DOI: https://doi.org/10.14710/politika.15.1.2024.1-20

Strategi Komunikasi Politik melalui Media Sosial oleh Calon Presiden Indonesia 2024

1Universitas Diponegoro, Semarang, Jawa Tengah , Indonesia

2Universitas Indonesia, Depok, Jawa Barat , Indonesia

Open Access Copyright (c) 2024 Politika: Jurnal Ilmu Politik under https://creativecommons.org/licenses/by-sa/4.0/.

Citation Format:
Abstract

Interactivity is among the powerful characteristic that differ social media with another kind of conventional media. Social media can facilitate any kind of communication practice, including political communication. Political communication highly needs the use of media to obtain their objectives, specifically for politician to persuade voters to choose them on election. This study aim to discover the social media strategy used by Indonesia president candidates 2024. Using internet research dan observation, Instagram feeds posts from three candidates’s account were collected and analyzed, during the start of campaign period – November 28TH  2023, until the article was written. Several aspects were assessed, including communication style, consistency, and four levels of political marketing strategy. Result shows that consistency in scheduling, writing caption, and choosing hashtag didn’t directly affect social media engagement, such as like and comment. All President Candidates manage their social media to communicate and persuade their audience or voters, but didn’t utilize the interactivity to reply the comment or build conversation via Instagram feeds. Another findings show that Instagram comment section were dominated by both fans/followers and political buzzers that interactively building conversation. Further research should be done to assess another platform and another type of political marketing content.

Fulltext View|Download
Keywords: Political Communication; Political Marketing; Social Media

Article Metrics:

Article Info
Section: Articles
Language : ID
Recent articles
Di Bawah Bayang-Bayang Perubahan Iklim: Transformasi Negara Pembangunan dan Agenda Transisi Energi di Indonesia Strategi Komunikasi Politik melalui Media Sosial oleh Calon Presiden Indonesia 2024 Optimization of Bilateral Cooperation at the Local Level: Vocational Schooling Program and Firm Productivity in Central Java More recent articles
Most cited articles
MODEL KEPEMIMPINAN POLITIK KYAI: Studi Peran Kyai Dalam Pergeseran Perilaku Politik Massa NU PKB dan PPP Inovasi Manajemen Pelayanan Publik Tim Emergency Service Kabupaten Bantaeng FAKTOR DETERMINAN KEMENANGAN KANDIDAT PADA PEMILUKADA KABUPATEN BATANG 2011 MANAJEMEN TATA KELOLA SUMBER DAYA ALAM BERBASIS PARADIGMA EKOLOGI POLITIK BENTUK RESOLUSI KONFLIK DALAM PILKADA: Kasus Pilkada Kota Yogyakarta dan Kabupaten Jepara More cited articles
  1. Aliya, H. (2022). CTA: Definisi, Manfaat, Jenis, Contoh, dan Tips Membuatnya. Diambil kembali dari Glints: https://glints.com/id/lowongan/cta-adalah/#.YJRrXbUzZPZ
  2. Aziz, N. A., Rahim, F. A., & Aziz, N. (2023). Project Delay and Barriers to Improved Communication: Mediation Effects of Field Experience. AIP Publishing
  3. Barcelos, R. H., Dantas, D. C., & Senecal, S. (2018). Watch Your Tone: How a Brand's Tone of Voice on Social Media Influences Consumer Responses. Journal of Interactive Marketing, 41, 60-80
  4. BijakMemilih. (2024). Bijak Memilih. Diambil kembali dari Bijak Memilih: https://www.bijakmemilih.id/
  5. Blumler, J. G., & Kavanagh, D. (1999). The Third Age of Political Communication: Influences and Features. Political Communication, 16, 209-230
  6. Bor, S. (2014). Using social network sites to improve communication between political campaigns and citizens in the 2022 election. American Behavioral Scientist, 58(9), 1195-1213
  7. Bryman, A. (2012). Social Research Methods 4th Edition. Oxford: Oxford University Press
  8. Dahlan, M. (2012). The New Media and Islam: Communication Characteristic and Dynamics. Journal Communication Spectrum, 2(1), 1-12
  9. Doyle, J. P., Su, Y., & Kunkel, T. (2022). Athlete Branding via Social Media: Examining the Factors Influencing Consumer Engagement on Instagram. European Sport Management Quarterly , 506-526
  10. Elliott, M. T., & Speck, P. S. (1998). Consumer Perceptions of Advertising Clutter and Its Impact Across Various Media. Journal of Advertising Research, 29
  11. Gamble , T. K., & Gamble, M. ( 2012). Communication Works. New York: McGraw-Hill Education
  12. Gao, H., Tate, M., Zhang, H., Chen, S., & Liang, B. (2018). Social Media Ties Strategy in International Branding: An Application of Resource-Based Theory. Journal of International Marketing, 26(3), 45-69
  13. Gardner, A. K., Russo, M. A., Jabbour, I. I., Kosemund, M., & Scott, D. (2016). Frame-of-reference training for simulation-based intraoperative communication assessment. The American Journal of Surgery, 212(3), 548-551
  14. Hackett, H. (1954). Language as Communication: A Frame of Reference. ETC: A Review of General Semantics, 11(4), 290-298
  15. Hootsuite. (2016). Social Media Strategy Guide, How to Build Your Strategy from Start to Finish. Diambil kembali dari Hootsuite: https://blog.hootsuite.com/wp-content/uploads/2016/06/Social-Media-Strategy-Guide.pdf
  16. Kertamukti, R. (2019). Strategi Kreatif dalam Periklanan, Konsep Pesan, Media, Branding, Anggaran. Depok: Rajawali Pers
  17. Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science , 51-70
  18. McNair, B. (2003). An Introduction to Political Communication. London: Routledge
  19. Naylor, R. W., Lamberton, C. P., & West, P. M. (2012). Beyond the "Like" Button: the Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings. Journal of Marketing, 76(6), 105-120
  20. Ormrod, R. P. (2012). Defining Political Marketing. Aarhus: Aarhus University
  21. Phlanx. (2023, Februari 11). Instagram Engagement Calculator. Diambil kembali dari Phlanx: https://phlanx.com/engagement-calculator
  22. Rapp, A., Beitelspacher, L. S., Grewal, D., & Hughes, D. E. (2013). Understanding Social Media Effects Across Seller, Retailer, and Consumer Interactions. Journal of the Academy of Marketing Science, 41(5), 547-566
  23. Russmann, U. (2022). Social Media as Strategic Campaign Tool, Austrian Political Parties Use of Social Media over Time. Dalam D. Taras, & R. Davis, Electoral Campaigns, Media, and the New World of Digital Politics (hal. 263-282). Michigan: University of Michigan Press
  24. Safko, L. (2010 ). The Social Media Bible, 2nd edition. New Jersey: Wiley
  25. Scott, K. S., Gurtizen, E., Giacumbo, K., & Kisenwether, J. (2022). A Perceptual Study of Communication Effectiveness in Clutterin. Perspective, 7(5), 1347-1356
  26. Semrush. (2023). 4 Content Calendar Examples to Inspire Marketing Teams. Diambil kembali dari Semrush Blog: https://www.semrush.com/blog/content-calendar-examples/
  27. Sprout Social. (2023). Sprout Social. Diambil kembali dari The Instagram algorithm: How it works and strategies for 2023: https://sproutsocial.com/insights/instagram-algorithm/
  28. Swanson, D. L. (2003). Political News in the Changing Environment of Political Journalism. Dalam P. J. Maarek, & G. Wolfsfeld, Political Communication in a New Era. London: Routledge
  29. Tirto.id. (2021). Apa Itu Buzzer Politik? Arti, Strategi, Sejarah dan Pola Rekrutmen`. Diambil kembali dari Tirto.ID: https://tirto.id/apa-itu-buzzer-politik-arti-strategi-sejarah-dan-pola-rekrutmen-gaaE
  30. Vaccari, C. (2013). From Echo Chamber to Persuasive Device? Rethinking the Role of the Internet in Campaigns. New Media & Society, 15(1), 109-127
  31. We Are Social & Meltwater. (2023). Digital 2023 Indonesia. Hootsuite

Last update:

No citation recorded.

Last update: 2024-11-20 15:22:04

No citation recorded.