THE BANDWAGON EFFECT OF A SIMPLE CANDIDATE PREFERENCE MODEL AS A MODEL OF POLITICAL EDUCATION COMMUNICATION
DOI:
https://doi.org/10.30868/ei.v14i001.9412Keywords:
Preference Model, Political Education, CommunicationAbstract
Purpose: This study aims to analyze the influence of political communication strategy models, namely the bandwagon effect, expected utility, and simple candidate preferences partially on voters' voting decisions, as well as to analyze the similarities and differences in the effectiveness of implementing these political communication strategy models among the three candidate pairs. Method: The research approach is quantitative. The population is the millennial generation of Indonesian citizens (WNI) registered on the Permanent Voter List (DPT) in DKI Jakarta Province who have characteristics as millennials, voted in the presidential election on February 14, 2024, and before the election day had the opportunity to participate in the political communication of the three presidential candidates through social media platforms. The sampling technique is purposive sampling. Secondary data collection techniques through study desks, while primary data collection techniques through survey and interview methods. The data analysis technique uses Structural Equation Modeling Partial Least Square (SEM-PLS). Result: The results of the study indicate that the simple candidate preference model has a significant influence in shaping people's political choices through social imitation mechanisms and perceptions of candidate popularity. Conclusion: The bandwagon effect that emerges can increase political participation and awareness of the democratic process, but also has the potential to reduce the quality of political rationality if it is not balanced with critical political education.
References
Alaminos-Fernández, Antonio Francisco, Francisco Francés García, and Óscar Santacreu-Fernández. “The Influence of Political Efficacy and Party Identity on Voter Turnout in Spain: Citizens’ Links to the Functioning of the Political System.” Revista Espanola de Investigaciones Sociologicas, no. 185 (2024). https://doi.org/10.5477/cis/reis.185.3-22.
Barnfield, Matthew. “Think Twice before Jumping on the Bandwagon: Clarifying Concepts in Research on the Bandwagon Effect.” Political Studies Review 18, no. 4 (2020). https://doi.org/10.1177/1478929919870691.
Boto-García, David, and José Francisco Baños-Pino. “Social Influence and Bandwagon Effects in Tourism Travel.” Annals of Tourism Research 93 (2022). https://doi.org/10.1016/j.annals.2022.103366.
Brito, Irene. “A Portfolio Stock Selection Model Based on Expected Utility, Entropy and Variance.” Expert Systems with Applications 213 (2023). https://doi.org/10.1016/j.eswa.2022.118896.
Bruycker, Iskander De, and Matthijs Rooduijn. “The People’s Champions? Populist Communication as a Contextually Dependent Political Strategy.” Journalism and Mass Communication Quarterly 98, no. 3 (2021). https://doi.org/10.1177/1077699021998648.
Cassell, Kaitlen J. “The Populist Communication Strategy in Comparative Perspective.” International Journal of Press/Politics 28, no. 4 (2023). https://doi.org/10.1177/19401612211055695.
Chatterjee, Somdeep, and Jai Kamal. “Voting for the Underdog or Jumping on the Bandwagon? Evidence from India’s Exit Poll Ban.” Public Choice 188, no. 3–4 (2021). https://doi.org/10.1007/s11127-020-00837-y.
Chen, Anqi. “An Analysis of the Transformation of Social Media to ‘Social Factory’ -Based on the Perspective of Communication Political Economy.” Asian Journal of Social Science Studies 7, no. 8 (2022). https://doi.org/10.20849/ajsss.v7i8.1270.
Chiu, Mei Choi, Hoi Ying Wong, and Jing Zhao. “Dynamic Safety First Expected Utility Model.” European Journal of Operational Research 271, no. 1 (2018). https://doi.org/10.1016/j.ejor.2018.05.002.
Darr, Joshua P., and Robyn L. Stiles. “Should Campaigns Respond to Electability Arguments?” Journal of Political Marketing 21, no. 1 (2022). https://doi.org/10.1080/15377857.2018.1538923.
Eastman, Jacqueline Kilsheimer, and Rajesh Iyer. “Measuring the Bandwagon Effect: Development of a Generalized Bandwagon Luxury Motivation Scale.” Journal of Consumer Behaviour 22, no. 4 (2023). https://doi.org/10.1002/cb.2161.
Farjam, Mike. “The Bandwagon Effect in an Online Voting Experiment with Real Political Organizations.” International Journal of Public Opinion Research 33, no. 2 (2021). https://doi.org/10.1093/ijpor/edaa008.
Germann, Micha, Fernando Mendez, and Kostas Gemenis. “Do Voting Advice Applications Affect Party Preferences? Evidence from Field Experiments in Five European Countries.” Political Communication 40, no. 5 (2023). https://doi.org/10.1080/10584609.2023.2181896.
Haerul, Haerul, Andoyo Sastramiharjo, Vismaia Damaianti, and Yeti Mulyati. “Public Speaking and Politeness in the Perspective of Political Communication: Reflection on Language and Politics.” European Online Journal of Natural and Social Sciences 10, no. 4 (2021).
Hanamoto, Hiroki. “How Participants in English as a Lingua Franca (ELF) Employ Communication Strategies: Multiple Realities in Minimal Responses in ELF.” Asian Englishes 18, no. 3 (2016). https://doi.org/10.1080/13488678.2016.1229832.
Jain, Ritesh, Edwina Luck, Shane Mathews, and Lisa Schuster. “Creating Persuasive Environmental Communicators: Spokescharacters as Endorsers in Promoting Sustainable Behaviors.” Sustainability (Switzerland) 15, no. 1 (2023). https://doi.org/10.3390/su15010335.
Jennings, Ross, Antonis Kartapanis, and Yong Yu. “Do Political Connections Induce More or Less Opportunistic Financial Reporting? Evidence from Close Elections Involving SEC-Influential Politicians*.” Contemporary Accounting Research 38, no. 2 (2021). https://doi.org/10.1111/1911-3846.12642.
Johnson, Matthew. “Communicating Politics: Using Active Learning to Demonstrate the Value of the Discipline.” British Journal of Educational Studies 64, no. 3 (2016). https://doi.org/10.1080/00071005.2015.1133798.
Jones, Philip Edward, Paul R. Brewer, and Dannagal G. Young. “The Effects of Traditional News, Partisan Talk, and Political Satire Programs on Perceptions of Presidential Candidate Viability and Electability.” Atlantic Journal of Communication 24, no. 3 (2016). https://doi.org/10.1080/15456870.2016.1184666.
Kholisoh, Nur, and Siti Muslichatul Mahmudah. “The Effect of Joko Widodo’s Political Marketing Communication in Instagram on His Image and Reputation in the Eyes of Millennial Generation in Jakarta.” Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia 5, no. 2 (2020). https://doi.org/10.25008/jkiski.v5i2.307.
Kholisoh, Nur, Elly Yuliawati, Nurfa Rachma Suci, and Tri Suharman. “The Influence of Political Messages in New Media to Political Awareness and Its Impact on the Political Participation of Millennial Generation.” Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia 4, no. 2 (2019). https://doi.org/10.25008/jkiski.v4i2.333.
Knyazev, Norman, and Harrie Oosterhuis. “The Bandwagon Effect: Not Just Another Bias.” In ICTIR 2022 - Proceedings of the 2022 ACM SIGIR International Conference on the Theory of Information Retrieval, 2022. https://doi.org/10.1145/3539813.3545142.
Lee, Seungae, Lucy Atkinson, and Yoon Hi Sung. “Online Bandwagon Effects: Quantitative versus Qualitative Cues in Online Comments Sections.” New Media and Society 24, no. 3 (2022). https://doi.org/10.1177/1461444820965187.
Liu, Yezheng, Chang Ye, Jianshan Sun, Yuanchun Jiang, and Hai Wang. “Modeling Undecided Voters to Forecast Elections: From Bandwagon Behavior and the Spiral of Silence Perspective.” International Journal of Forecasting 37, no. 2 (2021). https://doi.org/10.1016/j.ijforecast.2020.06.011.
Nadroo, Zeeshan Majeed, Weng Marc Lim, and Mohd Asif Naqshbandi. “Domino Effect of Parasocial Interaction: Of Vicarious Expression, Electronic Word-of-Mouth, and Bandwagon Effect in Online Shopping.” Journal of Retailing and Consumer Services 78 (2024). https://doi.org/10.1016/j.jretconser.2024.103746.
Niesiobȩdzka, Małgorzata. “An Experimental Study of the Bandwagon Effect in Conspicuous Consumption.” Current Issues in Personality Psychology 6, no. 1 (2018). https://doi.org/10.5114/cipp.2017.67896.
Piermont, Evan. “Disentangling Strict and Weak Choice in Random Expected Utility Models.” Journal of Economic Theory 202 (2022). https://doi.org/10.1016/j.jet.2022.105458.
Pilgrim, Katharina, and Sabine Bohnet-Joschko. “Corporate Social Responsibility on Twitter: A Review of Topics and Digital Communication Strategies’ Success Factors.” Sustainability (Switzerland), 2022. https://doi.org/10.3390/su142416769.
Sazali, Hasan, Mardhiah Rubani, Ismandianto Ismandianto, Misrah Misrah, and Charles Julian Santos Navarro. “Islamic Political Communication System Mapping Millennial Muslim Geopolitics on Social Media in Facing the 2024 Presidential Election.” JURNAL GEOGRAFI 15, no. 1 (2023). https://doi.org/10.24114/jg.v15i1.42477.
Steyn, Benita. “Model for Developing Corporate Communication Strategy.” Communicare: Journal for Communication Studies in Africa 19, no. 2 (2022). https://doi.org/10.36615/jcsa.v19i2.1871.
Subekti, Dimas, Dyah Mutiarin, and Achmad Nurmandi. “Political Communication in Social Media: A Bibliometrics Analysis.” Studies in Media and Communication 11, no. 6 (2023). https://doi.org/10.11114/smc.v11i6.6214.
T.B. Nazarova, T. B. “From Typology of Communication to Typology of Communicators: Communicative Behaviour and Communicative Identity.” Vestnik of Samara University. History, Pedagogics, Philology 29, no. 2 (2023). https://doi.org/10.18287/2542-0445-2023-29-2-107-115.
Zhang, Danting. “Methods and Rules of Voting and Decision: A Literature Review.” Open Journal of Social Sciences 08, no. 01 (2020). https://doi.org/10.4236/jss.2020.81005.
Downloads
Published
Issue
Section
Citation Check
License
Copyright (c) 2025 Iskandar Muda Hasibuan, Morissan Morissan, Marlinda Irwanti Purnomo
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
