•  
  •  
 

Abstract

This study examines the Ubah Bareng volunteer movement, a youth-driven initiative supporting Anies Baswedan-Muhaimin Iskandar (AMIN) in the 2024 Indonesia Presidential Election. While existing research on volunteer movements in electoral campigns often focuses on their role as secondary forces under political party control, this study offers new ground by exploring Ubah Bareng’s position as a primary driver in AMIN’s national campaign. By applying Pippa Norris’s (2000) campaign communication strategy theory, this research investigates how Ubah Bareng collaborates with the official campaign team (Timnas) and political parties to effectively mobilize young voters. Through a qualitative methodology, including in-depth interviews and literature review, the findings reveal that Ubah Bareng’s involvement in the official campaign is closely linked to its relationship with Anies Baswedan, Timnas, and political parties. Thus, Ubah Bareng serves as a platform that integrates volunteers, political parties, and Timnas in designing campaign programs. This relation allows Ubah Bareng to operates independently from the official campaign structure while playing pivotal role in designing and executing campaign strategies. This study further identifies Ubah Bareng’s mixed use of pre-modern and post-modern campaign as its main strategy while its hub model represents a new phenomenon that can prevent fragmentation within electoral volunteer movements. Therefore, this study contributes to the broader understanding of volunteer movements in Indonesian politics, offering insights into their evolving role as central actors in electoral campaign strategy.

References

Aniesbaswedan.com. 2023. "Gerakan Indonesia Mengajar 2010." aniesbaswedan.com. https://aniesbaswedan.com/fakta-unik/pendiri-gerakan-indonesia-mengajar/.

Arianto, Bambang. 2014. “Fenomena Relawan Politik dalam Kontestasi Presidensial 2014.” Jurnal Ilmu Sosial dan Ilmu Politik 18 (2): 130–46.

Assiddiq, Dafis Ubaidillah, and Dewi Ambarwati. 2021. “Strategi Komunikasi Politik Tim Kampanye Daerah Joko Widodo – K.H. Ma’ruf Amin Provinsi Jawa Timur Pemenangan Pilpres 2019.” Jurnal Nomosleca 7 (1): 107–17.

Baulch, Emma, Ariadna Matamoros-Fernández, and Fiona Suwana. 2022. “Memetic Persuasion and WhatsAppification in Indonesia’s 2019 Presidential Election.” New Media & Society 1–19.

Bennett, W. Lance, and Alexandra Segerberg. 2012. “The Logic of Connective Action: Digital media and the personalization of contentious politics.” Information, Communication & Society 15 (5): 739–68.

Bimber, Bruce. 2017. “Three Prompts for Collective Action in the Context of Digital Media.” Political Communication 34 (1): 6–20.

Brough, Melissa M., and Sangita Shresthova. 2012. “Fandom meets activism: Rethinking civic and political participation.” Transformative Works and Cultures 10.

CNN Indonesia. 2024. "Desak Anies Finale Surabaya Membludak, 20 Ribu Orang Diklaim Hadir." CNN Indonesia, February 9. https://www.cnnindonesia.com/nasional/20240209231328-617-1060636/desak-anies-finale-surabaya-membludak-20-ribu-orang-diklaim-hadir.

Copeland, Lauren, and Andrea Römmele. 2014. “Beyond the Base? Political Parties, Citizen Activists, and Digital Media Use in the 2009 German Federal Election Campaign.” Journal of Information Technology & Politics 11: 169–85.

Creswell, J.W. 2009. Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. 3rd. London: Sage Publication.

CSIS. 2023. Pemilih Muda Dalam Pemilihan Umum 2024: Dinamis, Adaptif dan Responsif. Jakarta: Centre for Strategic and International Studies.

Databoks. 2023. "KPU: Pemilih Pemilu 2024 Didominasi oleh Kelompok Gen Z dan Milenial." Katadata. July 5. https://databoks.katadata.co.id/datapublish/2023/07/05/kpu-pemilih-pemilu-2024-didominasi-oleh-kelompok-gen-z-dan-milenial.

Enli, Gunn Sara, and Eli Skogerbø. 2013. “Personalized Campaigns in Party-Centered Politics.” Information, Communication & Society 16 (5): 757–74.

Fisher, Dana R. 2012. “Youth Political Participation: Bridging Activism and Electoral Politics.” The Annual Review of Sociology 8: 119–37.

Gibson, Nadine S., and Aaron S. King. 2024. “The Promise and Peril of Constituent Interaction: The Determinants of Town Hall Participation Among Members of Congress.” Legislative Studies Quarterly 1–28.

Herdiansah, Ari Ganjar. 2019. “Political Participation Convergence in Indonesia: A Study of Partisan Volunteers in the 2019 Election.” Jurnal Politik 24 (2): 1–34.

Hurriyah. 2019. “The Myth of Civil Society’s Democratic Role: Volunteerism and Indonesian Democracy.” Jurnal Politik 4 (2): 1–26.

Jenkins, Henry, and Sangita Shresthova. 2012. “Up, up, and away! The power and potential of fan activism.” In "Transformative Works and Fan Activism," edited by Henry Jenkins and Sangita Shresthova, special issue, Transformative Works and Cultures, no. 10. https://doi.org/10.3983/twc.2012.0435.

Karlsen, Rune. 2013. “Obama’s Online Success and European Party Organizations: Adoption and Adaptation of U.S. Online Practices in the Norwegian Labor Party.” Journal of Information Technology & Politics 10: 158–70.

Koc-Michalska, Karolina, and Darren Lilleker. 2017. “Digital Politics: Mobilization, Engagement, and Participation.” Political Communication 34 (1): 1–5.

Kompas.com. 2022. "Gagal di Konvensi Capres Demokrat 9 Tahun Lalu, Anies Baswedan Kini Didukung Nasdem di Pilpres 2024." Kompas.com, October 3. https://nasional.kompas.com/read/2022/10/03/13553961/gagal-di-konvensi-capres-demokrat-9-tahun-lalu-anies-baswedan-kini-didukung?page=all.

Kompas.com. 2024. "KPU Rilis Laporan Dana Kampanye Paslon dan Partai pada Pemilu 2024, Ini Daftarnya." Kompas.com, March 8. https://nasional.kompas.com/read/2024/03/08/10334761/kpu-rilis-laporan-dana-kampanye-paslon-dan-partai-pada-pemilu-2024-ini.

Kruszewska, Dominika. 2016. “Social Movements and Political Parties.” Perspective on Europe 46 (1): 100–14.

McAdam, Doug, and Sidney Tarrow. 2010. “Ballots and Barricades: On the Reciprocal Relationship between Elections and Social Movements.” Perspective on Politics 8 (2): 529–42.

Neuman, W.L. 2014. Social Research Methods: Qualitative and Quantitative Approaches. 7th. Edinburgh: Pearson Education Limited.

Norris, Pippa. 2000. A Virtous Circle: Political Communications in Postindustrial Societies. Cambridge: Cambridge University Press.

Norris, Pippa. 2002. Democratic Phoenix: Reinventing Political Activism. Cambridge: Cambridge University Press.

Nowak, Nurman. 2021. “Youth, Politics and Social Engagement in Contemporary Indonesia.” Friedrich-Ebert-Stiftung. https://library.fes.de/pdf-files/bueros/indonesien/18249.pdf.

Poltracking Indonesia. 2024. “Rilis Temuan Survei Nasional Poltracking Indonesia: Tren Elektabilitas Capres - Cawapres: Satu atau Dua Putaran?” Poltracking Indonesia, January 19. https://poltracking.com/rilis-temuan-survei-nasional-poltracking-indonesia-tren-elektabilitas-capres-cawapres-satu-atau-dua-putaranrilis-temuan-survei-nasional-poltracking-indonesia/.

Rhodes, Abi. 2021. Social Movement in Elections. London: Palgrave Macmillan.

Sastramidjaja, Yatun. 2023. “Rhizome vs Regime: Southeast Asia's Digitally Mediated Youth Movements.” Trends in Southeast Asia 1–27.

Sefsani, Ririn, and Patrick Ziegenhain. 2015. “Civil-society Support — A Decisive Factor in the Indonesian Presidential Elections in 2014.” ASIEN (July): 14–33.

Strömbäck, Jesper, and Spiro Kiousis. 2014. “Strategic Political Communication in Election Campaign.” In Political Communication, edited by Carsten Reinemann, 109–28. De Gruyter Mouton.

Tapsell, Ross. 2015. “Indonesia’s Media Oligarchy and the “Jokowi Phenomenon.” Southeast Asia Program Publications at Cornell University 99: 29–50.

Tempo.co. 2023. "Berapa Dana Kampanye Awal Masing-masing Paslon Capres-Cawapres 2024?" Tempo.co, December 21. https://nasional.tempo.co/read/1812250/berapa-dana-kampanye-awal-masing-masing-paslon-capres-cawapres-2024.

Tomsa, Dirk, and Charlotte Setijadi. 2018. “New Forms of Political Activism in Indonesia: Redefining the Nexus between Electoral and Movement Politics.” Asian Survey 557–81.

Trumm, Siim. 2022. “Online versus Offline: Exploring the Link Between How Candidates Campaign and How Voters Cast Their Ballot.” European Journal of Political Research 61: 485–502.

TurunTangan. 2023. Tentang TurunTangan. https://gerakanturuntangan.com/tentang-kami.

Ubah Bareng. 2024. Laporan Pelaksanaan Program Kerja Ubah Bareng. Ubah Bareng.

UGM. 2023. Pemilih Muda Cenderung Mudah Berubah dan Suka Konten Politik Ringan. Yogyakarta, Daerah Istimewa Yogyakarta, 30 November. https://ugm.ac.id/id/berita/pemilih-muda-cenderung-mudah-berubah-dan-suka-konten-politik-ringan/.

Wolfsfeld, Gadi, Moran Yarchi, and Tal Samuel-Azran. 2016. “Political Information Repertoires and Political Participation.” New Media & Society 2096–115.

Download

Share

COinS