Social Media as Political Party Campaign in Indonesia

Assoc. Prof. Leon Abdillah

Social Media as Political Party Campaign in Indonesia

Leon Andretti Abdillah

Abstract: Social media as a trend in the Internet is now used as a medium for political campaigns. Author explores the advantages and social media implementation of any political party in Indonesia legislative elections 2014. Author visited and analyzed social media used by the contestants, such as: Facebook, and  Twitter. Author collected data from social media until the end of April 2014. This article discusses the use of social media by political parties and their features. The results of this study indicate that social media are: 1) effective tool for current and future political campaigns, 2) reach the voters and supporters instantly, 3) used by Political parties to show their logo/icon, and 4) last but not least quick count results also show that political parties which using social media as part of their campaigns won the legislative elections.

Keywords: Social media impact, Indonesian legislative elections, Political parties presentation.

Recommended Citation:

Abdillah, L. A. (2014). Social media as political party campaign in Indonesian. Jurnal Ilmiah MATRIK, 16(1), 1-10. 


Based on the facts and discussions above, author would like to summarize the condition of social media related to general legislative elections results in Indonesia as follow:

  1. Social media is effective tool for political campaigns. The power of social media has triggers transparancy and support e-democracy around the world. Citizens have ability to choose freely the best legislative candidate to represent them in the parliament.
  2. Social media are the current and future media for political campaigns and reach the voters and supporters instantly. Political parties are encourage to provide more professional social media pages over the internet.
  3. Social media will create a more successful campaign as well as help create a stronger democracy (Vonderschmitt, 2012). There is no wall for every body to search the best candidate through online social media.
  4. Facebook like is the symbols of popularity in Indonesian political athmosphere.
  5. Another aspect that makes Facebook the most used social network is being able to create an event (Curran, Morrison, & Mc Cauley, 2012).
  6. Political parties’ logos is the most common icon found in political parties’ social media in Indonesian legislative general elections 2014.
  7. Information on Twitter can be aggregated in a meaningful way (Tujasman, Sprenger, Sandner, & Welpe, 2010). Total followers have linear correlation with the voters in real election. In the case of Indonesia, PGerindra and PDIP success to get many voters. Contra conditions are faced by PGolkar and PKS. PGolkar uses less effort in social media. PGolkar still works with traditional media, television, and they success to keep their loyal audiens. Another contra condition is faced by PKS, even they already force all of popular social media for political campaigns, the acquisition constituents that they obtained is lower than it should be.
  8. For future research, author interested to explore the power of social media in poilitics combined with blogs as digital democracy (Gil de Zúñiga, Veenstra, Vraga, & Shah, 2010). Focus observation involves presidential candidates and communication relationships with prospective voters. Author also interested to investigate political events not only in Facebook and Twitter but also involve others social media.



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