The Communication Style of 2024 Presidential Candidates in Indonesia: Influencing Generation Z Voters Through Social Media

Abstract

Understanding communication style is very important, especially in the presidential election campaign. It is important in the campaign process where it used to influence people’s interest in voting. Generation Z is the largest voters in the presidential election 2024 so understanding generation Z communication style is one of strategy to attract their interest in voting president. One of Gen Z communication style is they use social media in daily life. Furthermore, social media is considered an effective means of political communication. So, using gen Z communication style on social media is good strategy in attracting the interest of gen Z voters. In this research, researcher wanted to analyze how the Gen Z communication style that used the presidential candidates to influence the Gen Z voters’ interest on social media Instagram and TikTok. Researchers used a descriptive qualitative method and collected the data using observation.  Researched analyzed the data used Mile and Huberman technique. From the analyze of observation data, the researcher concluded that all presidential candidates used gen Z communication style in their campaign on social media. They used social media platform Instagram and TikTok; making posts on social media; having distinctive terms in online communication; being relaxed, open minded, friendly, not patronizing; and using short video or live streaming to communicate and share experiences.