Politik, Publik Figur, dan Generasi Muda

Analisis Strategi Komunikasi Politik Verrell Bramasta Sebagai Representasi Anak Muda dalam Pemilu 2024

Authors

  • Chantika Felicia Azhar Universitas Pembangunan Nasional “Veteran” Jakarta
  • Muhammad Farel Adrian Universitas Pembangunan Nasional “Veteran” Jakarta
  • Nurul Alifah Putri Apriliana Universitas Pembangunan Nasional “Veteran” Jakarta
  • Sekar Mimirawati Universitas Pembangunan Nasional “Veteran” Jakarta
  • Muhammad Prakoso Aji Universitas Pembangunan Nasional “Veteran” Jakarta

DOI:

https://doi.org/10.37329/metta.v5i4.4956

Keywords:

Election, Youth Generation, Social Media, Legislative Candidate

Abstract

This study analyzes Verrell Bramasta's political communication strategy in the 2024 elections as a representative of the younger generation through a descriptive qualitative approach with a focus on digital communication patterns on TikTok and Instagram. The results show that Verrell Bramasta utilizes personal narratives, symbolic visuals, and an emotional style combined with agenda setting and Push, Pull, Pass Marketing strategies to build an image of a young politician relevant to Generation Z and millennials. This strategy shows a shift from an elite political communication model to a more personal and emotional form based on social media. However, the effectiveness of this strategy is still limited by the lack of political substance and two-way interaction. Academically, this study contributes to the understanding of the transformation of public figures' digital political communication and its implications for the patterns of political engagement of the younger generation in Indonesia.

References

Alifatunnisa, H., Azzhahra, M., & Nurfalah, F. (2024). Political Communication Strategies In The Digital Era For Generation Z Voters. Edunity: Social and Educational Studies, 3(11), 1026-1036.

Beta, A. R., & Neyazi, T. A. (2022). Celebrity Politicians, Digital Campaigns, and Performances of Political Legitimacy in Indonesia’s 2019 Elections. International Journal of Communication, 16, 331–355.

Castells, M. (2015). Networks of outrage and hope: Social movements in the internet age (2nd ed.). Cambridge: Polity Press.

Chandra, E. (2023). Kekuatan algoritma dalam komunikasi pemasaran digital aplikasi TikTok. Maha Widya Duta: Jurnal Penerangan Agama, Pariwisata Budaya, dan Ilmu Komunikasi, 7(2), 191-200.

Gilster, P. (1997). Digital literacy. New York: Wiley Computer Publishing.

Habermas, J. (2021). The theory of communicative action: Vol. 2. Lifeworld and system: A critique of functionalist reason. Boston: Beacon Press.

Husain, S., & Angga, A. (2025). Preferensi Mahasiswa Terhadap Pasangan Calon Presiden Dan Wakil Presiden Pada Pemilihan Umum 2024. Journal Publicuho, 8(1), 332-344. DOI:

Jati, W. R. (2017). Politik Selebritas: Elaborasi Teoritik terhadap Model Kampanye Baru. Jurnal Kawistara, 7(3), 199–211.

Maella, N. F. S., Elita, R. F. M., Rijal, E., & Mulyana, S. (2019). Instagramable politics: Indonesian celebrities politicians campaign. Library Philosophy and Practice (e-journal), (3782). University of Nebraska-Lincoln.

Mataradze, G., & Kaplanishvili, I. (2023). Youthful perspectives: National identity trends in Georgia's Gen Z. Georgian Scientists.

McCombs, M. E., & Shaw, D. L. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176–187.

Muhammad Alif Ariga, Asri Nur Mahdia Devi, Bintan Auliya Qurrota A’yun, & Syarifah Nur Aini. (2024). 3P Strategy in Verrel Bramasta’s Political Marketing in the 2024 Legislative Election: Instagram Social Media Content Analysis. Jurnal Komunikasi dan Bisnis, 12(2), 274–304.

Mulyadi, D., Zein, S. S., Hidayat, F. A. P., Oktaviani, R. A., Azzahra, N., Affarel, M. W., & Kumbara, R. W. (2024). The Role of Education and Knowledge for Generation Z Increasing Political Awareness in the 2024 Presidential and Legislative Elections: Peran Pendidikan dan Pengetahuan bagi Generasi Z dalam Meningkatkan Kesadaran Politik pada Pemilu Presiden dan Pemilu Legislatif Tahun 2024. Al-Musthalah: Jurnal Riset Dan Penelitian Multidisiplin, 1(2), 221-237.

Natalia, D., Sasmita, F., & Ahmad, M. R. S. (2025). Partisipasi politik generasi Z: Peran media sosial. Jurnal Pendidikan Tambusai, 9(2), 15772–15783.

Putra, T. R., Wahyuni, R. T., Meilani, N., Anjani, M., & Sari, D. K. (2024). Paritisipasi Politik Gen Z: Eksplorasi Peran Media Sosial dalam Pembentukan Kesadaran Politik Remaja. Jurnal Pendidikan Kewarganegaraan Dan Politik, 2(1), 61-68.

Sevi, S. (2021). Do young voters vote for young leaders?. Electoral Studies, 69, 102200.

Singer, M. F., Callendar, C. L., Ma, X., & Tham, S. M. (2023). Differences in perceived influencer authenticity: a comparison of Gen Z and Millennials’ definitions of influencer authenticity during the de-influencer movement. Online Media and Global Communication, 2(3), 351-378.

Sugiyono. (2013). Metode Penelitian Kuantitatif, Kualitatif dan R & D. Bandung: Alfabeta.

Swanzen, R. (2018). Facing the generation chasm: The parenting and teaching of Generations Y and Z. International Journal of Child, Youth and Family Studies, 9(2), 125–150.

Zusrieka, M., Pramesyanti, C. Z., Salsabila, A. S., & Firman. (2024). Analisis Peran Verrel Bramasta Sebagai Public Figure Dalam Kampanye Partai Amanat Nasional (PAN) Di Media Sosial TikTok. Indonesian Journal of Law and Justice, 2(2).

Downloads

Published

10-12-2025

How to Cite

Azhar, C. F., Adrian, M. F., Apriliana, N. A. P., Mimirawati, S., & Aji, M. P. (2025). Politik, Publik Figur, dan Generasi Muda: Analisis Strategi Komunikasi Politik Verrell Bramasta Sebagai Representasi Anak Muda dalam Pemilu 2024. Metta : Jurnal Ilmu Multidisiplin, 5(4), 34–41. https://doi.org/10.37329/metta.v5i4.4956

Issue

Vol. 5 No. 4 (2025)

Section

Articles

License

Copyright (c) 2025 Chantika Felicia Azhar, Muhammad Farel Adrian, Nurul Alifah Putri Apriliana, Sekar Mimirawati, Muhammad Prakoso Aji

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Authors who publish with Metta : Jurnal Ilmu Multidisiplin agree to the following terms: Authors retain copyright and grant the Metta : Jurnal Ilmu Multidisiplin right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share (copy and redistribute the material in any medium or format) and adapt (remix, transform, and build upon the material) the work for any purpose, even commercially with an acknowledgement of the work's authorship and initial publication in Metta : Jurnal Ilmu Multidisiplin. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in Metta : Jurnal Ilmu Multidisiplin. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).