Agenda Setting and Political Content Preferences of First-Time Voters in 2024 Presidential Election

¹ Department of Communication Science, Universitas Pembangunan Nasional Veteran Yogyakarta, Yogyakarta, Indonesia
² Department of International Relations, Universitas Pembangunan Nasional Veteran Yogyakarta, Yogyakarta, Indonesia

^* Corresponding author: khuswatun@upnyk.ac.id

Abstract

The rise of social media has reshaped political communication, especially on platforms like Instagram, where the distinction between political news and advertisements is increasingly blurred. This study examines the ability of first-time voters in Indonesia to distinguish between these content types and explores the implications for democratic participation using agenda-setting theory. A survey of 100 respondents aged 19-21 revealed significant confusion, with only 39% recognizing that political news should be impartial, and just 19% correctly identifying political advertisements. These findings underscore the risks of misinformed voting due to the blending of editorial content and marketing. The study highlights the need for improved media literacy programs to help young voters critically assess social media content. The research offers novel insights into how agenda-setting theory applies to social media, showing how these platforms not only set the political agenda but also blur content lines, influencing voter perceptions and behaviors.