders and the public. This phenomenon has led to the emergence of various forms of innovative political campaigns, one of which is Desak Anies, which provides a space for direct dialogue between presidential candidates and citizens. Based on this background, this study aims to analyze the democratic messages formed in the 2024 Indonesian presidential election campaign through the Desak Anies program in Surabaya. This program is a two-way dialogue-based political communication strategy that provides space for the public to convey questions, criticisms, and aspirations directly to Anies Baswedan.
This study uses qualitative content analysis with a descriptive approach and applies Brian McNair's political communication theory, which focuses on the content and purpose of political messages. Data were obtained through literature study and analysis of the last two hours of the Desak Anies Surabaya video, which contained the most dominant intensity of democratic messages.
The results of the study show that the democratic messages conveyed by Anies highlight the importance of freedom of expression, public courage in expressing criticism, community political participation, and the need to maintain the integrity of democracy from the domination of power. These messages reflect the implementation of formal democracy.