Memetic persuasion and WhatsAppification in Indonesia’s 2019 presidential election

Abstract

This article examines the interplay between the creation of ‘meme factories’ by political elites, and their operationalisation through WhatsApp. It uses the case study of Indonesian President Joko Widodo’s (Jokowi’s) bid for re-election in 2019 to argue that political elites are leveraging meme culture’s association with popular voice to ‘astroturf’ public discourse, and that WhatsApp’s unique infrastructure advances that project. Drawing on interview data, we offer a holistic picture of the processes and structures implicated in this instance of astroturfing, with a focus on how WhatsApp is positioned within them. The authors’ access to campaigners affords a rare inside view of these processes and structures, and contributes to a growing body of work on the WhatsAppification of election campaigns globally. In addition, the article builds on scholarship on social media election campaigning in Indonesia by drawing attention to the role WhatsApp’s unique features play in surreptitiously influencing public discourse.