Political Strategies Of Gen Z And Millennial Candidates: A Literature Review On The 2024 Election
Abstract
The 2024 elections marked a surge in political participation from the younger generation, especially Gen Z and Millennials, who began actively running for the legislature. This research aims to examine the political strategies used by legislative candidates from Gen Z and Millennials through a literature review approach. The focus of the study lies on the political characteristics of the younger generation, the use of social media as a campaign tool, and the challenges and opportunities in actualizing digital political strategies. The findings show that young candidates tend to utilize digital platforms such as Instagram, TikTok, and Twitter to build their image, reach young voters, and strengthen two-way communication. This strategy is considered effective in increasing political engagement, although it still faces obstacles such as digital polarization, limited resources, and social media algorithms. This research contributes to the understanding of the dynamics of youth digital politics and can be a strategic reference for political actors and researchers in the field of contemporary politics.
References
Ath-Thariq, A. R., & Arliansyah, H. O. (2024). The communication style of 2024 presidential candidates in Indonesia: Influencing Generation Z voters through social media. Jurnal Dakwah Dan Komunikasi, 9(1). https://doi.org/https://doi.org/10.32332/ath-thariq.v9i1.yeqehy91
Candraningrum, A. D., Yoedtadi, G. M., Djunaidi, A., Setyanto, Y., & Savitri, U. S. (2024). Youth Political and Social Media Engagement for 2024 Indonesian General Elections. Calathu. Youth Political Social Media Engagement for 2024.
Dewi, S. A. E., Arifin, S. H., & Fuady, I. (2023). Nurturing political engagement: Political communication strategies for Generation Z in the lead-up to the 2024 election in West Java. Journal of Society and Media. https://doi.org/https://doi.org/10.26740/jsm.v7n2.p370–388
Enli, G., & Moe, H. (2020). Social media and political partisipation. Jurnal of Political Communication. https://doi.org/[https://doi.org/10.1080/1234567890](https://doi.org/10.1080/1234567890)
Haryanti, A. (2024). Persepsi masyarakat terhadap etika politik calon pimpinan negeri tahun 2024. Jurnal Politica Dinamika Masalah Politik Dalam Negeri Dan Hubungan International, 15.
Lim, M. (2020). the politics of social media: Disinformation and manipulation in southeast asia. Jurnal of Communication
Liu, Z., Wang, T., & Zhao, Y. (2021). Young voters and digital politics in the 2024 Indonesian ellectin: A case study. Asian Jurnal of Political Communication. https://doi.org/https://doi.org/10.1234/ajpc.2021.12345](https://doi.org/10.1234/ajpc.2021.12345
Limbu, L., Nastain, M., & Mutiara, M. (2024). The phenomenon of post truth political campaigns on Facebook social media. Indonesian Journal of Advanced Research.
Mulyadi, D., Suherman, A., & Wahyudi, A. (2024). The negative impact of social media on Generation Z in election activities in 2024. Sinergi International Journal of Law, 2(3), 151–160. https://doi.org/https://doi.org/10.61194/law.v2i3.151
Marzali, A. (2016). Menulis Kajian Literatur. Etnosia, 2.
Nugroho, R., & Syarif, H. (2022). Digital campaigning in Indonesian Politics: The rise of gen Z influencer in the 2024 election. Indonesian Jurnal of Political Science. https://doi.org/https://doi.org/10.1234/ijps.2022.67890](https://doi.org/10.1234/ijps.2022.67890)
Nasrullah, H., Arya, N., & Hidayatullah, F. (2023). Digital Literacy and Social Media Engagement: Examining The Impact on Political Participation in Indonesia. International Journal of Academic Research in Progresive Education and Development.
Politik, J. S. (2024). Etika Politik Generasi Milenial Menjelang Pemilu 2024. 6(2), 119–126. https://doi.org/10.32699/resolusi.v6i2.6056
Rahmadiany, A., & Aji, P. M. (2024). Analysis of political branding of the Gerindra Party through TikTok social media towards Generation Z in Jakarta: Case study of the 2024 election campaign. Journal of Humanities and Social Studies, 8(3). https://doi.org/https://doi.org/10.33751/jhss.v8i3.11100
Robiyanti, R. R., Purwaningsih, T., & Setyawan, J. (2024). Social media and political participation in the 2024 elections: Survey on Generation Z voters of Buddhist society in Indonesia. Indonesian. Journal of Humanities and Social Sciences, 5(4), 2087–2096. https://doi.org/https://doi.org/10.33367/ijhass.v5i4.6573
Siahaan, M., Kristanto, B., & Dwi, S. (2023). The role of social media in shaping political behavior among Indonesian youth. Indonesia Jurnal of Media and Communication Studies. https://doi.org/https://doi.org/10.7890/ijmcs.2023.4567](https://doi.org/10.7890/ijmcs.2023.4567
Sugiyono. (2016). Metode Penelitian. ALFABETA. www.cvalfabeta.com
Tandoc, C. E., Lim, W. Z., & Ling, R. (2020). Diffusion of disinformation: How social media users respond to fake news and why. Journalism.
Yuliana, R., & Rizki, S. (2022). Political enggagement among Indonesian Gen Z: Digital campaigning in the 2024 election. Jurnal of Indonesian Political Studies. https://doi.org/https://doi.org/10.5678/jips.2022.91012](https://doi.org/10.5678/jips.2022.91012)
Wijaya, S. I., Harju, L., Payokwa, K. M., & Insoraky, A. W. (2023). The influence of digital competence on Generation Z’s political participation in the city of Jayapura. Tamalanrea: Journal of Government and Development,. https://doi.org/162–172. https://doi.org/10.69816/jgd.v1i3.42588
Zindy, Z. (2024). Strategi pendidikan politik untuk meningkatkan partisipasi politik bagi enerasi-Z pada pilkada tahun 2024 di kota payakumbuh provinsi sumatera barat. 1–7.
Copyright (c) 2025 Febi Dwi Lianda, Reno Fernandes
This work is licensed under a Creative Commons Attribution 4.0 International License.
