TEKNIK KOMUNIKASI POLITIK PARTAI DI MEDIA SOSIAL
(ANALISIS PADA KOLOM TWEET AKUN TWITTER @GERINDRA)
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Institusion
Universitas Muhammadiyah Malang
Author
Rafinaila, Irfani
Subject
JA Political science (General)
Datestamp
2022-12-13 06:36:20
Abstract :
Gerakan Indonesia Raya (Gerindra) is one of the popular parties since 2014 in legislative election. Gerindra actively using social media as a campaign tool and as a medium to realize their political strategy. Gerindra actively creates content regarding the vision and mission, activities of party members, and criticism of government performance. Generally, the official accounts of political institutions in Indonesia use standard language and seem stiff in conveying messages, which is Twitter @gerindra in the reply. They communicate with Twitter by using slang and casual language that is 'typical' of Generation Z. This is different from the tweet, the interactivity between conveying political messages and messages 'joking' has engagement that is inversely proportional. This is the background as well as the researcher's goal to find out the political communication techniques used by the Twitter @gerindra. This research uses descriptive quantitative content analysis method using four categorizations of political communication, such as: informative, persuasive, educative, and coercive. The unit of analysis studied is uploads from @gerindra Twitter account on period 1 December - 31 December 2021. The data analysis technique used is descriptive statistics, so to test the validity of the data assisted by two coders who calculated using the Holtsy and tested for validity using the formula Scott (Pi). The results of the study show that the Political Communication of the @gerindra account is dominated by the informative category, followed by the persuasive category, and third in the educational category. Coercive category not found at all. This thesis can be concluded that uploading is more of an effort to provide information. The message conveyed is in the form of facts, data, and opinions that are correct and can be accounted for. Information aims to provide information about provide decisions to lead to public opinion.
Gerakan Indonesia Raya (Gerindra) is one of the popular parties since 2014 in legislative election. Gerindra actively using social media as a campaign tool and as a medium to realize their political strategy. Gerindra actively creates content regarding the vision and mission, activities of party members, and criticism of government performance. Generally, the official accounts of political institutions in Indonesia use standard language and seem stiff in conveying messages, which is Twitter @gerindra in the reply. They communicate with Twitter by using slang and casual language that is 'typical' of Generation Z. This is different from the tweet, the interactivity between conveying political messages and messages 'joking' has engagement that is inversely proportional. This is the background as well as the researcher's goal to find out the political communication techniques used by the Twitter @gerindra. This research uses descriptive quantitative content analysis method using four categorizations of political communication, such as: informative, persuasive, educative, and coercive. The unit of analysis studied is uploads from @gerindra Twitter account on period 1 December - 31 December 2021. The data analysis technique used is descriptive statistics, so to test the validity of the data assisted by two coders who calculated using the Holtsy and tested for validity using the formula Scott (Pi). The results of the study show that the Political Communication of the @gerindra account is dominated by the informative category, followed by the persuasive category, and third in the educational category. Coercive category not found at all. This thesis can be concluded that uploading is more of an effort to provide information. The message conveyed is in the form of facts, data, and opinions that are correct and can be accounted for. Information aims to provide information about provide decisions to lead to public opinion.
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