Social Media and Political Campaign Political Communication Strategies in the 2018 East Java Governor Election
DOI:
https://doi.org/10.61841/bqxnkw80Keywords:
Political Campaigns Strategies, Models of Political Campaigns, Social Media Netnography, Governor ElectionAbstract
The regional election has been carried out simultaneously throughout Indonesia in June 2018. Candidates were competing to draw public attention and sympathy by employing communication via social media. Through social media, candidates can share information on their visions, missions, and major programs. The study is aimed at identifying the political strategies and campaign model employed by the social media campaign team of Syaifullah Yusuf (Gus Ipul)-Puti Guntur Soekarno Putri in the 2018 Governor Election. The study was conducted using the netnography method in a qualitative/quantitative paradigm. Data collection was carried out through observation of interactive communication on social media, in-depth interviews, and a literature review. The analysis was conducted using thematic analysis in accordance with the steps in netnography analysis, i.e., by using NVIVO software as the qualitative analysis instrument. The objective of the study was to identify the strategies employed during the campaign for Gus Ipul-Puti Guntur Soekarno Putri. In addition to the open campaign and door-to-door campaign to social communities of smaller sizes, the candidate’s team also campaigned via social media (Facebook, Instagram, YouTube, and Twitter). The model of campaign employed was an in-person campaign and via social media networks. The campaign also included a conventional model, i.e., employing the primary components contained in the delivery and receipt of campaign messages. The campaign model describes that the source (campaign maker) holds a dominant role. He/she is to build messages aimed at creating changes in the targeted audiences (campaign recipients).
Downloads
References
[1] Batari, A.D.W. (2017). Kekuatan Politik Media Sosial Dalam Pemenangan Bupati Dan Wakil Bupati Pada
Pemilihan Kepala Daerah Serentak Kabupaten Bulukumba Tahun 2015. Retrieved from
http://repository.unhas.ac.id/ handle/123456789/25497
[2] Berger, C.R., Roloff, M.E., & Roskos-Ewoldsen, D.R. (2011). The Handbook of Communication Science.
USA: Wads woth.
[3] Budi, A. (2016). Ini Keunikan yang Hanya dimiliki Masyarakat Jawa Timur. Retrieved from
https://www.goodnewsfromindonesia.id/2016/12/27/ini-keunikan-yang-hanya-dimiliki- masyarakat-jawatimur
[4] Gershon, R.A. (2016). Digital Media and Innovation: Management and design strategies in communication,
Los Angeles: Sage
[5] Hague, B.N. & Loader, B.D. (1999). Digital Democracy: Discourse and Decision Making in the Information
Age. London: Routledge
[6] Heryanto, G.G. & Zarkasy, I. (2012). Public Relation Politik. Jakarta: Ghalia Indonesia Hughes, A. & S.
Dann. (2004). Political Marketing 2006: Direct benefit, Value, and Managing the Voter Relationship,
presented at Australian and New Zealand Marketing Academy Conference, Queensland University of
Technology, 4-6 December
[7] Johansson, T. & Andreasson, J. (2017). The Web of Loneliness: A Netnographic Study of Narratives of Being Alone in an Online Context. Social Sciences, 6(3), 101. Retrieved from
https://doi.org/10.3390/socsci6030101
[8] Kozinets, R.V. (2013). Netnography: Doing Etnographic Research Online. London: Sage Nasrullah, R.
(2017). Media Sosial. Bandung: PT Remaja Rosdakarya
[9] Newmann, B.I. (1999). The Mass Marketing of Politics. Thousand Oaks, CA: Sage.
[10] Perloff, R.M. (2018). The Dynamics of Political Communication: Media and Politics in a Digital Age.
London: Taylor and Francis Ltd.
[11] Rachmaniar, R.A. (2018). Gaya Komunikasi Calon Kepala Daerah Menjelang Pilkada Pada Media Sosial
Instagram. SOSIOGLOBAL 2(2), 49-57
[12] Raenaldy, A., Erviantono, T., & Bandiyah. (2017). Hubungan antara Media Sosial terhadap Peluang
Kemenangan Pasangan Calon Gubernur DKI Jakarta Pada Pilkada 2017 (Studi Wilayah Jakarta Utara).
[13] Tinangon, M.Y. (2019). Anatomi Definisi Kampanye 2019.
[14] Utomo, W. P. (2013). Menimbang Media Sosial dalam Marketing Politik di Indonesia: Belajar dari JokowiAhok di Pilkada DKI Jakarta 2012. Jurnal Ilmu Sosial Dan Ilmu Politik, 17(1), 67-84
[15] Rachmaniar, R.A. 2018. Gaya Komunikasi Calon Kepala Daerah Menjelang Pilkada Pada Media Sosial
Instagram. SOSIOGLOBAL 2(2), 49-57
[16] Raenaldy, A., Erviantono, T., & Bandiyah. 2017. Hubungan antara Media Sosial terhadap Peluang
Kemenangan Pasangan Calon Gubernur DKI Jakarta Pada Pilkada 2017 (Studi Wilayah Jakarta Utara).
Retrieved from https://ojs.unud.ac.id/index.php/politika/article/view/33205/20053
[17] Batari, A.D.W. 2017. Kekuatan Politik Media Sosial Dalam Pemenangan Bupati Dan Wakil Bupati Pada
Pemilihan Kepala Daerah Serentak Kabupaten Bulukumba Tahun 2015.
[18] Johansson, T., & Andreasson, J. 2017. The Web of Loneliness: A Netnographic Study of Narratives of
Being Alone in an Online Context. Social Sciences, 6(3), 101.
[19] Roger & Storey (19870 in Berger, C.R., Roloff, M.E., & Roskos-Ewoldsen, D.R. 2011. The Handbook of
Communication Science. USA: Wadsworth
[20] Larson (1992 in Heryanto, G.G. & Zarkasy, I. 2012. Public Relation Politik. Jakarta: Ghalia Indonesia
[21] Newmann, B.I. 1999. The Mass Marketing of Politics. Thousand Oaks, CA: Sage
[22] Hughes, A. & S. Dann. 2004. Political Marketing 2006: Direct benefit, Value, and Managing the Voter
Relationship, presented at Australian and New Zealand Marketing Academy Conference, Queensland
University of Technology, 4-6 December
[23] Tinangon, M.Y. 2019. Anatomi Definisi Kampanye 2019.
[24] Newmann, B.I. 1999. The Mass Marketing of Politics. Thousand Oaks, CA: Sage
[25] Venus (2004 in Heryanto, G.G. & Zarkasy, I. 2012. Public Relation Politik. Jakarta: Ghalia Indonesia
[26] Utomo, W. P. 2013. Menimbang Media Sosial dalam Marketing Politik di Indonesia: Belajar dari JokowiAhok di Pilkada DKI Jakarta 2012. Jurnal Ilmu Sosial Dan Ilmu Politik, 17(1), 67-84
[27] Gershon, R.A. 2016. Digital Media and Innovation: Management and design strategies in
communication, Los Angeles: Sage
[28] Priyowidodo, G., Swestin, G., & Nur V.T. 2014. The Faces of Conflict in a Political Organization: The case
of the Indonesia Democracy Party of Struggle (Partai Demokrsi Indonesia Perjuangan PDI-P).
Mediterranean Journal of Social Sciences, 5(19), 608.
[29] Priyowidodo, G. (2016). Politics and Organization in Opposition: Patterns of Communication and
Decision-making in Parti Keadilan Rakyat (The People’s Justice Party) of Malaysia. The Social Sciences,
11(2): 113-119.
[30] Kozinet, R.V. (2013). Netnography: Doing Etnography Research Online, London: Sage
Downloads
Published
Issue
Section
License
Copyright (c) 2024 Author
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
