“Media Sosial, Uang dan Politik” Studi Kasus: Dana Kampanye dalam Siklus Pemilihan Presiden Indonesia 2019

Arsa Widitiarsa Utoyo

Abstract


Memahami apakah dan bagaimana penggunaan politik dari platform-platform utama berdampak pada pemilihan umum sangat dibutuhkan mengingat penggunaan media sosial yang tersebar luas dan terus berkembang di kalangan pemilih dan tokoh politik. Khususnya, ada kelangkaan penelitian tentang penggunaan kampanye, yang sebagian besar berfokus pada taktik keterlibatan politisi atau upaya untuk mengukur pengaruh penggunaan media sosial terhadap pengetahuan, keterlibatan, atau pemungutan suara. Meskipun media sosial telah diakui memiliki peran penting dalam politik Indonesia, hanya sedikit yang memikirkan konsekuensi dari pembiayaan kampanye politik. Hasil finansial dari inisiatif media sosial dikuantifikasi untuk pertama kalinya dalam penelitian ini. Para penulis meneliti hubungan antara subjek dan volume konten media sosial dengan pendanaan kampanye yang diterima oleh kedua kandidat dalam pemilihan presiden Indonesia tahun 2019 dengan membentuk visualisasi data tingkat kandidat dari Facebook dan Twitter, Google Trends, tampilan halaman Wikipedia, dan catatan donasi Komisi Pemilihan Umum (KPU). Dengan mengontrol masa jabatan, populasi negara, dan pencarian informasi tentang kandidat, para penulis menemukan bahwa dengan menggunakan pendekatan pembelajaran tanpa pengawasan untuk mengidentifikasi tema-tema dalam konten kandidat di berbagai platform, mereka menemukan bahwa postingan yang lebih sering secara keseluruhan dan konten yang berhubungan dengan isu-isu terkait terkait dengan pendapatan donasi yang lebih tinggi. Namun, konten yang berhubungan dengan kampanye memiliki dampak yang lebih kuat daripada yang terakhir ketika jumlah dan bukan nilai sumbangan yang diperhitungkan.


Keywords


Media Sosial, Politik, Indonesia

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References


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DOI:

https://doi.org/10.36441/mahardikaadiwidi.v3i1.1760

DOI (PDF):

https://doi.org/10.36441/mahardikaadiwidi.v3i1.1760.g848

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