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The Buzzer Effect: Rebranding Prabowo Subianto in Indonesia's 2024 Election
Akshat Dwivedi
Introduction
The year 2024 has been touted as a 'super year' for elections by UNDP, with an eligible global electorate of 3.5 billion voters. In this context, Indonesia's hard-fought 2024 elections witnessed a significant shift in political communication strategies among the three main candidates: Prabowo Subianto, Anies Baswedan, and Ganjar Pranowo. Digital outreach became central to securing a wider voter base, bringing political buzzers to the forefront of Indonesian electoral politics. Prabowo emerged victorious as these digital influencers amplified his narrative, softening his image from an ex-special forces general to that of a "teddy bear." His opponents also cultivated distinct social media personas; Anies created a separate account for his four cats called Pawsweden Family to showcase his personal side, while Ganjar adopted the Hunger Games film's three-finger salute to appeal to young voters. This highlights the burgeoning role of buzzer-driven politics in Indonesia's political landscape, raising concerns about misinformation, psychological manipulation of voters, and the subsequent impact on democratic processes.
Buzzers in Indonesian Politics
Buzzers are recruited individuals who operate through multiple social media profiles, often using fabricated identities. They aim to amplify election agendas by actively influencing public discourse while simultaneously spreading propaganda, hate speech, and attacking opponents (Seah, 2024). Unlike traditional campaign teams, buzzers operate in the digital space, remain largely untraceable, and are compensated by Indonesian political parties specifically to influence younger voters. Initially, buzzers were employed by businesses to promote consumer products (Halimatusa'diyah & Adam, 2024). Some buzzer agencies like Rep+ (Reputasi Plus) present themselves as legitimate entrepreneurial ventures and digital marketing firms, normalizing this practice (Rakhmani & Saraswati, 2021). The buzzer culture took a political turn during the hotly contested Jakarta gubernatorial election in 2012, when JASMEV (the Jokowi-Ahok Social Media Volunteers) became the first recognized cyber army group (Rakhmani & Saraswati, 2021).
Former President Joko Widodo capitalized on social media consumption among middle-class voters by flooding platforms with pro-Jokowi content, which contributed significantly to his victory. During the 2019 Presidential elections, disinformation claiming President Jokowi was Chinese and a communist spread widely on social media, forcing him to issue a public statement refuting these claims. The growing influence of buzzers has also attracted media attention. According to Datareportal 2023, Indonesia had approximately 353.8 million mobile phone connections and 212.9 million internet users. With an unemployment rate of 13.9 percent, buzzing has become a lucrative industry for Indonesian youth, particularly during election periods (Ufen, 2024).
Prabowo Subianto's Buzzer Strategy
On October 20, Prabowo Subianto became Indonesia's eighth president. Despite facing accusations of human rights violations during his military career, Subianto was recently seen defending victims of the 1997-1998 abductions of pro-democratic activists (Burgess & Salim, 2023). His 2024 campaign strategy marked a significant departure from his 2014 and 2019 approaches, where he had projected himself as a strongman and hyper-nationalist. This time, the veteran politician introduced his "gemoy" persona—portraying himself as a jovial uncle and cat lover (Burgess & Salim, 2023). This approach reflects a broader strategy in Southeast Asian politics to enhance candidates' relatability and attract the majority of voters comprising Generation Z and millennials. Political buzzers played a crucial role in transforming Prabowo's image, helping him connect with younger generations through AI-generated cartoon avatars, videos of him dancing, and historical recreations of his military days.
His online campaign specifically targeted millennial and Gen Z voters, who accounted for almost 60 percent of the electorate, with 22.8 percent being first-time voters (Seah, 2024). Platforms such as TikTok were instrumental in rebranding Prabowo as a friendly, adorable, and grandfatherly figure. In one campaign video that received over 49 million views on TikTok, Prabowo displayed emotion during a presidential debate. By showcasing his lighter side and actively engaging with young voters, he successfully shifted focus away from his controversial past. Additionally, buzzers helped neutralize criticism regarding controversial court rulings and his human rights record.
Ethical Concerns
The deployment of buzzers by political parties to manipulate public opinion and spread disinformation against opponents poses a significant threat to Indonesia's democratic integrity. Hiring influencers to spread fake news or shape public opinion in favour of specific candidates is democratic nor ethical. Most voters remain unaware that the content they consume is political propaganda rather than genuine public sentiment. While this practice was initially confined to election periods, it has evolved into a frequent tool for influencing discourse on hot-button issues related to domestic politics, foreign policy, and security.
The Ministry of Communication and Informatics has established task forces to combat buzzer activities, collaborating with platforms such as TikTok, Meta, and Google to track and counter disinformation. The government also works with organizations like Masyarakat Anti Fitnah Indonesia (MAFINDO), which conducts workshops to strengthen digital literacy. Youth-led initiatives such as "Bijak Memilih" and "What Is Up Indonesia" aim to encourage political engagement through accurate and transparent information (Seah, 2024). However, these initiatives have limited impact due to government complicity and selective acknowledgment of misinformation. They achieve little meaningful success since ruling political parties themselves rely on buzzers to amplify their political agendas.
Conclusion
In the contemporary era of digital politics, Prabowo's 2024 victory demonstrates how online presence can be as influential as traditional ground campaigning. From controlling narratives to engaging young voters and countering opposition efforts, buzzers played a decisive role, confirming that social media has become the new electoral battleground. However, it is crucial to analyze how these digital campaign strategies create new challenges for democratic processes, particularly regarding misinformation, ethical campaigning, and overall democratic health.
The pervasiveness of buzzers in public discourse has cemented their position as key tools of government communication and public relations, making them an entrenched element of Indonesian politics. This buzzer culture indirectly undermines citizens' freedom of expression and government accountability. The fundamental challenge lies in establishing a balance between preserving democratic values and ensuring the transparent use of digital infrastructure to maintain free and fair elections.
*Akshat Dwivedi is pursuing MA International Studies (2023-25 batch) at the Symbiosis School of International Studies (SSIS), Pune
References
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