IT based social media impacts on Indonesian general legislative elections 2014
The information technology’s applications in cyberspace (the internet) are currently dominated by social media. The author investigates and explores the advantages of social media implementation of any political party in Indonesian general legislative elections 2014. There are twelve national political parties participating in the election as contestants plus three local political parties in Aceh. In this research, author focuses on national political parties only. The author visited, analyzed, and learnt the social media used by the contestants. Those social media are : 1) Facebook, 2) Twitter, and 3) YouTube. Author also compares the popularity of political parties on social media with the results of a real count. Then Author can discuss : 1) the impact of social media on political parties, 2) social media as a brand of political parties, 3) social media as political presentation, and 4) social media as virtual society. The results of this study indicate that Facebook is still a social media application that received high attention by the voters on a campaign of political parties. Indonesian’s legislative elections won by parties that are using social media as part of their campaigns.
Keywords: Social media, political campaigns, Indonesian legislative elections.
Abdillah, L. A. (2014), ‘IT based social media impacts on Indonesian general legislative elections 2014’, 9th AASRC international Conference on Innovative Trends in Management, Information, Technologies, Computing and Engineering to tackle A Competitive Global Environment (ITMITCE – 2014), Crown Plaza (Istanbul-Harbiye) Hotel, Istanbul, Turkey. 18-19 June 2014.
Based on the facts and discussions from previous sections above, author can conclude the following summary related to the condition of social media related to general legislative elections results in Indonesia as follow:
- Social media has positive impacts on political parties in Indonesian general election 2014. Social media is affecting political campaigns (Smith, 2011). National political parties in Indonesia already used some of social media for their political campaigns. Those social media are : 1) Facebook, 2) Twitter, and 3) YouTube. Facebook like is the symbols of popularity in Indonesian political atmosphere followed by Twitter and YouTube.
- Social media is effective tool for political cyber campaigns. The power of social media has triggers transparency and support e-democracy around the world. Citizens have ability to choose freely the best legislative candidate to represent them in the parliament. In Indonesia, PGerindra won the third place in the real count, PGerindra also become political parties rallied highest voice revenue compared to the previous election. PGerindra also won in : 1) Facebook’s likes, 2) Twitters’ followers, and 3) YouTube’ subscribers.
- Social media in Indonesian political parties are dominated by young adults (18-24) followed by adults (25-34) users. This research confirm the engagements of young adults (Baumgartner & Morris, 2010).
- 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.
- Social media are the current and future media for political campaigns and reach the voters and supporters instantly (Abdillah, 2014). Political parties are encourage to provide more professional social media pages over the internet and reach more online voters. Political parties’ logos is the most common icon found in political parties’ social media in Indonesian legislative general elections 2014 (Abdillah, 2014) followed by Quote, Slogan, and TagLine.
- Information on Twitter can be aggregated in a meaningful way (Tumasjan, et al., 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 used less effort in social media campaigns. 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.
- In Obama’s campaign, YouTube videos were successful in mobilizing younger voters like never before (McKinney & Rill, 2009). But, in Indonesian legislative campaigns, YouTube engaged less subscribers in every Indonesian political parties.
- For next study, author interested to explore the power of social media in politics combined with blogs as digital democracy (Gil de Zúñiga, Veenstra, Vraga, & Shah, 2010), social media’s events that makes Facebook the most used social network is being able to create an event (Curran, Morrison, & Mc Cauley, 2012), and related to presidential campagins.
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