Populist–Affective Communication on Social Media: A Critical Discourse Analysis of Gerakan Rakyat After Indonesia’s 2024 Presidential Election

Abstract

Background: Declining public trust in formal political institutions and a perceived crisis of representation have encouraged affective and non-institutional forms of political legitimation in digital spaces. Purpose: This study examines how Gerakan Rakyat constructs political legitimacy through populist and affective communication on social media. Methods: Using a qualitative approach within a critical paradigm, this study applies Critical Discourse Analysis (CDA) to Gerakan Rakyat’s Instagram and X content, including textual narratives, visual posts, and public comments documented through digital observation. Results: Gerakan Rakyat positions itself as an extension of the people’s voice by amplifying existing public grievances and constructing a morally charged people–elite dichotomy. Social media facilitates symbolic political legitimation through collective affect, while organizational consolidation creates tensions with its social movement identity. Conclusion: Populist and affective communication enables Gerakan Rakyat to construct symbolic legitimacy beyond formal political institutions while navigating pressures toward institutionalization. Implications: The findings contribute to understanding how populist discourse and affective engagement shape non-institutional political legitimation in digital environments.