SOCIAL NETWORKS AND ELECTIONS: EVIDENCE FROM THE INDONESIAN PRESIDENTIAL ELECTIONS
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Table of Content
Table of Content 2
List of Abbreviations 3
List of Figures 4
Abstract 5
INTRODUCTION.. 6
Background of the study. 7
Research objectives 10
Research significances 13
CHAPTER I 15
LITERATURE REVIEW... 15
1.1 Mainstream media versus new media. 15
1.2 Social networks to social media: Facebook and Twitter 17
1.3 The role of social networks on political strategies 19
1.4 Social media in Indonesia. 21
1.5 Previous study. 23
CHAPTER II 26
RESEARCH DESIGN.. 26
2.1 Method and data collection. 26
2.2 Data collection from expert interview.. 29
2.3 Data collection from social media. 30
CHAPTER III 32
RESULTS AND DATA ANALYSIS. 32
3.1 Social characteristic. 32
3.2 Discussion of results from the interview.. 33
3.2.1 Result 1. 33
3.2.1.1 Mainstream media in 2014, social media in 2019. 35
3.2.1.2 The difference between two campaign: 2014 was about getting supporters, while 2019 was mostly about retaining them.. 36
3.2.2 Result 2. 37
3.2.2.1 Social media facilitated digitalization campaign strategies in 2019. 38
3.2.2.2 Digital campaign strategies from both candidates 39
3.2.3 Conclusion of the interview results 41
3.3 Discussion of results from social media data. 41
3.3.1 Result of Facebook data. 43
3.3.1.1 Facebook data of Joko Widodo. 43
3.3.1.2 Facebook data of Prabowo Subianto. 45
3.3.2 Result of Twitter data. 47
3.3.2.1 Twitter data of Joko Widodo. 47
3.3.2.2 Twitter data of Prabowo Subianto. 49
3.3.2 Conclusion of the social media data results 51
CHAPTER IV.. 52
CONCLUSIONS. 52
4.1 Summary of results 52
4.2 Limitation and further research. 54
4.3 Research implications 55
Acknowledgements 56
Bibliography. 57
Appendix A: Interview guidelines 60
Appendix B: Social characteristics of informants 61
Appendix C: Brief definition and description. 62
Appendix D: Transcriptions of expert’s interview.. 63
Appendix E: Twitter data of Joko Widodo. 69
Appendix F: Twitter data of Prabowo Subianto. 72
Appendix G: Facebook data of Joko Widodo. 74
Appendix H: Facebook Data of Prabowo Subianto. 79
Abstract
Although considerable research has concentrated on digital campaigning, it is still unclear how candidates use different social media platforms during the election. Taking a focus on the presidential elections in Indonesia in 2014 and 2019 and the political strategies adopted. This research investigates the differences in presidential elections from two different years and then focuses on the digital campaign strategy in 2019 through two social media platforms, Facebook, and Twitter. Based on open responses from semi-structure interviews submitted to several experts in this field, the results of the interview are identified into several key results which then become the answers to the research questions to answer the main hypothesis. Then, to strengthening the main hypothesis, an analysis has been carried out at the stage of social media data on Facebook and Twitter through content and topics raised on the candidate's account on Facebook and Twitter. The analysis shows that the difference between the 2014 and 2019 presidential elections is the use of the mainstream media and new media. And through social media, both candidates have certain tactics in conducting digital campaigns to attract voter's attention.
Keywords: social media, elections, presidential elections, Indonesia, political campaign, digital campaign
INTRODUCTION
The purpose of this study is to examine and analyze the role of social media on political strategies in Indonesian presidential elections in 2014 and 2019. This is an attempt to understand social media as a new communication technology in the modern era in politics, particularly in presidential elections. This research uses a variety of qualitative methods to examine the data. The data sources were agencies (several survey institutions), news, interviews, and some previously published research reports. The data analysis in the results of this study can be used to describe the different roles of social media on political strategies in Indonesia between two different periods of elections. It is believed that research on social media and election is interesting to be studied deeply from the side of two different periods of presidential elections in Indonesia. The two periods of the presidential election in Indonesia tend to be the same as general. This is because of both successive elections having the same two presidential candidates as the previous year from 2014 to 2019. Not only have the same candidate, but the role of social media also been seen since 2014 and continued into the 2019 election. However, whether social media have a more significant role in the 2014 election or 2019 election in Indonesia. Indeed, this is appealing to discuss the role of social media in campaign strategies of both elections.
Bibliography
Alshenqeeti, H. (2014). Interviewing as a data collection method: A critical review. English linguistics research, 3(1), 39-45.
Amedie, Jacob (2015), “The Impact of Social Media on Society”. Advanced Writing: Pop Culture Intersections.
Badri, Muhammad (2011), “Komunikasi Pemasaran UMKM Di Era Media Sosial, Corporate and Marketing Communication”, Jakarta: Pusat Studi Komunikasi dan Bisnis Program Pasca Sarjana Universitas Mercu Buana.
Barbour, R. S., & Schostak, J. (2005). Interviewing and focus groups. Research methods in the social sciences, 1, 41-48.
Berliani Ardha (2014), “Media as a Campaign for 2014 Political Parties in Indonesia”, Journal of Communication Vision Volume 13, No. 01.
Bennett, W.L. & Iyengar, S. (2008), “A New Era of Minimal Effects? The Changing Foundations of Political Communication”, Journal of Communication.
Biswas Aindrila, Nikhil and Mousumi Roy (2014), “Influence of Social Media on Voting Behavior”, Journal of Power, Politics & Governance, Vol. 2, No. 2.
Brogan Chris (2010), “Social Media 101 Tactic and Tips to Develop Your Business Online”, New Jersey: John Wiley & Sons, Inc.
Chadwick, A. (2013), “Hybrid Media System: Politics and Power” New York: Oxford University Press.
Challenges Daniela V. Dimitrova1 and Jörg Matthes (2018), “Social Media in Political Campaigning Around the World: Theoretical and Methodological”, Journalism Publication, Greenlee School of Journalism and Communication.
Chris Brogan (2010), “Social Media 101 Tactic and Tips to Develop Your Business Online”, New Jersey: John Wiley & Sons, Inc.
Creswell, J. W. (2009). Research designs: Qualitative, quantitative, and mixed methods approaches.
Dahlgren, P. (2013), “The Political Web: Media, Participation and Alternative Democracy”, Palgrave Macmillan.
Dailey, Patrick R. (2009), “Social Media: Finding Its Way into Your Businnes Strategy and Culture”, Burlington, Linkage.
Delli Carpini et all (2004), “Public Deliberation, Discursive Participation, and Citizen Engagement: A Review of the Empirical Literature”, Annual Review of Political Science.
Dewenter Ralf (2018), et all, “Can Media Drive the Electorate? The Impact of Media Coverage on Party Affiliation and Voting Intentio ns”, Dusseldorf Institute for Competition Economics, No. 278.
Dixion J. Dr. Brian (2012), “Social Media for School Leader”, United States: Jossey Bass a Willey Inprint.
Effing, R., Van Hillegersberg, J., & Huibers, T. (2011, August). Social media and political participation: are Facebook, Twitter and YouTube democratizing our political systems?. In International conference on electronic participation (pp. 25-35). Springer, Berlin, Heidelberg.
El-Ansary, A. I. (2005). Relationship marketing management: a school in the history of marketing thought. Journal of Relationship Marketing, 4(1-2), 43-56.
Gaughan, A. J. (2016). Illiberal democracy: The toxic mix of fake news, hyperpolarization, and partisan election administration. Duke J. Const. L. & Pub. Pol'y, 12, 57.
Gerber, Alan S., et all (2007), "Does the Media Matter? A Field Experiment Measuring the Effect of Newspapers on Voting Behavior and Political Opinions”. Yield University.
Habermas, J. (2006). Political communication in media society: Does democracy still enjoy an epistemic dimension? The impact of normative theory on empirical research. Communication theory, 16(4), 411-426.
Johansson Anders C (2016), “Sosial Media and Politics in Indonesia”, Stockholm School of Economics Asia Working Paper, No. 42.
Kaplan Andreas and Michael Haenlien (2012), “Social Media: Back to The Roots and Back to the future”, Journal of Systems and Information Technology Vol. 14 No. 2, Emerald Group Publishing Limited.
Karlsen, R., & Enjolras, B. (2016). Styles of social media campaigning and influence in a hybrid political communication system: Linking candidate survey data with Twitter data. The International Journal of Press/Politics, 21(3), 338-357.
Kazi Rezuan Hossain. Md. et all (2017), “People’s Voting Behaviour in Local Election: A Study on Annadanagar Union Parishad, Pirgachha, Rangpur”, IOSR Journal of Humanities and Social Science (IOSR-JHSS), Vol. 22, Issue 3, Ver. 1.
Kenneth Newton and Jan W. Van Deth. (2010), Foundation of Comparative Politics: Cambride University Press.
Knoll, J., Matthes, J., & Heiss, R. (2020). The social media political participation model: A goal systems theory perspective. Convergence, 26(1), 135-156.
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing management. Pearson UK.
Matthes, J., Knoll, J., & von Sikorski, C. (2018). The “spiral of silence” revisited: A meta-analysis on the relationship between perceptions of opinion support and political opinion expression. Communication Research, 45(1), 3-33.
Mayfield, A. (2008). What is social media.
McLellan, E., MacQueen, K. M., & Neidig, J. L. (2003). Beyond the qualitative interview: Data preparation and transcription. Field methods, 15(1), 63-84.
Pap Ana et all (2018), “Does Social Media Usage Influence Youth’s Interest in politics”, International Journal Multidisciplinary Business and Science, Vo. 4, No.5.
Phalen, P. F. (2012). Book Review: Bruce A. Williams and Michael X. Delli Carpini After Broadcast News: Media Regimes, Democracy and the New Information Environment.
Prior, M. (2007). Post-Broadcast Democracy. How Media Choice Increases Inequality in Political Involvement and Polarizes Elections. Cambridge: Cambridge University Press.
Riezebos, P., de Vries, S. A., de Vries, P. W., & de Zeeuw, E. (2011, July). The effects of social media on political party perception and voting behavior. In Proceedings of the IADIS International Conference ICT, Society and Human Beings 2011, Proceedings of the IADIS International Conference e-Democracy, Equity and Social Justice.
Stieglitz, S., & Dang-Xuan, L. (2012, January). Political communication and influence through microblogging--An empirical analysis of sentiment in Twitter messages and retweet behavior. In 2012 45th Hawaii International Conference on System Sciences (pp. 3500-3509). IEEE.
Woolley, J. K., Limperos, A. M., & Oliver, M. B. (2010). The 2008 presidential election, 2.0: A content analysis of user-generated political Facebook groups. Mass Communication and Society, 13(5), 631-652.
Table of Content
Table of Content 2
List of Abbreviations 3
List of Figures 4
Abstract 5
INTRODUCTION.. 6
Background of the study. 7
Research objectives 10
Research significances 13
CHAPTER I 15
LITERATURE REVIEW... 15
1.1 Mainstream media versus new media. 15
1.2 Social networks to social media: Facebook and Twitter 17
1.3 The role of social networks on political strategies 19
1.4 Social media in Indonesia. 21
1.5 Previous study. 23
CHAPTER II 26
RESEARCH DESIGN.. 26
2.1 Method and data collection. 26
2.2 Data collection from expert interview.. 29
2.3 Data collection from social media. 30
CHAPTER III 32
RESULTS AND DATA ANALYSIS. 32
3.1 Social characteristic. 32
3.2 Discussion of results from the interview.. 33
3.2.1 Result 1. 33
3.2.1.1 Mainstream media in 2014, social media in 2019. 35
3.2.1.2 The difference between two campaign: 2014 was about getting supporters, while 2019 was mostly about retaining them.. 36
3.2.2 Result 2. 37
3.2.2.1 Social media facilitated digitalization campaign strategies in 2019. 38
3.2.2.2 Digital campaign strategies from both candidates 39
3.2.3 Conclusion of the interview results 41
3.3 Discussion of results from social media data. 41
3.3.1 Result of Facebook data. 43
3.3.1.1 Facebook data of Joko Widodo. 43
3.3.1.2 Facebook data of Prabowo Subianto. 45
3.3.2 Result of Twitter data. 47
3.3.2.1 Twitter data of Joko Widodo. 47
3.3.2.2 Twitter data of Prabowo Subianto. 49
3.3.2 Conclusion of the social media data results 51
CHAPTER IV.. 52
CONCLUSIONS. 52
4.1 Summary of results 52
4.2 Limitation and further research. 54
4.3 Research implications 55
Acknowledgements 56
Bibliography. 57
Appendix A: Interview guidelines 60
Appendix B: Social characteristics of informants 61
Appendix C: Brief definition and description. 62
Appendix D: Transcriptions of expert’s interview.. 63
Appendix E: Twitter data of Joko Widodo. 69
Appendix F: Twitter data of Prabowo Subianto. 72
Appendix G: Facebook data of Joko Widodo. 74
Appendix H: Facebook Data of Prabowo Subianto. 79
Abstract
Although considerable research has concentrated on digital campaigning, it is still unclear how candidates use different social media platforms during the election. Taking a focus on the presidential elections in Indonesia in 2014 and 2019 and the political strategies adopted. This research investigates the differences in presidential elections from two different years and then focuses on the digital campaign strategy in 2019 through two social media platforms, Facebook, and Twitter. Based on open responses from semi-structure interviews submitted to several experts in this field, the results of the interview are identified into several key results which then become the answers to the research questions to answer the main hypothesis. Then, to strengthening the main hypothesis, an analysis has been carried out at the stage of social media data on Facebook and Twitter through content and topics raised on the candidate's account on Facebook and Twitter. The analysis shows that the difference between the 2014 and 2019 presidential elections is the use of the mainstream media and new media. And through social media, both candidates have certain tactics in conducting digital campaigns to attract voter's attention.
Keywords: social media, elections, presidential elections, Indonesia, political campaign, digital campaign
INTRODUCTION
The purpose of this study is to examine and analyze the role of social media on political strategies in Indonesian presidential elections in 2014 and 2019. This is an attempt to understand social media as a new communication technology in the modern era in politics, particularly in presidential elections. This research uses a variety of qualitative methods to examine the data. The data sources were agencies (several survey institutions), news, interviews, and some previously published research reports. The data analysis in the results of this study can be used to describe the different roles of social media on political strategies in Indonesia between two different periods of elections. It is believed that research on social media and election is interesting to be studied deeply from the side of two different periods of presidential elections in Indonesia. The two periods of the presidential election in Indonesia tend to be the same as general. This is because of both successive elections having the same two presidential candidates as the previous year from 2014 to 2019. Not only have the same candidate, but the role of social media also been seen since 2014 and continued into the 2019 election. However, whether social media have a more significant role in the 2014 election or 2019 election in Indonesia. Indeed, this is appealing to discuss the role of social media in campaign strategies of both elections.
Bibliography
Alshenqeeti, H. (2014). Interviewing as a data collection method: A critical review. English linguistics research, 3(1), 39-45.
Amedie, Jacob (2015), “The Impact of Social Media on Society”. Advanced Writing: Pop Culture Intersections.
Badri, Muhammad (2011), “Komunikasi Pemasaran UMKM Di Era Media Sosial, Corporate and Marketing Communication”, Jakarta: Pusat Studi Komunikasi dan Bisnis Program Pasca Sarjana Universitas Mercu Buana.
Barbour, R. S., & Schostak, J. (2005). Interviewing and focus groups. Research methods in the social sciences, 1, 41-48.
Berliani Ardha (2014), “Media as a Campaign for 2014 Political Parties in Indonesia”, Journal of Communication Vision Volume 13, No. 01.
Bennett, W.L. & Iyengar, S. (2008), “A New Era of Minimal Effects? The Changing Foundations of Political Communication”, Journal of Communication.
Biswas Aindrila, Nikhil and Mousumi Roy (2014), “Influence of Social Media on Voting Behavior”, Journal of Power, Politics & Governance, Vol. 2, No. 2.
Brogan Chris (2010), “Social Media 101 Tactic and Tips to Develop Your Business Online”, New Jersey: John Wiley & Sons, Inc.
Chadwick, A. (2013), “Hybrid Media System: Politics and Power” New York: Oxford University Press.
Challenges Daniela V. Dimitrova1 and Jörg Matthes (2018), “Social Media in Political Campaigning Around the World: Theoretical and Methodological”, Journalism Publication, Greenlee School of Journalism and Communication.
Chris Brogan (2010), “Social Media 101 Tactic and Tips to Develop Your Business Online”, New Jersey: John Wiley & Sons, Inc.
Creswell, J. W. (2009). Research designs: Qualitative, quantitative, and mixed methods approaches.
Dahlgren, P. (2013), “The Political Web: Media, Participation and Alternative Democracy”, Palgrave Macmillan.
Dailey, Patrick R. (2009), “Social Media: Finding Its Way into Your Businnes Strategy and Culture”, Burlington, Linkage.
Delli Carpini et all (2004), “Public Deliberation, Discursive Participation, and Citizen Engagement: A Review of the Empirical Literature”, Annual Review of Political Science.
Dewenter Ralf (2018), et all, “Can Media Drive the Electorate? The Impact of Media Coverage on Party Affiliation and Voting Intentio ns”, Dusseldorf Institute for Competition Economics, No. 278.
Dixion J. Dr. Brian (2012), “Social Media for School Leader”, United States: Jossey Bass a Willey Inprint.
Effing, R., Van Hillegersberg, J., & Huibers, T. (2011, August). Social media and political participation: are Facebook, Twitter and YouTube democratizing our political systems?. In International conference on electronic participation (pp. 25-35). Springer, Berlin, Heidelberg.
El-Ansary, A. I. (2005). Relationship marketing management: a school in the history of marketing thought. Journal of Relationship Marketing, 4(1-2), 43-56.
Gaughan, A. J. (2016). Illiberal democracy: The toxic mix of fake news, hyperpolarization, and partisan election administration. Duke J. Const. L. & Pub. Pol'y, 12, 57.
Gerber, Alan S., et all (2007), "Does the Media Matter? A Field Experiment Measuring the Effect of Newspapers on Voting Behavior and Political Opinions”. Yield University.
Habermas, J. (2006). Political communication in media society: Does democracy still enjoy an epistemic dimension? The impact of normative theory on empirical research. Communication theory, 16(4), 411-426.
Johansson Anders C (2016), “Sosial Media and Politics in Indonesia”, Stockholm School of Economics Asia Working Paper, No. 42.
Kaplan Andreas and Michael Haenlien (2012), “Social Media: Back to The Roots and Back to the future”, Journal of Systems and Information Technology Vol. 14 No. 2, Emerald Group Publishing Limited.
Karlsen, R., & Enjolras, B. (2016). Styles of social media campaigning and influence in a hybrid political communication system: Linking candidate survey data with Twitter data. The International Journal of Press/Politics, 21(3), 338-357.
Kazi Rezuan Hossain. Md. et all (2017), “People’s Voting Behaviour in Local Election: A Study on Annadanagar Union Parishad, Pirgachha, Rangpur”, IOSR Journal of Humanities and Social Science (IOSR-JHSS), Vol. 22, Issue 3, Ver. 1.
Kenneth Newton and Jan W. Van Deth. (2010), Foundation of Comparative Politics: Cambride University Press.
Knoll, J., Matthes, J., & Heiss, R. (2020). The social media political participation model: A goal systems theory perspective. Convergence, 26(1), 135-156.
Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2019). Marketing management. Pearson UK.
Matthes, J., Knoll, J., & von Sikorski, C. (2018). The “spiral of silence” revisited: A meta-analysis on the relationship between perceptions of opinion support and political opinion expression. Communication Research, 45(1), 3-33.
Mayfield, A. (2008). What is social media.
McLellan, E., MacQueen, K. M., & Neidig, J. L. (2003). Beyond the qualitative interview: Data preparation and transcription. Field methods, 15(1), 63-84.
Pap Ana et all (2018), “Does Social Media Usage Influence Youth’s Interest in politics”, International Journal Multidisciplinary Business and Science, Vo. 4, No.5.
Phalen, P. F. (2012). Book Review: Bruce A. Williams and Michael X. Delli Carpini After Broadcast News: Media Regimes, Democracy and the New Information Environment.
Prior, M. (2007). Post-Broadcast Democracy. How Media Choice Increases Inequality in Political Involvement and Polarizes Elections. Cambridge: Cambridge University Press.
Riezebos, P., de Vries, S. A., de Vries, P. W., & de Zeeuw, E. (2011, July). The effects of social media on political party perception and voting behavior. In Proceedings of the IADIS International Conference ICT, Society and Human Beings 2011, Proceedings of the IADIS International Conference e-Democracy, Equity and Social Justice.
Stieglitz, S., & Dang-Xuan, L. (2012, January). Political communication and influence through microblogging--An empirical analysis of sentiment in Twitter messages and retweet behavior. In 2012 45th Hawaii International Conference on System Sciences (pp. 3500-3509). IEEE.
Woolley, J. K., Limperos, A. M., & Oliver, M. B. (2010). The 2008 presidential election, 2.0: A content analysis of user-generated political Facebook groups. Mass Communication and Society, 13(5), 631-652.
