Political Image of Anies Baswedan in the 2024 Presidential Election on Social Media Account X @aniesbubble

Abstract

Abstract

In the current digital era, social media has become an integral part of daily life in society, especially in the political context. The Presidential Election (Pilpres) in Indonesia in 2024 marks a significant moment where this five-yearly public event holds its own appeal. Social media has become a strategic tool for presidential candidates to attract sympathy and votes from the public. One interesting phenomenon is how presidential candidates utilize social media to build their image, disseminate programs, and interact with voters. As the 2024 presidential election approaches, the emergence of the @aniesbubble account on social media platform X marks a new breakthrough that has never been seen before. The presence of this account also reflects a change in how politicians interact with the public, requiring them to adapt to available social media platforms. The purpose of this research is to understand the political image of Anies Baswedan on the social media platform X, specifically through the account @aniesbubble. The method used in this research is a qualitative method with a virtual ethnography approach using Cyber Media Analysis (AMS), applying the Media Richness Theory. The researcher conducted interviews, observations, and documentation to obtain richer and more comprehensive data. The research results that the @aniesbubble account is a clear example of using media richness to convey complex political messages in an engaging and easily understandable manner. The account successfully portrays Anies Baswedan as an intellectual, high performance, friendly, warm, and nurturing political figure, especially among the younger generation.