Kampanye Politik Digital dalam Kontestasi Presidensial 2014:(Studi Demokreatif dan Jokowi Advanced Social Media Volunteers(JASMEV) 2014)

Bambang Arianto, Abdul Gaffar Karim

2016 | Tesis | Politik dan Pemerintahan

Abstract This study adopts explanatory case study method with a qualitative approach to explore creative campaign in the social media during the 2014 presidential contestation. Using Dan Nimmo’s theoretical framework on political communication, this study argues that; Firstly, Demokreatif and JASMEV 2014 political volunteers applied that 2014 creative campaign strategy, which encouraged the growth of political expectations in digital politics landscape. Political expectation phenomenon is a possibility to be realised as it brings benefits to political contestations. this can be seen through the political volunteer’s primary drive in conducting creative campaign., which was not initially thought to have tremendous respone by the public and netizens. One major factor that brought about the political expectations phenomenon is the role of social media with its participatory nature and disposition. Secondly, the “Theoretical Reflection” and its relation to the study will be presented. This study rests on Dan Nimmo”s theoretical framework on four basic points of political communication, namely: (1) formation of communicators; (2) campaign message; (3) choice of election campaign medium; and (4) creative campaign’s aims and objective. There are notable points when the author explored the formation of volunteer communicator namely buzzers politics especially in Demokreatif and JASMEV 2014. These buzzers were netizens who were recruited in a participatory manner rather than through a one-way recruitment. These netizens were interested in signing up as volunteers in these communities to then jointly promote creative campaigns. Volunteers in Demokreatif and Jasmev production team both formed the creative campaign’s message. They have designed campaign messages to be spread to the netizens in a voluntary and participatory manner. For example, Demokreatif volunteers emphasize the use of visual cues such as illustrative images as a part of their creative campaign strategy due to its entertainment, audience engagement, and originality factor in comparison to digitally altered photos. this differs with JASMEV 2014’s choice of political meme characterized by illustrative images with satire and humor to engage its audiences. As for their aims and objectives, both volunteering communities are targeting voters from netizens. The volunteer’s tactical pursuits in creative campaigns further reaffirmed the notion that political volunteers are focused on political participation through the social media. the volunteer’s creative and participatory works on the 2014 presidential contestation promoted creative campaign model’s centrality in the birth of political expectations through digital politics. Political expectation is the projection of success through political calculations. Social media’s presence often brought political expectations into the politicians, political parties and other democratic institution’s discourse. Finally, we can conclude that the creative campaign model contributes to the strengthening of political expectations phenomenon’s presence. which is argued to be one of the best manoeuvres in Indonesian contemporary political culture. Keywords: Political Campaign Digital, Creative Campaigns, Social Media, JASMEV 2014, Demokreatif, Political Expectations.

Kata Kunci : Pemilihan Umum; Kampanye Politik