ABSTRACT

Studies of women candidates and social media campaigns in many countries around the world identify an increasing trend towards personalization in elections. This article examines the pattern of personalization at the local level in the world’s largest democratic Muslim country, Indonesia, where this important phenomenon has not yet been explored. The most interesting element of our findings is the characteristic of personalization in social media campaigns through the use of Islamic personalization. This article explains the motives and personalities of women candidates who used Islamic personalization on their social media campaigns in local parliamentary elections in Indonesia. For female candidates, Islamic personalization is a campaign strategy to get closer to voters and, at the same time, to create a pious image for them. The greater the development of Islamic personalization, the higher the level of positive responses. Islamic personalization and social media increase the number of alternative media campaigns for women candidates to fight in the election, and not merely to fulfil the quota requirements. This study explains the significantly increasing trend of Islamic personalization in social media, which has supported growing political participation for women in electoral campaigns, and their representation in local parliaments.

摘要

对世界各地许多国家的女性候选人和社交媒体运动的研究表明，选举中的个性化趋势正在增强。本文研究了世界上最大的民主穆斯林国家印度尼西亚的本地化个性化模式，该国尚未探讨这一重要现象。我们发现的最有趣的元素是通过使用伊斯兰个性化在社交媒体活动中进行个性化的特征。本文介绍了在印度尼西亚地方议会选举中将伊斯兰个性化用于其社交媒体活动中的女候选人的动机和个性。对于女性候选人来说，伊斯兰个性化是一种竞选策略，旨在使其与选民更接近，同时为选民树立虔诚的形象。伊斯兰个性化的发展越大，积极回应的水平就越高。伊斯兰的个性化和社交媒体增加了供女性候选人参加竞选而不只是为了满足配额要求的替代媒体运动的数量。这项研究解释了伊斯兰个性化在社交媒体中的显着增长趋势，这支持了妇女越来越多地参与选举活动以及她们在地方议会中的代表地位。