Fair Observer
Why the Success of Prabowo’s 2024 Presidential Campaign Strategy Matters
Prabowo Subianto secured Indonesia’s presidency in 2024 by recasting his image from strongman to “cuddly grandpa.”
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TikTok Takes Center Stage in Indonesia's Presidential Election Campaigns
JAKARTA, Indonesia – As Indonesia gears up for its February 2024 presidential election, candidates are increasingly turning to social media platforms like TikTok to cultivate new public personas and engage with the nation's vast young electorate. This strategic shift is particularly evident in the campaign of 72-year-old Prabowo Subianto, who is actively rebranding his image from a figure once associated with alleged human rights violations to a "chubby, cheerful, cuddly father figure" affectionately known as 'Gemoy'. Subianto's team has orchestrated a "Gen-Z makeover," disseminating viral clips of him performing dance moves and circulating memes featuring a cartoon version of him. This approach aims to present a softer, more approachable image, diverting attention from his controversial past, which includes allegations of human rights abuses, abductions, and killings of student activists in the late nineties, and his family ties to former authoritarian president Suharto. Other presidential hopefuls are also adopting unique social media strategies. Anies Baswedan has garnered attention with "cat content" on a dedicated account for his pets, while Ganjar Pranowo has engaged in "cringey TikTok dancing" and utilized the Hunger Games film's three-finger salute to capture online engagement. However, this growing reliance on social media for political campaigning has raised concerns among experts. Ahmad Khoirul Umam of the Paramadina Public Policy Institute warned, "Not only can it undermine democracy, if misused, it can manipulate democracy. What happened in the Philippines is a lesson." Young Indonesian voters themselves voiced mixed opinions, with one suggesting the campaigns make voters "foolish" by focusing on superficiality rather than substantive policy. Another student leader, Gielbran Muhammad Noor, urged, "Don't just dance, don't just compete in rhymes, don't just compete in poetry. Don't let our voices, young people, be exploited, don't let our voices be objectified and instead take advantage of the ignorance of young people to gain votes." Artist Andovi da Lopez added, "We are underestimating the first-time voters and the Gen-Z of the Indonesian youth. I think they are way more critical than we give them credit for." The unfolding election will test the efficacy and ethical boundaries of these digital political tactics.
