Digital transformation is quite massive in changing society's way of life and even politics. So conventional campaign methods, which tend to cost more in political campaigns, are slowly being abandoned. This is a form of digital transformation in politics. In another case, the successful election of the United States (US) in 2016, when Donald Trump won, was the impact of the effectiveness of social media platforms as a vote bank that was able to accumulate in interest Election.
In looking at society's political attitudes, it cannot be denied that the relationship between media and politics is synchronized in the form of campaigns, and the results of public opinion surveys have a big impact on people's political attitudes. The role of the media today is no longer just a means of communication in the era of modern democracy, but the media can mobilize public attention and choice. Some basic problems of campaign models that utilize media and politics:
Political Imaging
Strengthening its symbol in the political scene in 2024 has the potential to also result in the overall campaign momentum of election participants relying heavily on the role of symbols that can be used as commodities in the 2045 elections. Jean Baudrillard(1970), in his book titled The Consumer Society, writes that the cultural transformation of society can be interpreted in three periods of transition in societal trends: feudal, hierarchical, and mass/modern societies in the final period, namely mass/modern society, that is, the current era, where technology works massively to lead society towards tendencies and being trapped in aspects symbolic ( symbolic value) rather than use value.
So, the need value ( use value) referred to here is more about people's needs regarding who they will choose. Political campaigns have recently become a spectrum dominated by symbolic values, one of which is the reproduction of personified discourse through neat visualizations. In this case, society can then be trapped in a mistake in choosing which leadership figure is needed at this time. This problem is caused by their critical reasoning being obscured by symbolic values.
Weakening of Critical Reasoning
Apart from that, the application of functional language in the 2024 campaign format also has the potential to attract Indonesian people to fall into the subjectivity of the party political 2024 election. Functional language is a language pattern that prioritizes predicates (ideas/jargon) rather than subjects (election participants) so that a closer introduction to the main subject being campaigned for is very difficult for the public to obtain.
Today's campaign model ultimately blurs people's conceptual differences in assessing, differentiating and deciding on their choices. Herbert Marcuse (1964)said that modern human individuals no longer have freedom because, without realizing it, life is directed through media that is manipulated by certain interests. This process is termed as a process of psychological insight.
National Disunity
In line with the above, strengthening it, a symbol that accompanies the election momentum through campaigns on social media has resulted in a partial return to the meaning of identity in Indonesia, which tends to determine each other potentially. Cases like this can be seen in populism movements or movements based on certain groups returning amidst the political conditions leading up to the 2024 elections, such as race, religion and young people. Problems can arise when differences in group-based populism movements are fluid and look for host ideology To become congested.
According to Cas Mudde (2004), movement populism, which, in muddled language, is called ( thin ideology) or ideology floating. Movements like this really need a host to take root and grow, so when Movements like this find themselves growing around a particular ideology. This has the potential to open up the possibility of societal division in Indonesia.
This problem will be further exacerbated when the presence of alternative media, which carries out a control function, cannot keep up with the political elite. These political elites use the media only as a propaganda tool as well as a medium for imaging and reproducing the discourse of their respective personifications.
Activism Integration
In line with the issues above, social media is currently the centre of contemporary social activism as a sophisticated communication and information tool. Apart from sending and receiving messages, social media also plays a role in facilitating various people-oriented actions (Bimber et al., 2005). One of them, in the momentum of the 2024 election, is that social media has become the axis of the movement to act as an internal mediator,r strengthening the education process for the public so that they do not get trapped in the false reality of image politics. In enriching social media activism, the form of this movement is directed at forming a movement axis based on digital technology. The axis of this movement will later become a political expression that mediates the relationship between the use of social media news and political participation both online and offline (Zuniga et al., 2014). Some of the main steps will later become models of movement axes in the massification process. Movement these include:
Footing Objectification
This digital technology-based movement axis puts forward mercy lil alamin, with no heavenly identity certain. However, Islamic values remain the spirit and foundation of the movement. This is in line with what Kuntowijoyo meant (2007), which is that actions that are rooted in realized rationality - are turned into rational action so that everyone can enjoy the values conveyed without having to agree with the original values.
Based on Literacy, Research and Actual Data
