The Phenomenon Of Artist Commodification As Votegetter For West Java DPW PAN Legislative Candidates

Abstract

This research examines the phenomenon of artist commodification as a votegetter in Indonesian elections, with a particular focus on the National Mandate Party (PAN) in West Java. In the context of changing the electoral system from closed to open proportional, artists are identified as legislative candidates who utilize their popularity to gain votes. The purpose of this study is to analyze the meaning of artists in the process of political commodification as well as the factors that influence PAN in commodifying artists as vote getters. This research uses Vincent Mosco's commodification theory. The research method used is a qualitative content analysis approach with primary and secondary data analysis from various sources. The results show that the commodification of artists occurs through three main mechanisms: the transfer of artists' profession into politicians, the role of political parties as producers who package artists as political products, and voters who act as consumers in a popularity-based political system. The main factors driving PAN to recruit artists are their electoral appeal among young voters, the effectiveness of social media in political campaigns, and the positive image that artists have in society. However, there are concerns that voters may be more focused on image and popularity rather than policy substance, potentially reducing the quality of democracy. In addition, this study found that the popularity of artists serves as a strategic asset for political parties in attracting voters' attention, while challenges related to the competence and integrity of artists need to be watched out for.