The Role of Digital Communication in Increasing Public Involvement in the 2024 Election Campaign on Social Media

Abstract

The increasing integration of digital communication technologies in political campaigns has transformed the dynamics of public engagement, especially in the context of the 2024 election campaigns on social media platforms. This study employs a qualitative methodology through literature review and library research to explore how digital communication influences public involvement in electoral campaigns. Social media platforms, with their interactive features and extensive reach, have emerged as pivotal tools for political actors to disseminate information, mobilize supporters, and engage in direct dialogues with voters. The study examines existing literature on the effectiveness of social media strategies in fostering political participation, emphasizing the role of user-generated content, algorithmic visibility, and targeted messaging in shaping public opinion and behavior. Findings suggest that digital communication facilitates a two-way interaction, enabling citizens to contribute actively to political discourse, thereby enhancing their sense of political efficacy. However, challenges such as misinformation, digital divides, and echo chambers may undermine these benefits. By synthesizing insights from prior research, this paper provides a comprehensive understanding of the opportunities and limitations of social media as a medium for increasing public involvement in democratic processes. The findings underscore the need for ethical and inclusive communication strategies to maximize public participation while mitigating associated risks. This study contributes to the broader discourse on digital democracy by highlighting the transformative potential of social media in election campaigns and offers practical recommendations for political stakeholders.