Published date: Mar 19 2024

Journal Title: KnE Social Sciences

Issue title: IAPA 2023 Annual International Conference

Pages: 455–474

DOI: 10.18502/kss.v9i7.15523

Inka Nusamuda Pratamainka.nusamuda@ummat.ac.idGovernment Science Department, Universitas Muhammadiyah Mataram, Indonesia

Rahmad HidayatPublic Administration Department, Universitas Muhammadiyah Mataram, Indonesia

This research analyzes Ganjar Pranowo’s strategic focus in the 2024 Presidential election on three sub-themes of the Human Development Index, namely Health, Education, and Economy via Twitter. This research aims to understand how Ganjar Pranowo uses the Twitter platform to highlight Health, Education, and Economic issues in the context of the 2024 Presidential election. The study has academic relevance because it provides insight into how a political candidate uses social media to convey political message. Meanwhile, this research can practically offer political candidates’ and campaign teams’ preferences in designing communication strategies via social media. The methodology used in this research is qualitative with the Qualitative Data Analysis (QDA) Miner approach. Content, network, and cloud analysis was performed using the Nvivo 12 Plus software. The findings were that Health was the main topic, with a discussion percentage of 47.11%, followed by Education with 34.71%, and Economics with 18.18%. This reflects Ganjar Pranowo’s emphasis on access to quality health services and commitment to education issues. This finding means that it provides insight into the focus of his political strategy. The research concludes that Ganjar Pranowo’s strategy in using Twitter in the context of the 2024 presidential election focuses on Health and Education issues as an attraction for voters. However, economic discussions and articulation of economic policies must be improved to ensure voters understand Ganjar’s plans for facing future economic challenges. The practical implication of this research is that political candidates can consider the importance of emphasizing Health and Education issues in their communication strategies via social media. In addition, this research also underscores the need for improvements in economic policy communication to increase voters’ understanding of candidates’ financial plans.

Keywords: campaign, digital politics, general elections

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