A recent study from Communication Sciences highlights the role of loyalty in determining the choices of young voters in the context of general elections. In research entitled “Young Voters Who Lack of Logic” conducted by Danu Eko Pranoto supervised by Maulina Pia Wulandari, Ph.D, it was found that loyalty often trumps rational considerations in choosing candidates, especially among Z Generation in the 2024 Presidential Election some time ago.
According to Maulina Pia Wulandari, Ph.D., the younger generation tends to be less rational in deciding their political behavior, because personal preferences are more dominant than rational considerations.
This is reflected in the general election cycle in Indonesia, where many young generation voters are influenced by loyalty to candidates without in depth consideration of the qualities and advantages possessed by those candidates. Danu added that the younger generation is very connected to technology, especially the internet and social media.
“Political campaigns that use digital media have a significant impact, such as the successful example of the ‘gemoy effect’ campaign by Prabowo-Gibran campaign team. However, the popularity of candidates does not really influence the decisions of young voters,” said Danu.
This research involved a survey of voters from the younger generation (Millennial and GenZ) in provinces throughout Java Island.
This research shows that loyalty is the main factor influencing voting intentions, followed by perceptions of candidate quality. However, the candidate’s popularity does not have a significant influence.
The electoral choices of followers of certain public figures will be influenced by the choices of the figures they like. The 2024 election to elect the President and Vice President of the Republic of Indonesia for the 2024-2029 period has been held.
As of February 2024, temporary real count results from the General Election Commission (KPU) show that the president and vice president candidate pair Prabowo–Gibran topped the vote count, followed by candidates Anies–Muhaimin and Ganjar–Mahfud.
This result certainly cannot be separated from the role of young voters (Millennial and GenZ) who contributed 56.45% of the national voter vote. Many experts say that the 2024 election is the election of young people.
“If you already have loyalty to a particular brand, then it is unlikely that you will consider the negative side of the brand you are giving your loyalty to,” said Danu.
The same logic applies when evaluating candidates. If we are loyal to a certain character, we will definitely assume that the character has qualities and meets our desires.
Our logic is often unable to control our emotions since it is very possible that we will just follow the character’s decision whatever the consequences.
Ironically, this loyalty effect is not only on the candidates who are competing, but also on figures who are associated with these candidates.
In other words, the electoral choices of followers of certain public figures will be influenced by the choices of the figures they like.
“Algorithms on social media tend to limit young voters’ access to diverse information, which ultimately influences limited rationality in evaluating candidates. Therefore, it is important for young voters to realize the importance of putting aside emotions and rationally considering the quality of candidates in the election process,” said Pia.
This research provides a deeper understanding of the dynamics of general elections in Indonesia, especially the role of loyalty and rationality in political decision making.
The younger generation needs to realize that by putting aside emotions in evaluating candidates, they will be able to become rational voters and not young voters who lack of logic.
With a better understanding of the factors that influence young voters, it is hoped that voter participation will be more rational and informed in the democratic process.
(UB PR/ Trans. Iir)
