Identification of Digital Political Strategies in Regional Head Elections in the Era of Social Media

Abstract

This study aims to analyze the digital political strategies implemented by the 2024 Manado Mayoral and Deputy Mayoral candidate pair, Andrei Angouw and Richard Sualang (AARS), particularly in constructing political image, disseminating campaign messages, and mobilizing voter support through social media platforms. Using a descriptive qualitative approach, data were collected through systematic observations of their digital activities, in-depth interviews with campaign team members and volunteer coordinators, as well as documentation of online campaign materials distributed throughout the election period. Thematic analysis was carried out using open and axial coding to identify recurring patterns, strategic frameworks, and message orientations. The findings reveal that AARS adopted a highly coordinated and multi-layered digital communication strategy, integrating daily content scheduling, narrative framing aligned with local issues, collaboration with influencers and content creators, production of slogan-based campaign songs, and optimization of Facebook, Instagram, TikTok, and YouTube to target diverse voter demographics. These efforts not only enhanced the visibility and relatability of the candidate pair but also strengthened emotional engagement among supporters, increased political participation among younger voters, and contributed to significant improvements in public perception. Overall, the study concludes that AARS’s digital campaign strategy played a substantial role in shaping voter attitudes and positively influencing electoral outcomes in the 2024 Manado local election.