Dinamika Ekspresi Politik di Instagram @bintangemon Dalam Kampanye Digital Pemilu 2024

Abstract

Social media has reconfigured political communication by expanding the production and circulation of political messages to non-political actors. Instagram has become an important space for popular-culture-based political expression because political issues can be presented through short videos, conversational language, humor, and satire. This study analyzes the meaning and construction of political messages in the satirical content of @bintangemon during the 2024 Indonesian election campaign and examines audience responses. The study employed a qualitative case study. Data were obtained through non-interventional observation of seven political Reels, documentation of posts and comments, and in-depth interviews with two active social media users who followed and interacted with @bintangemon content. Analysis involved data collection, reduction, thematic categorization, interpretation, and conclusion drawing using mediatization of politics and digital political participation. Findings indicate that political messages were constructed through satire, irony, metaphor, monologue, and everyday language adapted to Instagram's visual logic. Audience responses developed from message consumption into commenting, reflection, content sharing, and subsequent conversations. The findings indicate that non-formal political expression can provide a space for articulating criticism and facilitating digital political engagement.