From Image to Voting Intention : The Role of Attitude in Connecting Social Media Influence and Candidate Perception in Indonesian Elections
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This book examines the role of
social media in shaping candidate images and its impact on voter attitudes and
voting intentions in Indonesian elections. The book uses the Stimulus-Organism-Response
(S-O-R) framework to explore how external stimuli, such as social media
information and candidate images, affect voters’ internal processes. It focuses
particularly on how these stimuli shape attitudes that drive voting intentions.
Platforms like TikTok and Instagram are highlighted as important tools for
political engagement. Candidates like Prabowo Subianto and Ganjar Pranowo
effectively utilized these platforms to enhance their appeal among younger
voters, especially millennials and Gen Z.
The book also emphasizes the
significance of personal appeal, especially charm, as a key factor in shaping
positive voter attitudes. While social media information is shown to have a
strong influence, the book addresses the challenges posed by biased or
misleading information. It also reveals that there are no significant
differences between science and non-science students in how they form attitudes
toward candidates, suggesting that candidate image and social media content
resonate broadly across different demographic groups. This book provides
insights into the growing role of social media in shaping political campaigns
in the digital age.
