PENGARUH MEME POLITIK TERHADAP CITRA POLITIK: ANALISIS MEME DIGITAL TERHADAP FIGUR BAHLIL LAHADALIA DI MEDIA SOSIAL

Abstract

This study aims to analyze the influence of political memes on the political image of Bahlil Lahadalia, a prominent national political figure who is frequently the subject of memes on social media. The study employs a descriptive qualitative method, drawing on digital media analysis and political communication theory. Data were collected by observing political memes on Instagram, TikTok, Twitter, and Facebook during the 2024–2025 period, supplemented by documentary research and digital discourse analysis. The results indicate that political memes possess significant power to shape public perception through message simplification, satirical humor, visual symbols, and the viral reproduction of political narratives. Memes about Bahlil tend to construct an ambiguous image, one that is populist, spontaneous, and close to the people, yet simultaneously generate controversial perceptions regarding his political communication skills and public policies. This study contributes to research on digital political communication and contemporary governance in Indonesia.