PERAN TIKTOK SEBAGAI MEDIA KAMPANYE, KRITIK, DAN PARTISIPASI MASYARAKAT: STUDI KASUS AKUN TIKTOK @GARIS_REVOLUSI

Abstract

The rise of social media has transformed the landscape of political communication, including at the local level. This article examines the role of TikTok as a platform for political campaigning, public criticism, and civic participation during the 2024 local election (Pilkada) in Pemalang Regency. Using a descriptive qualitative approach and content analysis, this study applies Harold Lasswell’s communication model as its analytical framework. The findings reveal that content shared by the TikTok account @garis_revolusi functions not only as an effective visual campaign tool but also as a medium for social criticism regarding alleged vote-buying practices and local governance issues. Furthermore, public engagement through comments, discussions, and expressions of support demonstrates the growing importance of digital participation in contemporary local politics. Although the account frequently changes its username, it consistently maintains its narrative identity as “Revolusi Vicky Prasetyo,” ensuring message continuity and audience recognition. The study also highlights that TikTok’s interactive features encourage broader political discussions, especially among younger voters who actively consume digital content. These findings suggest that TikTok has evolved beyond entertainment into an influential platform for democratic communication. Therefore, TikTok offers significant potential as a democratic space that strengthens communication between political actors and citizens while encouraging more inclusive, transparent, and participatory local political processes. Keywords: TikTok, digital political campaign, local political communication, public participation, Pemalang election