Adaptasi Strategi Politik Caleg Muda: Kajian Kepustakaan terhadap Perilaku Kampanye Gen Z dan Milenial pada Pemilu 2024

This study aims to analyze the adaptation of political strategies by young candidates, particularly Generation Z and millennials, in their campaign behavior in the 2024 elections. This study was conducted through a literature review of six relevant articles to provide a comprehensive overview of contemporary political campaign patterns, which are heavily influenced by developments in digital technology and social media. Platforms such as TikTok, Instagram, and Twitter have become key instruments for young candidates to build their image, convey political messages, and reach a wider audience of young voters. These campaign patterns are characterized by the use of personalization strategies, identity politics, and lifestyle-based approaches that are considered to be close to the preferences of Generation Z and millennials. However, based on a review of the literature, the success of young candidates' political strategies is not solely determined by digital popularity. There are other factors that are even more significant, namely the ability to combine modalities, cultural approaches, and adaptive strategies in accordance with the highly diverse social context of Indonesian society. Political modalities include social, economic, cultural, and symbolic capital that complement each other as a basis for electoral power. In addition, cultural approaches have been proven to strengthen political legitimacy through the integration of local values, culture, and religiosity, making young candidates more easily accepted across various social strata. Meanwhile, adaptive strategies allow them to combine offensive strategies—such as creative campaigns and progressive issues with defensive strategies that focus on maintaining their image and countering political attacks. Thus, it can be concluded that young candidates who successfully integrate these three aspects will have a stronger bargaining position in the political arena. They not only function as popular figures in the digital space, but also appear as political representatives rooted in local communities, relevant to the aspirations of the younger generation, and adaptive to changing times. This phenomenon marks the process of political regeneration in Indonesia towards a more participatory, representative, and inclusive direction.