Engaging democracy or reinforcing base? A thematic analysis of Desak Anies

Ghozi Kamaluddin Daffa, Moch Fuad Nasvian, Tonny Dian Effendi, Marco Trisna Omar Farrasy

Abstract


Background: In the 2024 election, Anies Baswedan used YouTube as a platform to live-stream his campaign titled ‘Desak Anies,’ with an open discussion. The campaign aimed to restore democracy and bring political discourse to the public. Purpose: This research mapped the interactions of netizens in the comment section of the live-streamed “Desak Anies” broadcast on his official YouTube channel. Methods: It employed thematic analysis. Data was collected using the ‘Google Apps Script’ tool, capturing YouTube comments from 13 episodes of ‘Desak Anies.’ The dataset included only direct comments, excluding replies, with a total of 6,996 comments. Result: The comments were mapped into three main themes: supportive comments, which were the most numerous; hateful comments, which were the fewest; and neutral. Conclusion: This study found a large number of supportive comments, with minimal opposition, indicating that “Desak Anies” strengthened Anies Baswedan’s existing support base but failed to attract new supporters. Thus, it creates the echo chamber effect and filters bubbles, preventing the campaign content from reaching broader viewers. Implications: Social media campaigns, such as “Desak Anies”, could potentially engage audiences. However, they often reinforce existing political beliefs, creating echo chambers that limit democratic discourse. Despite the campaign’s intention to foster political engagement, it strengthens existing support for Anies Baswedan and hinders the outreach to undecided or opposing voters. This suggests that digital platforms may inadvertently stifle true democratic deliberation by limiting exposure to diverse perspectives.


Keywords


2024 election; desak Anies; thematic analysis; filter bubble; echo chamber

Full Text:

PDF

References


Akbar, P., Irawan, B., Taufik, M., Nurmandi, A., & Suswanta. (2021). Social media in politic: political campaign on united states election 2020 between Donald Trump and Joe Biden. Conference paper, 359–367. https://doi.org/10.1007/978-3-030-90179-0_46

Anika, M. Z., Mushawi, & Pitriyani. (2023). Konstruksi wacana moderasi beragama di ruang digital (studi kasus konten bertema toleransi di media sosial youtube). Journal of Religion and Social Transformation, 1(1), 51–68. https://doi.org/10.24235/sytbfm61

Anom, E., Vina, E., & Samani, M. C. (2024). Political communication strategy in the 2024 indonesia’s presidential election. Jurnal Komunikasi: Malaysian Journal of Communication, 40(2), 296–309. https://doi.org/10.17576/JKMJC-2024-4002-17

Burghartswieser, D., & Rothmund, T. (2021). Conservative bias, selective political exposure and truly false consensus beliefs in political communication about the ‘refugee crisis’ in Germany. PLOS ONE, 16(11). https://doi.org/10.1371/journal.pone.0259445

Cranton, P. (2015). Teachers as researchers. Patricia Cranton

Damayanti, N., Santoso, P., & Hamzah, R. (2021). Viral political campaign: Suppoters of Jokowi-Amin in Indonesia presidential election. Procedings of the 1st ICA Regional Conference, ICA 2019, October 16-17 2019, Bali, Indonesia. https://doi.org/10.4108/eai.16-10-2019.2304290

Daoust, J.-F., & Nadeau, R. (2023). Elections and satisfaction with democracy. Cambridge University Press. https://doi.org/10.1017/9781009128032

Denzin, N. K., Lincoln, Y. S., Giardina, M. D., & Cannella, G. S. (2024). The SAGE handbook of qualitative research sixth edition (6th ed.). SAGE Publications, Inc.

Dewa, R., Hutapea, H. G. M., & Mujab, S. (2024). Analisis kampanye politik Anies Baswedan dan Muhaimin Iskandar pada pemilihan umum presiden Tahun 2024. Jurnal Komunikasi Dan Budaya, 5(1), 44–51. https://doi.org/10.54895/jkb.v5i1.2633

Dylko, I. B. (2016). How technology encourages political selective exposure. Communication Theory, 26(4), 389–409. https://doi.org/10.1111/comt.12089

Erhardt, J. (2023). Political support through representation by the government. Evidence from Dutch panel data. Swiss Political Science Review, 29(2), 202–222. https://doi.org/10.1111/spsr.12561

Fatikha, N. T., & Suranto, S. (2024). Online political branding of presidential candidates: a comparison of Ganjar Pranowo and Anies Baswedan in Indonesia’s 2024 election. JISPO Jurnal Ilmu Sosial Dan Ilmu Politik, 13(2), 281–306. https://doi.org/10.15575/jispo.v13i2.27908

Festinger, L. (1957). A theory of cognitive dissonance. Stanford University Press.

Huda, L. (2022, September 25). Hasil survei NSN: Kepuasan publik terhadap kinerja Anies Capai Titik Terendah. https://megapolitan.kompas.com/read/2022/09/25/07530361/hasil-survei-nsn-kepuasan-publik-terhadap-kinerja-anies-capai-titik

Littlejohn, S. W., Foss, K. A., & Oetzel, J. G. (2017). Theories of human communication eleventh edition (11th ed.). Waveland Press, Inc.

Maspul, K. A. (2024). Reimagining democracy: An exploration of Anies Baswedan’s “Desak Anies” Program. Indonesian Journal of Social Development, 1(3), 13. https://doi.org/10.47134/jsd.v1i3.2243

McLeod, S. (2023, June 11). Selective attention theory: broadbent & treisman’s attenuation model. Simply Psychology. https://www.simplypsychology.org/attention-models.html

McMillan, S. J., & Hwang, J.-S. (2002). Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity. Journal of Advertising, 31(3), 29–42. https://doi.org/10.1080/00913367.2002.10673674

Merskin, D. L. (2020). Parasocial interaction. SAGE Publications. https://doi.org/10.4135/9781483375519.n511

Minaeva, L. V. (2024). Potential of digital technologies in election campaigns. Communicology, 12(1), 13–27. https://doi.org/10.21453/2311-3065-2024-12-1-13-27

Moekahar, F., Ayuningtyas, F., & Hardianti, F. (2022). Social media political campaign model of local elections in Pelalawan Regency Riau. Jurnal Kajian Komunikasi, 10(2), 242. https://doi.org/10.24198/jkk.v10i2.41680

Murphy, G., Groeger, J. A., & Greene, C. M. (2016). Twenty years of load theory—Where are we now, and where should we go next? Psychonomic Bulletin & Review, 23(5), 1316–1340. https://doi.org/10.3758/s13423-015-0982-5

Nairn, A., & Matthews, J. (2024). Are people’s COVID-19 attitudes discriminatory or justified? A thematic analysis of New Zealander’s responses to the pandemic. Social Sciences & Humanities Open, 9, 100890. https://doi.org/10.1016/j.ssaho.2024.100890

Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2017). Thematic analysis. International Journal of Qualitative Methods, 16(1). https://doi.org/10.1177/1609406917733847

Oh, P., Peh, J. W., & Schauf, A. (2024). The functional aspects of selective exposure for collective decision-making under social influence. Scientific Reports, 14(1), 6412. https://doi.org/10.1038/s41598-024-56868-8

Park, B., Kang, M. Y., & Lee, J. (2020). Sustainable political social media marketing: effects of structural features in plain text messages. Sustainability, 12(15), 5997. https://doi.org/10.3390/su12155997

Philips, W., Richardson, E. A., & Thompson, M. (2024). Exploring how the filter bubble effect on twitter influences political polarization and the mediating role of media literacy. Journal of Linguistics and Communication Studies, 3(1), 76–82. https://doi.org/10.56397/JLCS.2024.03.11

Prasetyo, A. (2024, January 9). Desak Anies adalah Bagian dari Upaya Mencerdaskan Generasi Muda. Media Indonesia. https://mediaindonesia.com/politik-dan-hukum/642892/desak-anies-adalah-bagian-dari-upaya-mencerdaskan-generasi-muda#google_vignette

Rahayu, L. S. (2024, April 18). Survei LSI: 71,2% responden puas dengan penyelenggaraan pemilu 2024. https://news.detik.com/pemilu/d-7298526/survei-lsi-71-2-responden-puas-dengan-penyelenggaraan-pemilu-2024

Sanjaya, M. L. T., & Nasvian, M. F. (2024). Interaktivitas netizen 24 jam pasca deklarasi bacapres Amin. EKSPRESI DAN PERSEPSI : JURNAL ILMU KOMUNIKASI, 7(1), 106–122. https://doi.org/10.33822/jep.v7i1.7169

Schumann, D. W., Kotowski, M. R., & Young, H. O. (2019). The elaboration likelihood model: a 30-year review. Dalam Advertising Theory (1st ed.). Routledge.

Sheikh, S. A. (2024). Data and democracy: Social media analytics in political campaign strategies. International Journal of English Literature and Social Sciences, 9(1), 204–211. https://doi.org/10.22161/ijels.91.27

Sibona, C., & Cummings, J. (2017). Argument Quality, Peripheral Cues, and the ELM Argument Quality, Peripheral Cues and the Elaboration Likelihood Model.

Sjoraida, D. F., Guna, B. W. K., Nungraha, A. R., Amri, M., Santosa, T. A., & Suar, A. (2024). Exploring the impact of social media on political participation: A review of empirical studies. Innovative: Journal Of Social Science Research, 4(3), 927–935. https://doi.org/10.31004/innovative.v4i3.10497

Suryasuciramdhan, A., Zulfikar, M., Fajarwati, N. K., Hakim, C. A., & Arasid, M. I. (2024). Peran media sosial instagram sebagai sarana kampanye dalam strategi komunikasi politik. PANDITA: Interdisciplinary Journal of Public Affairs, 7(1), 89–102. https://doi.org/10.61332/ijpa.v7i1.150

Taimur Khan, M., Farmanullah, & Gohar, S. (2023). A Thematic analysis of the effects of political campaigns on voting behavior: strategies and outcomes. Journal Of Social Sciences, 14(1).

Talukder, Md. U. (2023). Analysis of Viewers’ comments on a viral video on YouTube. Khulna University Studies. https://doi.org/10.53808/KUS.SI.2023.ICSSI48-ss

Vaughan-Johnston, T. I., Guyer, J. J., & Fabrigar, L. R. (2022). Persuasion and social change. Routledge. https://doi.org/10.4324/9780367198459-REPRW116-1

Wahyudi, F. S., & Firdaus, M. I. (2024). Strategi omunikasi Deskak Anies: Analisis kampanye gaya baru untuk mencerdaskan bangsa dan membangkitkan semangat konstitusionalisme dalam amanat UUD 1945. Journal of International Multidisciplinary Research, 2(5), 174–185. https://doi.org/10.62504/jimr456




DOI: https://doi.org/10.24198/jkk.v13i2.58255

Refbacks

  • There are currently no refbacks.


Bookmark and Share


Copyright (c) 2025 Ghozi Kamaluddin Daffa, Moch Fuad Nasvian, Marco Trisna Omar Farrasy

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Jurnal Kajian Komunikasi Indexed by:

 

Editorial Office of Jurnal Kajian Komunikasi:

Faculty of Communication Science, Universitas Padjadjaran
Jl. Raya Bandung-Sumedang Km. 21 Jatinangor, Sumedang 45363, Indonesia
WA: +6282316731181 (Chat Only)

Telephone: +62227796954
Faxmile: +62227794122
E-mail: jurnal.kajian.komunikasi@unpad.ac.id

 site stats View My Stats

Jurnal Kajian Komunikasi Supervised by: