Strategi Komunikasi Kampanye Sosial Berbentuk Video Berseri di Youtube pada Pemilu Presiden Indonesia 2014

Andreas Kennardi Julianto, Muhammad Sulhan

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT The Indonesian presidential election on July 2014 had matched two fractions, Joko Widodo-Jusuf Kalla and Prabowo Subianto-Hatta Rajasa as the legitimate candidates for the next president and vice president of Indonesia in 2014. Following the counting and final results, Prabowo-Hatta (45,85%-62.576.444) were defeated by Jokowi-JK (53,15%-70.997.833) with 8.421.389 votes as the difference from total votes (133. 754.277). During the presidential election, unknown sources had ramified false information that aimed to disparage, vilify, and embarrass both of the candidates. Such material used in the black campaign were contrary with public order and morals, thus they had concerned the public’s attention. For that reason, Cameo Production as a media production company on YouTube were inspired to create a communication strategy for social campaign by creating content to counter false material in the form of black campaign and also to educate public to be critical and smart while consuming and responding the political information. Cameo Productions released seven video series where each video had its own different message and purpose. Afterwards, Cameo Production declared themselves to support Prabowo before the election day through the video “Cameo Fun Campaign : Ketika Harus Memilih Prabowo atau Jokowi?”. This video caused a storm in social media and Cameo Production were alleged to have political agenda. This research describes the communication strategy using video series in Cameo Fun Campaign as a viral social campaign by Cameo Production during presidential election on July 2014. The researcher analyses the strategy to conduct a message from digital campaign. The result shows that a successful social campaign using digital media can be conducted with distinct and easily relatable content and must be implemented during the right time. Keywords : social campaign, social media, presidential election, communication strategy

Kata Kunci : Pemilu;Kampanye - Indonesia