Commodification of Identity in Local Political Contests on Instagram
Komodifikasi Identitas Pada Kontestasi Politik Lokal di Instagram
Keywords:
Commodification of Identity, Simulacra, Instagram, Hyperreality, Sidoarjo Regional ElectionAbstract
Identity politics, such as ethnicity, religion, and local traditions, are often exploited to win political competition. Social media platforms like Instagram have become strategic media for building image and mobilizing support through visual content. This study examines the construction of political hyperreality by two official mayoral candidate accounts, namely @achmadamiraslichin and @cakband1, on the Instagram platform using Baudrillard's Simulacra and Simulation theory approach. By packaging visual posts, this couple creates a "hyperreality" that reinforces the narrative that they are the ideal choice for the people of Sidoarjo. This research aims to analyze the commodification of cultural Islamic identity in the local political contestation in Sidoarjo through the digital space, namely the Instagram platform during the Sidoarjo 2024 regional election. This research is a type of qualitative study using analysis through the theoretical perspective of Baudrillard. The Instagram platform, dominated by users of productive age (25–34 years), has become an arena for political simulation where visual images are more influential than actual programs. The implication is that identity politics on social media not only commodifies religion but also has the potential to trigger polarization, especially among young voters with limited digital literacy. This study shows that the 2024 Sidoarjo regional election is undergoing a digital transformation, where both candidates are utilizing cultural Islamic identity to build a religious image and closeness with voters, particularly Nahdliyyin residents.
References
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Hariyanto, D., Dharma, F. A., & Amalia, F. P. (2025). Komodifikasi Bahasa Lokal Sebagai Simulakra : Studi Kasus Pojok Kampung JTV Case Study of Pojok Kampung JTV. 10(1).
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Khamdan, M. (2022). Kontestasi dalam Politik Elektoral di Indonesia (Wiharyani (ed.)). A-Empat.
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Mosco, V. (2009). The Political Economy of Communication : Second Edition. London: Sage.
Mulyani, R. (2024). Dampak hiperealitas terhadap perilaku mahasiswa. Universitas Islam Negeri Raden Intan Lampung.
Nurahma, A., & Fikri, M. A. (2025). Analysis of Instagram Visual Content @ desa _ kemiren in Building Kemiren Village Tourism Image Analisis Konten Visual Instagram @ desa _ kemiren Dalam Membangun Citra Pariwisata Desa Kemiren. Kanal: Jurnal Ilmu Komunikasi, 13(2), 90–99. https://doi.org/10.21070/kanal.
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Saumantri, T., Hidayatulloh, T., & Meghatruh, D. D. (2023). Konsumerisme Beragama di Era Digital: Analisis Paradigma Postmodernisme Jean Baudrillard Terhadap Fenomena Beragama Umat Islam di Indonesia. Islamadina : Jurnal Pemikiran Islam, 24(2), 273. https://doi.org/10.30595/islamadina.v0i0.14961
Sonny. (2019). Peta Politik Identitas Di Indonesia : Sebagai Bakal Cawapres Bakal Capres Inkumben Joko Widodo Pada Pilpres 2019. Renaissance, 4(01), 443–455. www.ui.ac.id.
Subandi, Z. E., & Sadono, T. P. (2018). KOMODIFIKASI, SPASIALISASI, DAN STRUKTURASI DALAM MEDIA BARU DI INDONESIA (Ekonomi Politik Komunikasi Vincent Mosco Pada Line Webtoon). National Conference of Creative Industry, September, 5–6. https://doi.org/10.30813/ncci.v0i0.1297
Susilawati, A., Kusuma, I. W., Nurzen, M., & Rifki, A. (2025). Islam Kultural dan Islam Struktural mempertahankan identitas budaya mereka sembari mengintegrasikan nilai-nilai Islam ke peran signifikan dalam membentuk wajah Islam Nusantara . Wali Songo , misalnya , Islam di Jawa . Melalui seni dan budaya , mereka mampu menarik simpati masyarakat Indonesia . syncretism atau mencampuradukkan ajaran Islam dengan tradisi lokal . Di sisi lain , Islam dinamika sosial-politik di Indonesia . Dalam beberapa kasus , Islam struktural digunakan. 3.
Syahputra, I., Riyanto, W. F., Pratiwi, F. D., & Virga, R. L. (2024). Escaping social media: the end of netizen’s political polarization between Islamists and nationalists in Indonesia? Media Asia, 62–80. https://doi.org/10.1080/01296612.2023.2246726
Tempo. (2018). Ahok Bakal Bebas Januari 2019, Begini Kilas Balik Kasusnya. Tempo.Co. https://www.tempo.co/hukum/ahok-bakal-bebas-januari-2019-begini-kilas-balik-kasusnya-789846?in=1&n_token=eyJ0eXAiOiJKV1QiLCJhbGciOiJIUzI1NiJ9.eyJ0b2tlbiI6Ijc4YWI0NGE2YWM3NjgxM2YzMjBlNTk4YTQ5OTVjMGNiIn0.HoImL3fvHzeCGx27uZoPTknI12f3o10KJKfVR7FNnE8
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Al-Aliyah, A., Abadi, T. W., & Dharma, F. A. (2020). Rite Communication in The Nyadran Traditionin in Sidoarjo Komunikasi Ritus dalam Tradisi Nyadran di. Kanal: Jurnal Ilmu Komunikasi, 9(1), 22–27. https://doi.org/10.21070/kanal.v9i1.796
Andreas, R. (2020). Instagram Dalam Perspektif Masyarakat Tontonan “Gejayan Memanggil.” Jurnal Ilmiah Dinamika Sosial, 4(1), 43. https://doi.org/10.38043/jids.v4i1.2259
Arief, I. A., Lestari, I., & Simatupang, Y. (2023). Kontestasi Wacana Politik Identitas Dalam Ruang Digital Menjelang Pemilihan Gubernur Sulawesi Tenggra. Journal Publicuho, 6(4), 1311–1324. https://doi.org/10.35817/publicuho.v6i4.272
Asharudin, R. (2023). Analisis Pemikiran Jean Baudrillard tentang Simulasi dan Realitas dalam Konteks Era Digital. Gunung Djati Conference Series, 24, 906–921. https://conferences.uinsgd.ac.id/index.php/gdcs/article/view/1682/1205
Baudrillard, J. (1981). Simulacra and Simulation. University of Michigan Press.
Baudrillard, J. (1994). Simulacra and Simulation: The Precession of Simulacra. The University of Michigan Press. https://books.google.co.id/books/about/Simulacra_and_Simulation.html?hl=id&id=9Z9biHaoLZIC&redir_esc=y
Boyer, L., Brunner, B. R., Charles, T., & Coleman, P. (2006). Managing Impressions in a Virtual Environment: Is Ethnic Diversity a Self-Presentation Strategy for Colleges and Universities? Journal of Computer-Mediated Communicatin, 12(1), 136–154. https://doi.org/10.1111/j.1083-6101.2006.00318.x
Darmawan, A. D. (2024). Jumlah Penduduk Kabupaten Sidoarjo 2 Juta Jiwa Data per 2024. Databoks.Katadata.Co.Id. https://databoks.katadata.co.id/demografi/statistik/f523a8a662297a7/jumlah-penduduk-kabupaten-sidoarjo-2-juta-jiwa-data-per-2024
DataIndonesia.id. (2024). 8 Negara Pengguna Instagram Terbesar. Instagram. https://www.instagram.com/dataindonesia_id/p/DCLU_MmpV95/
Detikjatim. (2024). Subandi Buka Suara Usai Dinonaktifkan PKB gegara Maju Pilbup Sidoarjo Baca artikel detikjatim. Detik.Com. https://www.detik.com/jatim/pilkada/d-7522987/subandi-buka-suara-usai-dinonaktifkan-pkb-gegara-maju-pilbup-sidoarjo
Dharma, F. A., Hariyanto, D., & Muharram, F. (2023). Construction of Political Identity on Instagram: Unveiling the Kadrun Hashtag Movement in Indonesia’s 2024 Presidential Election. Academia Open, 8(2), 1–18. https://doi.org/10.21070/acopen.8.2023.6922
Fajri, P. C. (2023). Dominasi Politik Identitas dalam Kontestasi Politik Indonesia serta Mitigasinya Jelang Pemilu 2024. Jurnal Demokrasi Dan Politik Lokal, 5(2), 1–14. http://jdpl.fisip.unand.ac.id/index.php/jdpl/article/view/436%0Ahttp://jdpl.fisip.unand.ac.id/index.php/jdpl/article/download/436/80
Fajri, P. C. (2024). POLITEIA : Jurnal Ilmu Politik Dominasi Politik Identitas dalam Kontestasi Politik Indonesia dan Mitigasinya Jelang Pemilu 2024. 16(02), 66–73.
Fitria Hendriany. (2023). Personal Branding Content Creator Vina Muliana Di Media Sosial Tiktok @Vmuliana. Universitas Islam Negeri Sultan Syarif Kasim Riau.
Haboddin, M. (2012). Menguatnya Politik Identitas Di Ranah Lokal. Journal of Government and Politics, 3(1), 109–126. https://doi.org/10.18196/jgp.2012.0007
Hariyanto, D. (2018). Commodification of Umrah Worship in Capitalism Umrah Travel in Indonesia. IOSR Journal Of Humanities And Social Science (IOSR-JHSS, 23(10), 77–86. https://doi.org/10.9790/0837-2310047786
Hariyanto, D., Dharma, F. A., & Amalia, F. P. (2025). Komodifikasi Bahasa Lokal Sebagai Simulakra : Studi Kasus Pojok Kampung JTV Case Study of Pojok Kampung JTV. 10(1).
Hariyanto, D., Dharma, F. A., Yussof, I., & Muharram, F. (2024). The Hyperreality of Identity Politics on Social Media. Communicatus: Jurnal Ilmu Komunikasi, 8(June), 20. https://doi.org/10.15575/cjik.v8i1.28356
Jatimupdate. (2024). Mas Iin dan Mas Edi Usung Tagline SAE Daftar Paling Akhir ke KPU Sidoarjo. Jatimupdate.Id. https://jatimupdate.id/baca-8705-mas-iin-dan-mas-edi-usung-tagline-sae-daftar-paling-akhir-ke-kpu-sidoarjo
Karman, Hamad, I., & Rusadi, U. (2023). Commodification of instrumental Islamic piety in Indonesian political contestation 2019. Asian Journal of Communication, 1–19. https://doi.org/https://doi.org/10.1080/01292986.2023.2295871
Khamdan, M. (2022). Kontestasi dalam Politik Elektoral di Indonesia (Wiharyani (ed.)). A-Empat.
KominfoJatim, D. (2024). KPU Sidoarjo Pleno Terbuka Tetapkan Nomor Urut Paslon Pilkada 2024. Kominfo.Jatimprov.Go.Id. https://kominfo.jatimprov.go.id/berita/kpu-sidoarjo-pleno-terbuka-tetapkan-nomor-urut-paslon-pilkada-2024#:~:text=Jatim Newsroom - KPU Kabupaten Sidoarjo,Kepala Daerah (Pilkada) 2024.
Lestari, D. (2019). Pilkada DKI Jakarta 2017 : Dinamika Politik Identitas di Indonesia. JUPE : Jurnal Pendidikan Mandala, 4(4), 12. https://doi.org/10.58258/jupe.v4i4.677
Mosco, V. (2009). The Political Economy of Communication : Second Edition. London: Sage.
Mulyani, R. (2024). Dampak hiperealitas terhadap perilaku mahasiswa. Universitas Islam Negeri Raden Intan Lampung.
Nurahma, A., & Fikri, M. A. (2025). Analysis of Instagram Visual Content @ desa _ kemiren in Building Kemiren Village Tourism Image Analisis Konten Visual Instagram @ desa _ kemiren Dalam Membangun Citra Pariwisata Desa Kemiren. Kanal: Jurnal Ilmu Komunikasi, 13(2), 90–99. https://doi.org/10.21070/kanal.
Republikjatim.com. (2024). Usung Tagline BAIK, Paslon Subandi dan Mimik Idayana Resmi Mendaftar ke KPU Sidoarjo. Republikjatim.Com. https://republikjatim.com/news-11765-usung-tagline-baik-paslon-subandi-dan-mimik-idayana-resmi-mendaftar-ke-kpu-sidoarjo
Sari, N. (2017). Kaleidoskop Kasus Hukum Ahok: Aksi 212 hingga Tangisan Veronica dan Djarot. Kompas.Com. https://megapolitan.kompas.com/read/2017/12/20/10143611/kaleidoskop-kasus-hukum-ahok-aksi-212-hingga-tangisan-veronica-dan-djarot?lgn_method=google&google_btn=onetap
Saud, M., Ida, R., Mashud, M., Yousaf, F. N., & Ashfaq, A. (2023). Cultural dynamics of digital space: Democracy, civic engagement and youth participation in virtual spheres. International Journal of Intercultural Relations. International Jurnal of Intercultural Relations. https://doi.org/https://doi.org/10.1016/j.ijintrel.2023.101904
Saumantri, T., Hidayatulloh, T., & Meghatruh, D. D. (2023). Konsumerisme Beragama di Era Digital: Analisis Paradigma Postmodernisme Jean Baudrillard Terhadap Fenomena Beragama Umat Islam di Indonesia. Islamadina : Jurnal Pemikiran Islam, 24(2), 273. https://doi.org/10.30595/islamadina.v0i0.14961
Sonny. (2019). Peta Politik Identitas Di Indonesia : Sebagai Bakal Cawapres Bakal Capres Inkumben Joko Widodo Pada Pilpres 2019. Renaissance, 4(01), 443–455. www.ui.ac.id.
Subandi, Z. E., & Sadono, T. P. (2018). KOMODIFIKASI, SPASIALISASI, DAN STRUKTURASI DALAM MEDIA BARU DI INDONESIA (Ekonomi Politik Komunikasi Vincent Mosco Pada Line Webtoon). National Conference of Creative Industry, September, 5–6. https://doi.org/10.30813/ncci.v0i0.1297
Susilawati, A., Kusuma, I. W., Nurzen, M., & Rifki, A. (2025). Islam Kultural dan Islam Struktural mempertahankan identitas budaya mereka sembari mengintegrasikan nilai-nilai Islam ke peran signifikan dalam membentuk wajah Islam Nusantara . Wali Songo , misalnya , Islam di Jawa . Melalui seni dan budaya , mereka mampu menarik simpati masyarakat Indonesia . syncretism atau mencampuradukkan ajaran Islam dengan tradisi lokal . Di sisi lain , Islam dinamika sosial-politik di Indonesia . Dalam beberapa kasus , Islam struktural digunakan. 3.
Syahputra, I., Riyanto, W. F., Pratiwi, F. D., & Virga, R. L. (2024). Escaping social media: the end of netizen’s political polarization between Islamists and nationalists in Indonesia? Media Asia, 62–80. https://doi.org/10.1080/01296612.2023.2246726
Tempo. (2018). Ahok Bakal Bebas Januari 2019, Begini Kilas Balik Kasusnya. Tempo.Co. https://www.tempo.co/hukum/ahok-bakal-bebas-januari-2019-begini-kilas-balik-kasusnya-789846?in=1&n_token=eyJ0eXAiOiJKV1QiLCJhbGciOiJIUzI1NiJ9.eyJ0b2tlbiI6Ijc4YWI0NGE2YWM3NjgxM2YzMjBlNTk4YTQ5OTVjMGNiIn0.HoImL3fvHzeCGx27uZoPTknI12f3o10KJKfVR7FNnE8
Wardani, L. D. K. (2023). Simulacra and Hyperreality in Lorcan Finnegan ’ s Vivarium (2019). LITERA KULTURA: Journal of Literary and Cultural Studies, 11(2), 1–7.
Wolff, H. N. (2025). Pangsa Pengguna Instagram di Indonesia 2024, Berdasarkan Kelompok Usia. Statisca.Com. https://www.statista.com/statistics/1078350/share-of-instagram-users-by-age-indonesia/#:~:text=According to information from NapoleonCat,female and 45.8 percent male
Wulandari, C. D. (2023). Fenomena Buzzer Di Media Sosial Jelang Pemilu 2024 Dalam Perspektif Komunikasi Politik. Avant Garde, 11(1), 134. https://doi.org/10.36080/ag.v11i1.2380
Zulkarnain, A. (2024). Diusung Sembilan Partai, Achmad Amir Aslichin-Edi Widodo Daftar di Detik Terakhir: Target 80 Persen Suara. Suaraindonesia.Co.Id. https://suaraindonesia.co.id/news/politik/66d11826f10f7/Diusung-Sembilan-Partai-Achmad-Amir-Aslichin-Edi-Widodo-Daftar-di-Detik-Terakhir-Target-80-Persen-Suara
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2025-08-31
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Amalia, F. P., & Dharma, F. A. (2025). Commodification of Identity in Local Political Contests on Instagram: Komodifikasi Identitas Pada Kontestasi Politik Lokal di Instagram. Kanal: Jurnal Ilmu Komunikasi, 14(1), 79–89. Retrieved from https://kanal.umsida.ac.id/index.php/kanal/article/view/1926
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Copyright (c) 2025 Fara Putri Amalia, Ferry Adhi Dharma
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