Election Communication: The Existence Of Campaigns In The Digital Era
DOI:
https://doi.org/10.36668/rk430m55Abstract
This article examines electoral communication and the effectiveness of digital campaigns in the new media era thru a literature review approach. The development of digital technology has changed the patterns of political communication, particularly in campaign strategies that now utilize social media such as Instagram, Facebook, and YouTube as the main means of reaching voters. The research method used is a literature review by analyzing various scientific sources, such as books, national journals, and official reports relevant to political communication and digital campaigns. Digital campaigns have a high effectiveness in increasing communication reach, engagement, and influencing voter attitudes and behaviors. This is supported by the interactive, participatory, and real-time characteristics of digital media. In addition, the use of creative strategies such as visual content, storytelling, and the utilization of social media trends has proven to enhance the appeal of campaign messages. Data shows that the high internet usage in Indonesia strengthens the chances of success for digital campaigns in shaping public opinion and increasing political participation. However, digital campaigns also face various challenges, such as the spread of misinformation, information overload, political polarization, and the technological access gap in society. Therefore, appropriate communication strategies are needed, including audience segmentation, message consistency, and the use of suitable media to ensure the campaign runs optimally. The conclusion of this research emphasizes that digital campaigns have become an important instrument in electoral communication in the digital era, provided they are conducted adaptively, innovatively, and ethically to support the quality of democracy
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