Online Reactions and Superficial Polarization: Public Response to Prabowo Subianto’s Gemoy Campaign in the 2024 Indonesian Election

Abstract

This article explores the impact of softfakes generated using artificial intelligence ( AI ) – softened or idealized images of political figures – on discussions related to Indonesia’s presidential election campaign in 2024. Through a combined analysis of computational text and critical discourse, this paper examines over 140,000 YouTube comments about Prabowo Subianto’s gemoy (being cute and adorable) branding strategy. The study shows that softfakes played a key role in changing Prabowo’s image from a stern figure to someone more relatable, expanding viral activity and division in online discussions. In contrast to deepfakes, which are deceptive, softfakes manipulate images in plain sight, in this case to sway voter sentiment, signalling a transition from covert disinformation to a campaign overtly focused on entertainment. Our research enhances prior studies about synthetic media and digital populism, emphasizing the subtle power of visual manipulation, which, despite being obvious, shapes democratic engagement and voter choices.