Commodification of Celebrities in the 2024 General Election Contestation

Fitara Anindita Tito

Abstract


General Election (GE) often becomes a complex political arena filled with strategies to influence public opinion. In recent years, there has been an interesting trend where celebrities actively engage in politics and run as legislative candidates. This phenomenon creates a new dynamic in politics known as celebrity commodification, figures that easily capture public attention. Their popularity in the entertainment industry gives them the confidence to venture into the realm of elected representatives. Famous celebrities from the fields of entertainment, sports, and media are utilized by political parties to boost their popularity and garner support from the public or the electorate in the democratic process. The phenomenon of celebrities running as legislative candidates and joining political parties, in the perspective of commodification, is discussed in relation to three aspects: the character of the celebrities, party branding, and the public as political consumers

Keywords


Komodifikasi; budaya populer; pemilihan umum; politik;

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DOI: https://doi.org/10.46961/mediasi.v4i2.764

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MEDIASI Jurnal Kajian dan Terapan Media, Bahasa, Komunikasi

P-ISSN 2721-9046 | E-ISSN 2721-0995

PUBLISHER: 

The Center for Research and Community Services or Pusat Penelitian dan Pengabdian kepada Masyarakat Politeknik Negeri Media Kreatif (P3M Polimedia)

Kampus Politeknik Negeri Media Kreatif (Gedung A, Lantai 1)

Jalan Srengseng Sawah No. 17 RT/RW 008/003, Kel. Srengseng Sawah, Kec. Jagakarsa, Kota Jakarta Selatan, Prov. DKI Jakarta, Indonesia 12640