ANALISIS STRATEGI REKRUTMEN SELEBRITI SEBAGAI ALAT PEMASARAN ELEKTORAL PADA PEMILU 2024
DOI:
https://doi.org/10.56015/gjikplp.v13i7.987Keywords:
celebrities, electoral marketing, general election 2024, political branding, political communicationAbstract
This study aims to analyze the strategy of recruiting celebrities as an electoral marketing tool in the 2024 General Election and its implications for political communication and democratic quality. This research uses a qualitative descriptive approach with secondary data obtained from national media reports, official documents, and relevant literature. The results show that political parties strategically recruit celebrities to increase candidate visibility and attract voters, particularly through social media. Celebrity involvement is effective in enhancing popularity and expanding communication reach, especially among younger voters. However, this popularity does not always guarantee electoral success, as factors such as party strength and candidate credibility remain important. The study also finds that the use of celebrities has ambivalent implications for democracy, as it can increase political participation but also reinforce image-based politics. Therefore, the use of celebrities should be balanced with strengthening candidate capacity to maintain the quality of democracy
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