Analysis of PSI Political Branding Behaviour in Twitter During Indonesia' Legislative Election 2019

Almira Kusumowardani Habsari
2020 Journal of Governance and Public Policy  
This paper contributed to the body of knowledge on how new political party endorses themselves to attract people, especially millennials, to vote for them in the election by utilizing social medias. Therefore, this research aimed to cover the gap on the effectiveness of social media that was used by the new political party to endorse them to attract people to vote for them in 2019 election in Indonesia. Millennial generation grew in the era of advanced information technology that changed
more » ... aspects of life, especially the media. Millennials used the internet for almost everything including sending messages through social media. PSI's aim to attract millennials through social media was a strategy that was not only to give information about the leaders who would occupy new political positions, but also to educate politics to young people so that they could become leaders in the future. Hereby, the research methodology used qualitative interpretative content analysis approach: collecting all the tweets of PSI in campaign period and analyzed it using manual coding. Moreover, this study aimed to dig deeper understanding regarding the political branding on the case of the new political party. Abstrak: Artikel ini berkontribusi pada pengetahuan tubuh tentang bagaimana partai politik baru mendukung diri mereka sendiri untuk menarik orang, terutama milenium, untuk memilih mereka dalam pemilihan dengan menggunakan media sosial. Oleh karena itu, penelitian ini bertujuan untuk menutupi kesenjangan pada efektivitas media sosial yang digunakan oleh partai politik baru untuk mendukung diri mereka sendiri untuk menarik orang untuk memilih mereka dalam pemilu 2019 di Indonesia. Generasi milenial tumbuh di era teknologi informasi canggih yang mengubah berbagai aspek kehidupan, terutama media. Milenium menggunakan internet untuk hampir semua hal termasuk mengirim pesan melalui media sosial. Tujuan PSI untuk menarik generasi muda melalui media sosial adalah strategi yang tidak hanya memberikan informasi tentang para pemimpin yang akan menduduki posisi politik baru, tetapi juga untuk mendidik politik kepada kaum muda sehingga mereka bisa menjadi pemimpin di masa depan. Dengan ini, metodologi penelitian menggunakan pendekatan analisis konten interpretatif kualitatif: mengumpulkan semua tweet dari PSI dalam periode kampanye dan menganalisanya dengan menggunakan pengkodean manual. Selain itu, penelitian ini bertujuan untuk menggali pemahaman yang lebih dalam mengenai branding politik pada kasus partai politik baru. to information technology, it primarily centered on correspondence advancements. This included the internet, wireless networks, cell phones, and other communication media (Christensson, 2010) . The political events, outcomes, and behaviors precipitated by the political opportunities created by these ICTs were neither uniform nor automatic. This dramatic reshaping of the contemporary information landscape had clear consequences for the quantity and range of information available to citizens across the globe. Over the years, the goal of many governments had been to increase accountability and transparency in their actions for citizens. ICTs were seen and adopted in most developed and developing country as cost-effective and convenient (Dijk, 2009) . Though a number of nations had only begun to focus on openness issues in recent decades, transparency and the right to access government information were now internationally regarded as essential to some of the functions in democracy such as participation, trust in government, prevent corruption, informed decision making, accuracy of government information, and etc. (John Carlo Bertot, 2012). The culture of participation itself, being characterized by the teamwork, shared power and decision making, and also the openness to gather idea from outsider. Digital innovation could bring an alternative to the political actions in the country to fulfill the character of participation. With the development of social media technologies like forums, blogs, and social networks, citizens could connect and communicate dynamically with each other as well as with a variety of positions such as political representatives, interest groups, events, or public institutions (Daniel Veit, 2014) . As the rise of internet had generated huge interest about the work of digital platform including social media, it could give impact towards the politics. Chadwick and Howard (2009) debated on their book on how the effectiveness of the internet impacted politics, which had risen significantly since the arrival of the internet. The internet and its impact to politic had changed along with the development of digital technology, due to a lot of variety of digital platforms. As indicated by Chadwick, it was generally accepted that social media was the core in transmitting data and claims of political groups (Chadwick, 2013). Among the internet applications that appeared globally, social media was one among them that was the most popular and frequently used. The internet access could attract millions of cyber users, especially millennia's. Day by day, the development of world increased as well as the developments of technology. According to We Are Social community research, there were 7,676 population groups in the world with the rate of urbanization of 56%. The annual growth in active mobile social users reached 42% penetration with up to 3% incline from 2018. Per January 2019, the share of web traffic by device (mostly are mobile) reached 52% which could be said was stable enough from year-on-year. The rapid development of technology had led to the development of online social networks which had made major changes in the process of communication between individuals in this era, which one of them was through social media. Social media changed how people could endorse their products, study about the environment, make personal conversation, and distribute knowledge (A, 2014). As mentioned by Andreas Kaplan and Michael Heinlein on their books, social media has been defined as an internet-based group of application, that was built upon the Web 2.0 ideology and technology, which allows the creation and exchange usergenerated content (Haenlein, 2012) . The Web 2.0 itself is a base platform of social media. Social media, in a broad sense, is an online media where the users can easily participate, share, and create some innovation. During the advancement of technology, social media also grew rapidly. Now, social media had certain functions which one of them referred to the usage of social media as a medium of democratization knowledge and information support. Addressing social media was consequently helpful to see how political networks utilized the internet to make their very own channels of communication and also contributed to the improvement of political information "Analysis of PSI Political Branding Behaviour in Twitter during Indonesia' Legislative Election 2019" 3
doi:10.18196/jgpp.71117 fatcat:iev7ruu6bzch7fwlkzpqx7iz2i