Memes and the Indonesian 2024 Presidential Elections: Performative Politics in an Illiberal Setting

Abstract

Memes played a significant role in the 2024 Indonesian presidential election, particularly in shaping illiberal and elite discourse. This study focuses on Gibran Rakabuming Raka, the eldest son of President Joko Widodo (2014-2024) and, since October 2024, the 14th vice president of Indonesia, a controversial figure who benefited from illiberal law and politics. Using digital observation of Gibran's Instagram and X accounts, this study examines how his humorous engagement with digital-native language mobilizes voters while intensifying intergenerational political conflict. The findings suggest that memes have evolved beyond digital campaign tools to resignify elite legitimation in an illiberal state. Furthermore, this study argues that technology consumption patterns have replaced the traditional class-based division of 'people versus elites' in populist narratives, signaling a shift toward digital nativism in Indonesia. By questioning whether memes function as grassroots resistance or elite control mechanisms, this research contributes to broader discussions on digital politics in Southeast Asia.