Gender Identity Moderation In Digital Campaigns: Content Analysis of Idah Syahidah's TikTok Account in the 2024 Regional Elections

Ralwin Paudi; Noval Sufriyanto Talani; Sumarjo

doi:10.63922/ijebir.v5i04.4805

Ralwin Paudi Department Of Communication Science, Faculty Of Social Sciences, Gorontalo State University, Indonesian.
Noval Sufriyanto Talani Department Of Communication Science, Faculty Of Social Sciences, Gorontalo State University, Indonesian.
Sumarjo Department Of Communication Science, Faculty Of Social Sciences, Gorontalo State University, Indonesian.

DOI: https://doi.org/10.63922/ijebir.v5i04.4805

Keywords: Gender Identity Moderation, Digital Campaign, TikTok

Abstract

This study addresses the challenge of how female politicians moderate their gender identity in digital campaigns, particularly in the context of a patriarchal society like Gorontalo, where traditional femininity and professional expectations are often confronted with dilemmas. The main objective of this study is to analyze and explain how gender identity moderation is displayed through front-stage elements (setting, appearance, and manner) in Idah Syahidah's digital campaign content on TikTok during the 2024 regional elections. Using a qualitative approach and Philipp Mayring's Qualitative Content Analysis model, this study systematically examines how visual and narrative data combine characteristics of traditional femininity and neutral professionalism into a unified strategy. This analysis is based on a conceptual blend of Erving Goffman's Dramaturgy Theory, Judith Butler's Gender Performativity Theory, and Eagly and Karau's Role Congruity Theory. The research findings indicate that gender identity moderation is constructed through an adaptive blend of traditional feminine values and demands for neutral professionalism. Idah Syahidah strategically leverages the TikTok platform to negotiate her gender identity, offering a leadership image that is both socially acceptable and socioculturally legitimate. This process involves aligning personal intimacy with professional capacity, demonstrating that women's leadership at the regional level can achieve solid legitimacy without having to abandon inherent gender characteristics.

References

Abidin, C. (2020). Mapping Internet Celebrity on TikTok: Exploring Attention Economies and Visibility Labours. Cultural Science Journal, 12(1), 77–103. https://doi.org/10.5334/csci.140
Adriani, S., & Maulia, S. T. (2024). Partisipasi Perempuan dalam Politik. Journal of Practice Learning and Educational Development, 4(2), 131–136. https://doi.org/10.58737/jpled.v4i2.287
Akmal, W. J., Fatmariza, F., Montessori, M., & Irwan, I. (2024). Persepsi pemilih pemula terhadap berita politik di media sosial tiktok. Journal of Education, Cultural and Politics, 4(3), 602–609. https://doi.org/10.24036/JECCO.V4I3.576
Eagly, A. H., & Karau, S. J. (2002). Role congruity theory of Prejudice Toward Female Leaders. https://doi.org/10.1037/0033-295X.109.3.573
Feeney, M. K., & Camarena, L. (2021). Gender, Race, and Diversity Values Among Local Government Leaders. Review of Public Personnel Administration, 41(1), 105–131. https://doi.org/10.1177/0734371X19865009
Fikri, M., Dimas Akhsin Azhar, & Slamet Parsono. (2025). Representasi Citra Politik Calon Gubernur Jawa Barat Tahun 2024 di TikTok. Indonesian Journal of Digital Public Relations (IJDPR), 3(2), 74–88. https://doi.org/10.25124/ijdpr.v3i1.8422
Goffman, E. (1959). The Presentation of Self Everyday Life (Monograph No.2). University of Edinburgh, Social Sciences Research Centre.
Hidayati, F. R. (2021). Komunikasi Politik dan Branding Pemimpin Politik Melalui Media Sosial: A Conceptual Paper. Jurnal Lensa Mutiara Komunikasi, 5(2), 145–161. https://doi.org/10.51544/JLMK.V5I2.2385
Kläy, Y., Eichenberger, R., Portmann, M., & Stadelmann, D. (2025). Substantive Representation of Women: Empirical Evidence. British Journal of Political Science, 55, e32. https://doi.org/10.1017/S0007123424000528
Mayring, P. (2014). Qualitative Content Analysis: Theoretical Foundation, Basic Procedures and Software Solution. Beltz.
Mazzuca, C., Borghi, A. M., Van Putten, S., Lugli, L., Nicoletti, R., & Majid, A. (2024). Gender is conceptualized in different ways across cultures. Language and Cognition, 16(2), 353–379. https://doi.org/10.1017/langcog.2023.40
Putri, S. W., & Fridiyanti, Y. N. (2024). Partisipasi Politik Perempuan di Kabupaten Kendal Pasca Pemilu 2024. Resolusi: Jurnal Sosial Politik, 7(1), 13. https://doi.org/10.32699/resolusi.v7i1.7531
Riyanto, A. D. (2024, February 21). Hootsuite (We are Social): Data Digital Indonesia 2024 - Dosen, Praktisi, Konsultan, Pembicara/Fasilitator Digital Marketing, Internet marketing, SEO, Technopreneur dan Bisnis Digital. https://andi.link/hootsuite-we-are-social-data-digital-indonesia-2024/
Yakubu, D. Y., & Onwuegbuchulam, A. N. (2025). Barriers And Opportunities For Increasing Female Participation In Political Process, Especially In Traditional Patriarchal Societies. International Journal of Law, Politics and Humanities Research. https://doi.org/10.70382/caijlphr.v7i6.008
Yoteni, A. A., Rizqi, A., & Tasty, H. N. (2023). Strategi Kampanye Inklusif : Mengoptimalkan Penggunaan Bahasa dan Simbol-Simbol yang Responsif Gender untuk Mendukung Partisipasi Politik Perempuan di Indonesia. Action Research Literate, 7(9). https://doi.org/10.46799/arl.v7i9.156
Zahra, S. A., Manogari, R. R., & Islami, D. I. (2024). Kampanye Digital Politisi Muda Adiguna Daniel Dalam Membangun Personal Branding Melalui Tiktok. Jurnal Cyber PR, 4(2), 168–179. https://doi.org/10.32509/cyberpr.v4i2.4638\