Instagram in the Dynamics of the 2024 Subang Pilkada Campaign: Uncovering the Role of Digital in Local Politics

Abstract

This study analyzes the digital campaign strategies of the candidates for the 2024 Subang Regional Election, focusing on their use of Instagram. With approximately 1.27 million eligible voters, Instagram is used to convey political messages to Subang's residents. The aim of this research is to evaluate the effectiveness of Instagram as a campaign tool, based on factors such as the number of followers, posting frequency, and audience engagement. A descriptive qualitative approach with content analysis of the candidates’ Instagram posts from September 25 to November 25, 2024, was employed. The study applied Lasswell's (1948) Political Communication Theory and Rogers' (1962) Diffusion of Innovation Theory to analyze how the candidates' messages are conveyed and received by the public. The findings suggest that, while the number of followers and posting frequency are important, the quality of content and interaction with the audience are key factors in determining the campaign's effectiveness.