Understanding Agenda Setting and Political Content Differentiation among First-Time Voters on Social Media during the 2024 Presidential Election
Khuswatun Hasanah, Sika Nur Indah, Melaty Anggraini

Universitas Pembangunan Nasional Veteran Yogyakarta

Abstract

This study assesses the understanding of first-time voters regarding political advertisements and news on social media during the 2024 Presidential Election, focusing on post-test results from a control group. Involving 95 respondents aged 19-21 from Yogyakarta and Solo, the data indicates that almost all respondents (98.9%) had seen political content on Instagram during the election period. The study employs agenda setting theory to analyze how social media can influence first-time voters^ perceptions of significant political issues. The post-test results show a range of abilities in distinguishing between political ads and news, with many questions frequently answered incorrectly, such as understanding the nature of political news, the concept of editorial firewalls, and the differences between advertisements and editorial news. These findings highlight significant confusion among first-time voters, suggesting that social media not only blurs the lines between types of political content but also shapes their perceptions of particular political issues. This underscores the need for enhanced media literacy, enabling first-time voters to be more critical and informed when consuming content on social media, and understanding how media can influence their political agenda and priorities.

Keywords: first-time voters, political ads, political news, agenda setting, media literacy

Topic: Social Science