The Role of Social Media in Shaping Political Preferences of Novice Voters in the 2024 Simultaneous Regional Head Election in North Gorontalo Regency

Abstract

Despite the growing internet penetration among youth, there is still limited understanding of how digital platforms interact with traditional social structures in shaping local electoral choices. This study aims to analyze the role of social media in shaping the political preferences of first-time voters and to examine the factors influencing their choices in the 2024 North Gorontalo Regency Regional Election. Employing a qualitative descriptive method, data were gathered through observation, interviews, and documentation. The findings reveal that social media shapes political preferences primarily through its functions in political communication and political cooperation. Furthermore, the preferences of first-time voters are simultaneously influenced by three key determinants: the candidates' vision and mission, political party affiliation, and kinship ties. In conclusion, social media plays a crucial role as an information channel and a space for digital engagement; however, youth preferences remain bound to conventional factors like local kinship and party machinery. This underscores the implication that contemporary local campaign strategies must effectively integrate digital public relations with traditional grassroots approaches to capture the young voter segment.