Adaptasi Logika Media Sosial Sebagai Strategi Komunikasi Politik Gerindra Menjelang Pemilu 2024

The development of internet-based social media has significantly increased the role of social media, especially in the political field. Moreover, the electability of a party can be influenced by the public impression formed by social media. From this phenomenon, the author is particularly interested in studying the Twitter and Facebook social media programs and strategies of the Gerindra party. The aim of this research is to analyze how the use of social media by the Gerindra party influences the image and public support for the party. This research uses a qualitative method with a discourse analysis study that adapts the social media logic of Van Dijk-Poell, namely programmability, popularity, connectivity, and datafication into political communication carried out by Gerindra through its social media. The results show that Gerindra has implemented the logic of social media in its political marketing strategy. This party has also succeeded in creating engagement and attracting public attention, especially the younger generation, to later become a manifestation in the upcoming 2024 elections. This strategy resulted in a positive trend for the party, the results of several surveys in 2021 showing that millennials and Generation Z are more likely to choose Prabowo (General Chair of Gerindra) as president. Along with the dominance of social media, the concept of social media logic becomes something that political actors cannot abandon. Finally, with technological advances, it is estimated that the competition for digital political parties on social media will be even tighter in 2024.