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

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.

Full text

Agenda Setting and Political Content
Preferences of First-Time Voters in 2024
Presidential Election
Khuswatun Hasanah
1
, Sika Nur Indah1, and Melaty Anggraini2
1Department of Communication Science, Universitas Pembangunan Nasional Veteran Yogyakarta,
Yogyakarta, Indonesia
2Department of International Relations, Universitas Pembangunan Nasional Veteran Yogyakarta,
Yogyakarta, Indonesia
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.
Keywords: first-time voters, political news, advertisement, firewall,
agenda-setting
1 Introduction
The rapid rise of social media has fundamentally transformed political communication,
positioning platforms like Instagram as crucial arenas for shaping public opinion. In
Indonesia, where internet and social media usage have surged, particularly among younger
demographics, these platforms have become central to the dissemination of political
information. According to the Central Bureau of Statistics, as of March 2023, the majority of
internet users in Indonesia are young people aged 16-30 years. Additionally, data from We
Are Social in January 2024 indicates that there are approximately 139 million social media
users in Indonesia, accounting for about 49.9% of the national population [1]. The primary
reasons young people access the internet include using social media, reading news, and
seeking entertainment [1].
1
Corresponding author: khuswatun@upnyk.ac.id
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This trend is reflected in a survey by Kompas in May 2023, which revealed that 42.3%
of respondents across 38 provinces, mainly from Generation Z and Millennials, frequently
access social media to obtain political information, including news about presidential
candidates [2]. Recognizing this trend, campaign teams for presidential and vice-presidential
candidates in the 2024 elections have strategically utilized social media platforms to target
young voters. The General Election Commission (KPU) has reported that first-time voters
account for 55% of the total electorate in the 2024 elections [3].
This study specifically focuses on first-time voters in Solo and Yogyakarta, two cities that
are not only cultural and educational hubs but also known for their high levels of civic
engagement and political awareness. Solo, as a city with a rich history of political activism,
and Yogyakarta, with its large student population and vibrant intellectual community, offer
unique insights into how young voters engage with political content on social media. These
cities are ideal for studying the perceptions of first-time voters, who are likely to be highly
influential in the outcome of the 2024 Presidential Election due to their significant numbers
and active social media usage.
The increasing reliance on social media has led to a blurring of the lines between editorial
content and political advertisements, raising significant ethical concerns. Traditional media
outlets, now competing on social media platforms, have had to adapt by creating multiple
specialized accounts, often dedicated to specific subjects or regions. For example, detik.com
manages accounts such as detik travel, detik health, detik jateng, and detik jogja to cater to
different audience segments.
The challenge arises when advertisements, often presented in a format resembling news
content, are not clearly marked as such, leading to confusion among audiences. This
phenomenon was particularly evident during the 2024 election campaign, where the
boundaries between political ads and news content on social media were often
indistinguishable. The principle of maintaining a clear separation between editorial and
commercial content—known as the "firewall"—is essential for preserving the integrity and
independence of the media. However, on social media, this separation is often blurred,
potentially influencing voters in ways that are not easily detectable.
Several studies have highlighted the importance of maintaining a clear distinction
between news and advertising. Research by Ikonen et al. in the United States, for example,
discusses how ethical codes have been formulated to regulate the relationship between news
and advertising [4]. The blurring of these boundaries can theoretically lead to ethical
violations and impact journalistic independence. In Indonesia, the practice of blending news
with advertising, particularly through advertorials, is common in print media, and the issue
of separating news from ads is not strictly regulated by the journalistic codes of ethics
established by various professional journalist organizations and media outlets [5].
Given these concerns, this study explores how first-time voters—who make up a
significant portion of the electorate—struggle to differentiate between political news and
advertisements on social media platforms like Instagram. The primary concern is that
political advertisements, often designed to resemble news content, can mislead the public,
shaping opinions based on promotional material rather than objective reporting. This study
aims to understand the extent of this confusion and its implications for democratic
participation, particularly in the context of the 2024 Presidential Election in Indonesia.
1.1 Research questions
1. To what extent can first-time voters in Solo and Yogyakarta distinguish between
political news and political advertisements on social media, specifically Instagram?
2. How does the inability to differentiate between news and political advertisements
affect first-time voters' perceptions and voting behavior?
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3. How does agenda-setting theory explain the role of social media in shaping political
perceptions among first-time voters during the 2024 Presidential Election?
2 Literature review
2.1 Social media and political communication
Social media platforms such as Instagram, Facebook, and Twitter have become indispensable
tools for political communication. These platforms enable the rapid dissemination of
information, allowing political campaigns to engage a broad audience, particularly young
voters who rely on these platforms as their primary source of news [6]. In Indonesia, the
significance of social media in political communication is evident, with many campaigns
targeting these platforms to influence the electorate [7].
Research demonstrates that social media significantly shapes political opinions and
behaviors, especially among younger demographics [8]. The 2024 Presidential Election in
Indonesia saw a marked increase in political advertising on social media, with campaigns
leveraging these platforms' reach and targeting capabilities to influence voters. However, this
has also blurred the lines between political advertisements and news content, complicating
users' ability to distinguish between the two [9].
2.2 Agenda-setting theory
Agenda-setting theory, first proposed by McCombs and Shaw, posits that the media plays a
crucial role in determining the public agenda by highlighting certain issues while
marginalizing others [10]. Traditionally, this function was straightforward, but in the social
media age, it has become more complex due to algorithms that prioritize content based on
user engagement rather than societal importance [11], [12]. This can lead to the amplification
of specific issues, often driven by political agendas, while other important issues are
overlooked [13].
Studies indicate that the agenda-setting function of social media can significantly
influence what users perceive as important issues. For instance, content that is repeatedly
presented on social media platforms is often perceived as more significant, regardless of its
actual relevance in the broader political context. This is particularly concerning during
elections, where the distinction between news and advertisements becomes crucial for
informed decision-making.
2.3 Ethical concerns and the blurring line between journalism and marketing
The integration of journalism and marketing raises significant ethical concerns, particularly
regarding sponsored content and native advertising. Beckert emphasizes that sponsored
content often mimics the style and format of news articles, making it difficult for audiences
to distinguish between genuine journalism and content with underlying commercial motives
[14]. This blending of boundaries undermines journalistic transparency and threatens the
integrity of editorial content [15].
The concept of simulation, as discussed by Baudrillard, is particularly relevant here [16].
Baudrillard argues that simulation blurs the lines between reality and representation, creating
a hyperreality where distinctions between authentic and inauthentic content become
meaningless. In the context of political content on social media, native advertising often
simulates genuine news, leading to confusion and potential manipulation of public opinion
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[17]. This phenomenon has been documented in various studies, showing how political
communication on social media can lead to voter confusion and misinformation [18].
3 Methodology
This study employs a quantitative research design, using data collected from a survey
conducted among 100 first-time voters aged 19-21 in Indonesia. The survey participants were
selected from Solo and Yogyakarta, two cities known for their active civic engagement and
significant student populations, making them ideal locations for studying the perceptions of
young voters. These cities are also recognized as cultural and educational hubs in Indonesia,
which may influence how young people engage with political content on social media.
The survey was conducted over a period from June to August 2024. This timing was
chosen to capture the respondents' attitudes and understanding during the height of the
political campaign season, when exposure to political content on social media would likely
be at its peak.
The questionnaire was designed to assess respondents' ability to distinguish between
political news and advertisements on Instagram. The questions focused on their
understanding of journalistic ethics, the concept of editorial independence (firewall), and
their ability to identify paid content disguised as news.
The data were analyzed using descriptive statistics to identify patterns in the respondents'
understanding and misconceptions. This analysis was then integrated with agenda-setting
theory to explore how these misconceptions could influence their perception s of political
issues and ultimately their voting behavior.
4 Results and discussion
4.1 Demographics of respondents
The survey included 100 respondents, with the majority falling within the age range of 19 to
21 years old. Specifically, 28% were 20 years old, and 30% were 21 years old. This
demographic is particularly significant in the context of the 2024 Presidential Election in
Indonesia, where first-time voters represent a substantial portion of the electorate.
Understanding their media consumption and comprehension is crucial for evaluating the
broader impact of social media on political engagement.
4.2 Confusion between news and advertisements
The results reveal significant confusion among respondents regarding the differentiation
between political news and advertisements on Instagram. For instance, only 39% correctly
identified that political news should be impartial and not favor specific figures. This finding
echoes Pasandaran, who found that younger audiences often struggle to discern the boundary
between editorial content and paid advertisements, especially in digital environments where
both are presented similarly [19].
Additionally, 44% of respondents incorrectly believed that a firewall—a concept meant
to ensure editorial independence—could allow advertisement teams to influence editorial
decisions. This misunderstanding highlights the blurred lines between journalism and
commercial interests, a finding consistent with Amazeen and Muddiman, who noted that the
convergence of these two domains has led to increased public confusion and eroded trust in
media outlets [20].
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Only 12% of respondents correctly recognized that information designed as
advertisements, even when crafted by journalists, does not follow the same ethical standards
as news articles. This significant gap in understanding the distinct purposes of news and
advertisements could be attributed to the pervasive presence of native advertising on social
media platforms. Einstein notes that native advertising, which blends marketing and editorial
content, often confuses consumers, leading them to perceive promotional content as objective
news [15].
Perhaps most concerning is that only 19% of respondents could correctly identify a
political advertisement in the provided image, underscoring the difficulty many young voters
have in distinguishing between promotional content and genuine news. This confusion is
particularly dangerous during elections, where such content can significantly shape voter
perceptions and decisions.
4.3 The role of agenda-setting in shaping perceptions
Agenda-setting theory suggests that media outlets have a powerful influence on public
perception by determining which issues are highlighted and how they are framed [10]. On
platforms like Instagram, where algorithms prioritize content that generates high
engagement, this often results in the amplification of sensational or promotional material
over more substantive news [11], [12].
The data from this study support the idea that Instagram plays a significant role in setting
the political agenda for young voters. With only 39% of respondents correctly identifying the
impartial nature of political news, it is clear that the content prominently featured on their
feeds—often sponsored posts designed to resemble news—can skew their understanding of
political issues. This aligns with Poel findings that repeated exposure to specific issues on
social media can lead to their heightened perceived importance, even when their actual
significance is questionable [11].
Moreover, the study's findings suggest that social media's agenda-setting function extends
beyond merely highlighting certain issues; it also involves framing those issues in ways that
can blur the lines between journalism and advertising. The fact that only a minority of
respondents could distinguish between news and advertisements indicates that the framing
of political content on Instagram often merges editorial integrity with commercial interests.
This blending of content types may lead voters to believe that promotional material is as
credible and impartial as traditional news reporting, further complicating their ability to make
informed decisions.
Research by Van Aelst et al. supports this notion, arguing that social media's agenda-
setting power is enhanced by its ability to personalize content based on user behavior [13].
This personalization can create echo chambers, where users are continuously exposed to
content that reinforces their existing views, whether that content is genuine news or paid
advertising.
The findings from this study underscore the ethical challenges posed by the integration
of journalism and marketing, particularly on social media platforms like Instagram. The
inability of a significant portion of respondents to distinguish between paid content and
genuine news reflects a broader issue of declining trust in media institutions, exacerbated by
the lack of clear ethical guidelines for sponsored content [18].
This confusion is not just a matter of individual misunderstanding but a systemic issue
that highlights the need for more robust media literacy programs. These programs should
focus on educating young voters about the differences between news and advertisements, the
importance of editorial independence, and the ways in which social media platforms can
manipulate content to serve commercial or political interests.
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Ashley and Maksl argue that media literacy is crucial in helping individuals navigate the
complex media environment of the 21st century, where the lines between different types of
content are increasingly blurred [21]. By enhancing media literacy, young voters can become
more critical consumers of information, better equipped to recognize when they are being
influenced by promotional content rather than objective news.
Furthermore, this study suggests that social media platforms themselves have a
responsibility to ensure that users can easily distinguish between news and advertisements.
Clear labeling of sponsored content, transparent disclosure of funding sources, and stricter
adherence to ethical guidelines could help mitigate the confusion that currently pervades
these platforms. As Hujanen points out, without these safeguards, the integrity of both
journalism and democratic processes is at risk [22].
5 Conclusion
This study provides valuable insights into the challenges faced by first-time voters in
distinguishing between political news and advertisements on social media. The findings
suggest that the confusion between these two types of content is not only widespread but also
has significant implications for democratic participation, particularly in the context of
agenda-setting theory.
The blurring of lines between news and advertisements on platforms like Instagram can
lead to a misinformed electorate, where promotional content is mistaken for objective
reporting. This is particularly dangerous during elections, where such content can shape
public opinion and influence voting behavior.
To safeguard the integrity of the democratic process, it is essential to promote media
literacy among young voters and enforce stricter regulations on the labeling of sponsored
content. By doing so, we can help ensure that voters are better equipped to make informed
decisions based on accurate and unbiased information.
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