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

Almira Kusumowardani Habsari

Abstract


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 various 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.

Keywords


New Political Party, Political Branding, Twitter, Social Media Branding

Full Text:

PDF

References


A, L. A. (2014). Indonesian's Presidential Social Media Campaigns. Seminar Nasional Sistem Informasi Indonesia, 500.

A.A Haynes, a. B. (2009). Making an impression: New media in the 2008 presidential nomination campaigns. PS: Political Science and Politics, Vol. 42(1), 53-58.

A.A Haynes, a. B. (n.d.). Making an impression.

Åblad, L. (2011). Social networking in a digital world. Social? Media?, 11-22.

Andrew Chadwick, P. N. (2009). European political organizations and the internet. In R. G. Stephen Ward, Routledge Handbook of Internet Politics. London: Routledge.

Balkin, J. M. (1999). How Mass Media Stimulate Political Transparency. Cultural Values, Vol. 3(4), 393-413.

Bortree, M. W. (2012). Multi-Method Analysis of Transparency in Social Media Practices: Survey, Interviews and Content Analysis. Public Relation Review, Vol.38(3), 511-514.

Boulianne, S. (2015). Social Media Use and Participation: A Meta-Analysis of Current Research. Information Communication and Society, 524-538.

Brian E. Weeks, A. A.-A. (2015). Online Influence? Social Media Use, opinion Leadership, and Political Persuasion. INternation Journal of Public Opinion Research, 1.

Brown, D. S. (2010). Twitter: The Electoral Connection? Chicago, Illinois: Midwest Political Science Association.

Burgess, T. B. (2002). Political Agency, Government Responsiveness: Theory and Evidenve from India. Quarterly Journal of Economics.

Calderaro, A. (2014). Internet Politics Beyond the Digital Divide: A Comparative Perspective on Political Parties Online Across Political Systems. In Social Media in Politics, Public Administration, and Information Technology (p. 3). London: Springer.

Calderaro, A. (2014). Internet Politics Beyond the Digital Divide: a Comparative Perspective on Political Perties Online Accross Political Systems. Social Media in Politics, Public Administration and Information Technology, 13, 12-14.

Calderaro, A. (2018). Social Media and Politics. In W. O. Turner, The Sage Handbook of Political Sociology. Sage.

Chadwick, A. (2013). The Hybrid Media System: Politics and Power. Oxford: Oxford University Press.

Chaffey, D. (2019, February 12). Global Social Media Research Summary 2019. Retrieved from Smart Insight: https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/

Christensson, P. (2010, January 4). ICT Definition. Retrieved from Techterms: https://techterms.com/definition/ict

Christine B. Williams, G. J. (2013). Social networks in political campaigns: Facebook and the congressional elections of 2006 and 2008. New Media & Society, Vol.15 No.1, pp.52-71.

Coleman, B. (2002). Election and Electorate Engagement. London: The London Assembly.

Cotterrell, R. (1999). Transparency, Mass Media, Ideology and Community. Cultural Values, 414-426.

Dahlgren, P. (2013). The Political Web. London: Palgrave Macmillan.

Daniel Veit, J. H. (2014). Foundation of Digital Government: Leading and Managin in the Digital Era. Springer.

Daniela V. Dimitrova, A. S. (2014). The Effect of Digital Media on Political Knowledge and Participation in Election Campaign: Evidence from Panel Data. Communication Research, 95-118.

Dewey, J. (1954). Public & Its Problem. Athens: OH: Ohio University Press.

Dijk, P. D. (2009). Participation in Public Policy Making. Twente, Netherland: University of Twente.

Druckman, N. J. (2001). The Implications of Framing Effects for Citizens Competence. Political Behavior, Vol.23(3), 225-256.

Enrique Bonsón, S. R. (2015). Citizens' engagement on local governments' Facebook sites. An empirical analysis: The impact of different media and content types in Western Europe. Government Information Quarterly, Vol.32(1), 52-62.

Fitzgerald, K. E. (2012). Issues and Challenges in Gatekeeping : A framework for implementation. Social World Education : The International Journal, 286-300.

Flew, T. (2002). New Media: an introduction. Oxford: University press.

Gangloff, A. A. (2018). Effect of Political Branding on Electoral Success. Melbourne, Florida: Florida Institute of Technology .

Girsang, J. (2018, 01 05). Mengajak Generasi Milenial ke Pesta Demokrasi. Retrieved from Psi.id: https://psi.id/berita/2018/01/05/mengajak-generasi-milenial-ke-pesta-demokrasi/

Haenlein, A. M. (2012). Social media: back to the roots Social media: back to the roots. Journal of Systems and Information Technology, Vol. 14 no. 2, 101.

Hubspot. (2018). List of Marketing Statistcs. Retrieved from Hubspot.com: https://www.hubspot.com/marketing-statistics

Huntington, S. P., & Nelson, J. M. (1997). Political Participation in Developing Countries. American Journal of Sociology, 751-760.

Johansson, A. C. (2016). Social Media and Politics in Indonesia. Stockholm School of Economincs Asia Working Paper, no.42, 25-27.

Johansson, A. C. (2016). Social Media and Politics in Indonesia. Stockholm School of Economics Asia Working Paper, No.42, 24-25.

Johansson, A. C. (2016). Tweeting for Power: Social Media and Political Campaigning in Indonesia. Stockholm School of Economics Asia Working Paper No. 43, 27.

John Carlo Bertot, P. T. (2012). Promoting Transparency and Accountability Through ICTs, Social Media, and Collaborative E-Government. Transforming Government: People, Process and Policy, 6, 79.

Kemp, S. (2019). Digital Around the World 2019: Indonesia. Hootsuite.

Kemp, S. (2019). Global Digital Report 2019. Hootsuite; We Are Social.

Kempe, E. (2015). How social is the politics? a case study of how political parties used social media in the Swedish governmental election 2014. Magister thesis in journalism of Linnaeus University, 116.

Klang, M. (2011). Social of the State. Social? Media?, 49-56.

Krippendorff, K. (2013). content analysis: an introduction to its methodology. sage journal.

Krishna Sen, D. T. (2007). Politics on the Internet. In Media, Culture, and Politics in Indonesia (pp. 200-202). Jakarta: PT Equinox Publishing Indonesia.

Larcinese, V. (2001). Information acquisition, ideology and turnout: theory and evidenve from britain. London: Typescript, LSE.

Levinsen, K. (2005). ICT and Local Political Participation. Granada, Spain: ECPR Joint Session of Workshop.

Lewis, S. Z. (2013). Content Analysis in an Era of Big Data: a Hybrid Approach to computational an dmanual methods. journal of broadcasting and electronic media, Vol. 57 No.1, pp. 34-52.

Lippmann, W. (1947). The cold war, a study in U.S. foreign policy. New York: Harper.

Manpreet Kaur, R. V. (2016). Social Media: an Emerging Tool for Political Participation. International Journal of Social and Organizational Dynamics in IT, vol. 5(2), 33.

Marcella, G. B. (2012). Does Soctland 'like' This? Social Media Use by Political Parties and Caidates during the 2010 UK General Election Campaign. INternational Journal of Libraries and Information Services , 109-124.

Matthews, D. A. (2013). Social Media and Sports Journalism: How is the rise of Twitter affecting football journalism. Journalism: New Challenges, 303-322.

Melissa P. Johnston, P. (2014). Secondary Data Analysis: A Method of which the Time Has Come. Qualitative and Quantitative Methods in Libraries (QQML), 619-626.

Mercea, D. B. (2012). Netwroking Democracy? Social Media innovations in participatory politics. Social Media and Democracy, 57-66.

Miao Feng, a. W. (2014). alking to Broadcasters on Twitter: Networked Gatekeeping in Twitter Conversations with Journalists. Journal of Broadcasting & Electronic Media, 58(3), 420-437.

Mikecz, D. (2015). Democratization, Political Participation and Social Media. Frontiers of Democracy: Embedding Democratic Values in Moldova and Ukraine Center for European Neighborhood Studies, 5.

MOVANITA, A. N. (2018, February 18). Menanti Gebrakan Empat Partai Baru Peserta Pemilu 2019. Retrieved from Kompas.com: https://nasional.kompas.com/read/2018/02/18/09021091/menanti-gebrakan-empat-partai-baru-peserta-pemilu-2019?page=all

Nord, L. (2013). The Search for The Perfect Campaign - The Professionalization of the Swedish Parties. Swedish Election Campaigns.

Opeyemi, O. E. (2018). Role of Social Networking and Media in Political Awareness in Public. IOSR Journal of Mobile Compitong & Application , vol. 5(4), 6-9.

Osorio, D. F. (2015). The Influence of Social media on Political Participation: the Meta-sudy of Shelleyoulianne and the Chilean case . Antropology Department, University of Chile, 4.

Petros Iosifidis, M. W. (2016). Modern Political Communication and Web 2.0 in Representative Democracies: The United States and the British Experience. In Public Spheres and Mediated Social Networks in the Western Context and Beyond (pp. 95-121). London: Springer.

Popa, N. A.-L. (2012). The Social Media Usage and the Transformation of Political Marketing and Campaigning of the Emerging Democracy in Indonesia; Case Study of the 2012 Gubernatorial Election of the Special Region of the Capital City Jakarta . In B. Patrut, Social Media in Politics (p. 98). Springer.

Puglisi, B. (2011). Transparency and Social Media. Digital Branding Marketin.

Romero, L. D. (2014). On the Web and Contemporary Social Movements: An Introduction. In Social Media in Politics, Public Administration and Infromation Technologies (p. 20). London: Springer.

Roumen Vragov, N. K. (2013). The Impact of Information and Communication Technologies on the Costs of Democracy. Electronic Commerece Research and Applications, vol.12(6), 440-448.

S. Stieglitz, a. L.-X. (2013). Social media and political communication: a social media analytics frameworks. social network analysis and mining, Vol. 3 No.4, pp. 1277-1291.

Scammell, M. (2007). Political Brands and Consumer Citizens: The Rebranding of Tony Blair. The Annals of the American Academy, 176-190.

Schweitzer, E. J. (2011). Normalization 2.0: A longitudinal analysis of German online campaigns in teh national elections 2002-2009. European Journal of Communication, Vol.26(4), 310-327.

Setiadi, A. (2016). Pemanfaatan Media Sosial untuk Efektifitas Komunikasi. AMIK BSI, 2.

Small, A. T. (2012). What the hashtag? A content analysis of Candaian politics. . Social Media and Democracy.

Smith, C. N. (2015). Introduction: Political Branding. Journal of Political Marketing, 14, 1.

Ström, P. (2010). Social Media: Free marketing and opinion formation. Malmö: Liber.

Strömback, J. (2009). Power, Media and Society. Stockholm: SNS Förlag.

Taher, E. (2017, 10 20). 4 Karakteristik Millennial yang Perlu Diketahui Bagian Pemasaran. Retrieved from id.techinasia: https://id.techinasia.com/4-karakteristik-millennial

Temple, H. S. (2010). Political Marketing Models: The Curious Incident of the Dog that Doesn’t Bark. Political Studies, 58, 1050.

Timothy Besley, R. B. (2002). Mass Media and Political Accountability. London: Economic and Social Research Council.

Trygg, S. (2011). Digital Support Group and Like Buttons. Social? Media?, 67-74.

Turska-Kawa, A. (2013). Political Trust and Electoral Behaviour. Polish Political Science, 99-100.

Ulf Buskqvist, C. C. (2013). Digital media, public relations and strategic communication. Stokholm: SNS Förlag.

UNESCO. (2013). E-Governance. Retrieved from http://portal.unesco.org/ci/en/ev.php- URL_ID=3038&URL_DO=DO_TOPIC&URL_SECTION=201.html

Vaswani, K. (2012, February 16). Indonesia's Surprising Love Affair with Social Media. Retrieved from BBC News: https://www.bbc.com/news/world-asia-17054056

Verma, M. K. (2016). Social Media: An Emerging Tool for Political Participation. International Journal of Social and Organizational Dynamics in IT, 31.

Wallace, S. (2013). Impartiality in the News. Journalism: New Challenges, 65-79.




DOI: https://doi.org/10.18196/jgpp.71117

Refbacks

  • There are currently no refbacks.


 

Office: 
Master of Government Affairs and Administration (MIP)
Postgraduate Building 2nd Floor UMY

Phone: +62 274 387 656 (ext: 173)

Jl. Brawijaya, Kasihan, Bantul, Daerah Istimewa Yogyakarta, Indonesia

View My Stats

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.