PERAN DUKUNGAN SELEBRITI RAFFI AHMAD DALAM MEMBENTUK SIKAP POLITIK PEMILIH MUDA DKI JAKARTA PADA KAMPANYE PRABOWO-GIBRAN PEMILU 2024

Anisa Octaningrum, . (2026) PERAN DUKUNGAN SELEBRITI RAFFI AHMAD DALAM MEMBENTUK SIKAP POLITIK PEMILIH MUDA DKI JAKARTA PADA KAMPANYE PRABOWO-GIBRAN PEMILU 2024. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to analyze the role of celebrity Raffi Ahmad’s endorsement in shaping the political attitudes of young voters in DKI Jakarta during the Prabowo Gibran campaign for the 2024 general election. This study examines how young voters in DKI Jakarta perceive, interpret, and respond to this endorsement in the formation of their political attitudes. This study employs a qualitative approach using critical discourse analysis, combining data collection through textual analysis specifically, an analysis of digital content related to Raffi Ahmad’s support on social media with in-depth interviews with seven young voters in DKI Jakarta. The results indicate that Raffi Ahmad’s support manifests in ten distinct forms across both digital and physical spaces, with his appearance at the Vice Presidential Debate standing out as the most memorable moment. For the majority of informants, exposure occurred incidentally via the For You Page (FYP) and viral content. The influence of this support on political attitudes was selective, depending on voters’ orientations. Its influence was strongest among undecided voters, neutral among swing voters, and had no effect on strong voters. The affective component proved to be the most dominant dimension in shaping young voters’ responses to celebrity support in the context of political campaigns.

Item Type: Thesis (Skripsi)
Additional Information: [No. Panggil: 2210413056] [Pembimbing: Danis Tri Saputra Wahidin] [Penguji 1: Ardli Johan Kusuma] [Penguji 2: Restu Rahmawati]
Uncontrolled Keywords: Political celebrities, political attitudes, young voters, Raffi Ahmad, 2024 General Election
Subjects: J Political Science > JA Political science (General)
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Politik (S1)
Depositing User: ANISA OCTANINGRUM
Date Deposited: 03 Sep 2026 04:02
Last Modified: 03 Sep 2026 04:02
URI: http://repository.upnvj.ac.id/id/eprint/52549

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