The Audience Reception and AI in the Political Campaign of the 2024 Bali District Heads Election
Keywords:
Keywords: Artificial Intelligence; political campaign; reception theoryAbstract
Artificial Intelligence (AI), often referred to as artificial intelligence technology, is a new technology used to help solve various human needs in various aspects. One of these aspects is related to politics. With the existence of AI, political contestation is increasingly colourful and provides a new perspective for the community. The purpose of this study is to analyse the audience's reception of the use of artificial intelligence (AI) in political campaigns in the 2024 Bali district heads election using Stuart Hall's theory. The Encoding-Decoding process becomes the reference of this research in understanding how campaign messages poured through AI technology are received, interpreted, and consumed by audiences with diverse social and cultural backgrounds. This research uses a qualitative approach with in-depth interviews, observation, and analysing documentation to explore Balinese audiences' views on the use of AI in political campaigns. The main focus of this research is to understand how Balinese people with strong socio-cultural characteristics can adapt and interpret political messages delivered through various AI-based media tools and whether this understanding is in accordance with the intention of the sender of the message or there are influences from local factors. The results show that there are different ways in which Balinese audiences interpret AI-based campaign messages. There is a positive acceptance due to easy, fast and relevant access to information. However, on the other hand, there is a sense of concern about deprivation of privacy and manipulation of opinions. The findings are expected to provide insights into how AI-based technology can influence the dynamics of political communication through campaigns. In addition, this research also emphasises the need to increase media literacy both conventionally and digitally in order to be more critical in receiving political messages received, one of which is through AI.
Keywords: Artificial Intelligence; political campaign; reception theory
Downloads
References
Arrianie, L. (2021). Komunikasi Politik Dramatisme dan Pencitraan Politisi di Panggung Politik. Depok: PT Rajagrafindo Persada.
Budi, H. P., Sasany, N. D., & Fu'adin, A. (2024). ANALISIS DAMPAK PENGGUNAAN ARTIFICIAL INTELLIGENCE (AI) DALAM KAMPANYE POLITIK TERHADAP ART ILLUSTRATOR. Kohesi: Jurnal Sains dan Teknologi, 3(4), 46-56.
Farid, A. S. (2023). Penggunaan media sosial dalam kampanye politik dan dampaknya terhadap partisipasi politik dan persepsi publik. QAULAN: Jurnal Komunikasi Dan Penyiaran Islam, 4(1), 45-50.
Gibson, R. (2023). 10 Ways Artificial Intelligence Is Transforming Instructional Design. Louisville, CO: EDUCAUSE REVIEW.
Haris, F., & Azwar, A. (2024). Analisis Resepsi Kelompok Pemilih Pemula Pemilu 2024 terhadap Iklan Politik Audiovisual Partai Amanat Nasional (PAN). Jurnal Riset Komunikasi, 7(1), 139-158.
Heryanto, G. (2018). Media Komunikasi Politik Relasi Kuasa Media di Panggung Politik. Yogyakarta: DIVA Press.
Mahendra, G. S., Ohyver, D. A., Judijanto, L., Abadi, A., Harto, B., Anggara, I. A., . . . Sutarwiyasa, I. K. (2024). Tren Teknologi AI (Pengantar, Teori dan Contoh Penerapan Artificial Intelligence di Berbagai Bidang). Jambi: PT. Sonpedia Publishing Indonesia.
Majid, N. (2023). Strategi Komunikasi Politik Dalam Pemilihan Umum Di Era Digital. PERSEPTIF: Jurnal Ilmu Sosial Dan Humaniora, 1(2), 53-61.
Muhaemin, M. (2024). PENGGUNAAN GAMBAR ARTIFICIAL INTELLIGENCE (AI) DALAM KAMPANYE PEMILIHAN GUBERNUR: ANALISIS DISKURSUS VISUAL. Jurnal Imajinasi, 8(2).
Nurfebriansyah, A. R., & Erviantono, T. (2025). Pemahaman dan Partisipasi Politik Generasi Z Provinsi Bali Dalam Menyambut Pemilu 2024. Journal Ilmu Sosial, Politik dan Pemerintahan, 14(1), 573-586.
Suacana, I. W. (2024). Mencermati Budaya Politik Masyarakat Bali. Bali: Majalah Craddha.
Triartanto, A. Y., Mutiah, T., Suriyanto, A. D., Atmaja, J., & Nurdiansyah, C. (2024). SIMULACRUM PEMANFAATAN ARTIFICIAL INTELLIGANCE PADA KAMPANYE POLITIK PILPRES DAN WAPRES 2024 MELALUI VIDEO TIKTOK. NIVEDANA: Jurnal Komunikasi dan Bahasa, 5(2), 249-262.
Utami, R. I., & Herdiana, A. (2021). Pemaknaan Pendengar Terhadap Iklan Testimoni Nutrisi Herbal Nariyah Di Radio Kasihku FM Bumiayu Dalam Teori Resepsi Stuart Hall. Sadharananikarana: Jurnal Ilmiah Komunikasi Hindu, 3(2), 509-520.
Wekke, I. S. (2019). Metode Penelitian Sosial. Yogyakarta: Gawe Buku.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 A.A.A. Ngurah Sumitha Ghanjali
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Ultimacomm Jurnal Ilmu Komunikasi allows readers to read, download, copy, distribute, print, search, or link to its articles' full texts and allows readers to use them for any other lawful purpose. The journal allows the author(s) to hold the copyright without restrictions. Finally, the journal allows the author(s) to retain publishing rights without restrictions
1. Authors are allowed to archive their submitted article in an open access repository
2. Authors are allowed to archive the final published article in an open access repository with an acknowledgment of its initial publication in this journal
