The Role of Twitter in Mobilizing Voter Turnout During Local Elections

Abstract

This study aims to investigate the role of Twitter in mobilizing voter turnout during local elections. By employing a mixed-methods approach, we conducted both quantitative and qualitative analyses. The quantitative analysis involved content analysis of 3,000 election-related tweets and a survey of 500 respondents to measure Twitter usage for political information and its influence on voting intentions. The qualitative analysis included in-depth interviews with politicians, campaign teams, and voters, as well as a case study of a mayoral election in a major Indonesian city. Results from the content analysis revealed that influencer endorsements, although fewer in number, had the highest engagement rates, while direct calls to action were also highly effective. Survey findings indicated that a majority of respondents frequently used Twitter for political information and felt motivated to vote because of their Twitter activity. Interviews highlighted the importance of real-time interaction and influencer support in increasing campaign visibility and voter engagement. The case study demonstrated a significant increase in voter turnout, attributed to the intensive use of Twitter during the campaign. The findings suggest that Twitter is a powerful tool for mobilizing voter participation, with strategic use of content and interactions playing key roles in successful campaigns. These insights offer practical recommendations for future political campaigns to leverage Twitter effectively to enhance voter engagement and turnout.