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ARTIFICIAL INTELLIGENCE (AI) ASSISTED MULTIMODALITY IN DIGITAL CAMPAIGN TEXTS IN THE PRESIDENTIAL ELECTION

Jurnal Ilmiah Ilmu Terapan Universitas Jambi · Vol. 10 No. 2 (2026) · pp. 1030–1042

DOI
10.22437/jiituj.v10i2.42675
ISSN
2580-2259, 2580-2240
Published
2026-04-30
Publisher
LPPM Universitas Jambi
Language
en
License
creativecommons.org/licenses/by/4.0

Abstract

This study examines the multimodality of verbal and visual modes in 2024 digital campaign texts combining linguistic approaches with artificial intelligence technology. Verbal mode analysis involves the use of multiple modes in discourse (Kress & Van Leeuwen, 2001). The use of AI helps identify patterns of visual-verbal relationships. The data and data sources are campaign texts for the 2024 General Election. Five social media platforms were used: WhatsApp, Facebook, Twitter, TikTok, and Instagram. Five online media platforms were selected: a) Detik.com, b) Kompas.com, c) Tribunnews.com, d) Liputan6.com, and e) cnbcindonesia.com. A total of 200 election texts were collected between May 2023 and February 2024. The collected data were qualitatively reviewed in the form of digital texts. The analysis results illustrate that AI-assisted multimodality in explaining the meaning of text in visual and verbal modes, such as: a) strengthening the meaning of the text. b) using a sarcastic style of language. c) The role of meaningful visual text has a relational nature: between illustrations and silhouettes, followed by the attributes of text as a material process. d) representing campaign text refers to how the semiotic system on objects and relationships outside the text and context, both directly and indirectly. The findings demonstrate that the visual language representing political campaign text serves as both an action and a reaction process, as well as a verbal and mental process, within the context of the situation.

Keywords

Collaboration network of the authors

8 authors · 16 co-authorship links · 7 across different organisations

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  • Universitas Sumatera Utara
  • State University of Medan
  • Universitas Muhammadiyah Sumatera Utara
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
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Co-authorOrganisationJoint articles
Irga SafiraUniversitas Sumatera Utara1
Ely Hayati NasutionUniversitas Sumatera Utara1
Yulianus HarefaUniversitas Sumatera Utara1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://online-journal.unja.ac.id/index.php/JIITUJ/oai, first harvested 5 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">ARTIFICIAL INTELLIGENCE (AI) ASSISTED MULTIMODALITY IN DIGITAL CAMPAIGN TEXTS IN THE PRESIDENTIAL ELECTION</dc:title>
	<dc:creator xml:lang="en">Putri, Dian Marisha</dc:creator>
	<dc:creator xml:lang="en">Mulyadi, Mulyadi</dc:creator>
	<dc:creator xml:lang="en">Rangkuti, Rahmadsyah</dc:creator>
	<dc:creator xml:lang="en">Saragih, Amrin</dc:creator>
	<dc:creator xml:lang="en">Amri, Yusni Khairul</dc:creator>
	<dc:subject xml:lang="en">Campaign Texts</dc:subject>
	<dc:subject xml:lang="en">Election 2024</dc:subject>
	<dc:subject xml:lang="en">Multimodality</dc:subject>
	<dc:subject xml:lang="en">The Role</dc:subject>
	<dc:description xml:lang="en">This study examines the multimodality of verbal and visual modes in 2024 digital campaign texts combining linguistic approaches with artificial intelligence technology. Verbal mode analysis involves the use of multiple modes in discourse (Kress &amp;amp; Van Leeuwen, 2001). The use of AI helps identify patterns of visual-verbal relationships. The data and data sources are campaign texts for the 2024 General Election. Five social media platforms were used: WhatsApp, Facebook, Twitter, TikTok, and Instagram. Five online media platforms were selected: a) Detik.com, b) Kompas.com, c) Tribunnews.com, d) Liputan6.com, and e) cnbcindonesia.com. A total of 200 election texts were collected between May 2023 and February 2024. The collected data were qualitatively reviewed in the form of digital texts. The analysis results illustrate that AI-assisted multimodality in explaining the meaning of text in visual and verbal modes, such as: a) strengthening the meaning of the text. b) using a sarcastic style of language. c) The role of meaningful visual text has a relational nature: between illustrations and silhouettes, followed by the attributes of text as a material process. d) representing campaign text refers to how the semiotic system on objects and relationships outside the text and context, both directly and indirectly. The findings demonstrate that the visual language representing political campaign text serves as both an action and a reaction process, as well as a verbal and mental process, within the context of the situation.</dc:description>
	<dc:publisher xml:lang="en">LPPM Universitas Jambi</dc:publisher>
	<dc:date>2026-04-30</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://online-journal.unja.ac.id/JIITUJ/article/view/42675</dc:identifier>
	<dc:identifier>10.22437/jiituj.v10i2.42675</dc:identifier>
	<dc:source xml:lang="en">Jurnal Ilmiah Ilmu Terapan Universitas Jambi; Vol. 10 No. 2 (2026): Volume 10, Nomor 2, April 2026; 1030-1042</dc:source>
	<dc:source>2580-2259</dc:source>
	<dc:source>2580-2240</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://online-journal.unja.ac.id/JIITUJ/article/view/42675/24157</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2026 Dian Marisha Putri, Mulyadi, Rahmadsyah, Amrin Saragih, Yusni Khairul</dc:rights>
	<dc:rights xml:lang="en">https://creativecommons.org/licenses/by/4.0</dc:rights>
</oai_dc:dc>