Procedings of the 1st ICA Regional Conference, ICA 2019, October 16-17 2019, Bali, Indonesia

Research Article

Viral political Campaign: Suppoters of Jokowi-Amin in Indonesia Presidential Election

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  • @INPROCEEDINGS{10.4108/eai.16-10-2019.2304290,
        author={Novita  Damayanti and Prasetya Yoga Santoso and Radja Erland Hamzah},
        title={Viral political Campaign: Suppoters of Jokowi-Amin in Indonesia Presidential Election},
        proceedings={Procedings of the 1st ICA Regional Conference, ICA 2019, October 16-17 2019, Bali, Indonesia},
        publisher={EAI},
        proceedings_a={ICA},
        year={2021},
        month={2},
        keywords={political campaign; social media; viral; political communication; election},
        doi={10.4108/eai.16-10-2019.2304290}
    }
    
  • Novita Damayanti
    Prasetya Yoga Santoso
    Radja Erland Hamzah
    Year: 2021
    Viral political Campaign: Suppoters of Jokowi-Amin in Indonesia Presidential Election
    ICA
    EAI
    DOI: 10.4108/eai.16-10-2019.2304290
Novita Damayanti1,*, Prasetya Yoga Santoso1, Radja Erland Hamzah1
  • 1: Faculty of Communication Science, University of Prof. Dr. Moestopo (Beragama) Jakarta, Indonesia
*Contact email: novita.damayanti@dsn.moestopo.ac.id

Abstract

Social media is an effective political campaign because it can make messages viral. These message is easily reposted, shared, and commented on Facebook fanpage. Indonesia is in the third place on Facebook users with 130 million users. In the 2019 presidential election in Indonesia supporters of the candidates were required to be creative in using social media to win votes, supporters were part of the campaign. Facebook is used as media to distribute messages quickly, widely, and simultaneously, which is called “viral”. This research uses constructivist perspective. It is qualitative research method with single case study. Supporters create political contens in social media that are viral in political campaign for Jokowi-Amin. Thus, it is representations of Jokowi-Amin’s voters behavior through messages and opinions by the loyal supporters. The result is the media can be interaction between supporters of Jokowi-Amin in the form of comments and shares. Many of supporter spread jokowi-Amin's campaign posts to other social media platforms to get a lot of support. The viral Facebook invitations by supporter for GBK Event of Jokowi-Amin campaign reached all over Indonesia even to all elements of Indonesian society with only a week. It was a successful big event where more than 160 thousand volunteers and supporters came and enlivened the campaign on GBK.