The Paradox of Digital Activism on Social Media in the 2024 General Election Process

Abstract

This study departs from the paradoxical phenomenon of the 2024 presidential election, when the dominance of conversation and engagement on social media is not in line with electoral results. That raises questions about how the dynamics of digital activism shape and the factors that frame the difference between online spaces and voter reality. This study aims to elucidate the dynamics of social media conversations before, during, and after elections, as well as identify the structural, cultural, strategic, and technological contexts that accompany them. The study used a qualitative approach with in-depth interviews and thematic analysis of the views of political expert and influencers from each candidate pair. The results show that digital conversations are intense and polarized, reinforced by algorithmic logic, the practice of buzzers and bots, and the formation of echo chambers. However, the decision to choose remains shaped by a combination of emotional closeness, the power of the political machine, as well as conventional practices such as money politics and social assistance. This study concludes that social media is an important arena for public opinion formation, but cannot be used as a single indicator of electoral legitimacy, so strengthening regulation, digital literacy, and campaign integrity are strategic agendas going forward. Keywords: Election 2024, Social Media, Digital Activism, Voting Behavior, Digital Democracy