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The Effectiveness of Political Campaign on Instagram to Influence Vote Intention
Abstract
This study is conducted effectiveness of political campaign through Instagram as a social media to influence vote intention among Millenials in Indonesia. The study is performed with a quantitative approach and gathered data from 99 respondents that is a citizen of Bandung and eligible to vote. The findings revealed that four variables that influence the quality of the social media political campaign, namely content quality, the informality of speech, design, and frequency of post have the significant and positive influence to vote intention. However, among these variables, the most significant and positive influence belongs to design. It seems related to the nature of Instagram as photo-based social media.
... Platform ini digunakan oleh banyak pemimpin publik di Indonesia seperti Anies Baswedan, Ridwan Kamil, dan Ganjar Pranowo (Kurniawati & Hastjarjo, 2022). Menurut penelitian terdahulu yang dilakukan, kualitas konten, informalitas pidato kampanye politik, desain kampanye politik, dan frekuensi unggahan dalam kampanye politik berdampak positif terhadap niat memilih (Gracia, 2020). Penelitian tersebut mengungkapkan bahwa desain memiliki pengaruh yang paling berpengaruh, diikuti oleh frekuensi mengunggah konten di peringkat kedua. ...
- Indonesia will hold presidential elections in 2024. Several presidential candidates have begun to be voiced by political parties. One of them is Prabowo Subianto who currently serves as the Minister of Defense of the Republic of Indonesia. Prabowo Subianto himself has fought four times in a row in the presidential election, and 2024 is the fifth time in this political contest. Since the development of the internet, social media has become a channel for conveying messages. One that is growing rapidly and is used by public leaders is Instagram. Therefore it is important to see what public leaders, in this case Prabowo Subianto, want to convey to the public through the official Instagram account. The face or image of a public leader can be seen clearly through uploads made on Instagram. This research uses content analysis, and uses data from October 23, 2019 to December 1, 2022. This time span is since Prabowo Subianto was appointed as the Minister of Defense of the Republic of Indonesia. Through content analysis it was found that Prabowo communicated himself as a competent leader in his field. He also displays a fairly balanced professional side and personal life. Prabowo also described his close relationship with politicians and government agents as well as non-political public figures. It was found that the uploaded content lacked closeness with the community or the people. While the presidential election is very dependent on the people's vote at the time of the election. Instagram as a social media platform can be used to display images or messages for its audience.
Social media is widely known by the public only for communicating between individuals, but currently social media is not only used as a means of communication between individuals, but is also used to form personal branding. One of them is the Instagram social media, Lapak Ganjar @lapak_ganjar, which is an account of the Central Java Governor Ganjar Pranowo's program to build personal branding. Apart from building personal branding, the @lapak_ganjar account is also intended to help Central Java UMKM who have been affected by the pandemi covid-19. Through the Stall Ganjar program, Ganjar Pranowo will get a good perception in the eyes of the public because of his caring attitude towards Central Java UMKM. The purpose of this research is to find out how Ganjar Pranowo forms personal branding through Instagram social media.The method used in this research is descriptive qualitative with data collection techniques used are interviews, documentation studies and literature studies. This research is expected to explain how Ganjar Pranowo forms his personal branding for the people of Central Java. In the Lapak Ganjar program, Ganjar Pranowo impresses that he is a leader who cares about UMKM, a people leader, and a millennial leader with his activeness on Instagram social media. The governor of Central Java, Ganjar Pranowo, is very supportive of UMKM in Central Java, so that Ganjar Pranowo has been named the father of UMKM. This research is expected to be an illustration of personal branding carried out by a politician or a leader.
Developing a real network-society, the political communication through Social Media is no longer performing unidirectional, the political actors and the journalists do not have the same influence on the masses, as they had in the classic systems of political communication and the online opinion leaders have become key-factors in all this equation. In this sense, the main purpose of online campaign staff is to empower fans to interact with the posts of the candidate. Thus, any kind of feedback - like, comment or share – decentralizes the political message in social groups of fans, where he has a greater influence than the political actor. Once the message is discussed in social groups, strong ties (friends) of the fans are persuaded to become, in their turn, fans of the political actor and the conversion rate increase and this process will continue as long as interaction rate is high. In this paper, we aim to analyse the communication process through Facebook in the electoral campaign for the 2014 Romanian Presidential Elections and to compare the level of support for candidates on Facebook and for the real vote.
The assessment of content quality (CQ) in social media adds a layer of complexity over traditional information quality assessment frameworks. Challenges arise in accurately evaluating the quality of content that has been created by users from different backgrounds, for different domains and consumed by users with different requirements. This paper presents a comprehensive review of 19 existing CQ assessment related frameworks for social media in addition to proposing directions for framework improvements.
Although social media have become an increasing feature in Canadian electoral politics and have been given increased attention in research on Canadian political communication, the use of social media in municipal elections has yet to be thoroughly studied. This paper employs a quantitative analysis to assess the extent and effectiveness of social media use by candidates during the 2010 Niagara municipal elections. The types of content posted online, the level of interaction between candidates and voters, and the impact on electoral success are examined. An interaction scale developed for this study helps gauge the level of interactivity between candidates and voters. Although it is determined that social media were being used during the campaigns, the interaction between candidates and voters was low. There are differences in electoral success for incumbents and challengers and a positive correlation is identified between the success of challenger candidates and the number of Facebook "likes" and posts. Conversely, the use of social media has a negative correlation with success for incumbents. A number of directions for future research on social media in municipal campaigns are suggested. © Copyright 2014 by the Institute of Urban Studies All rights of reproduction in any form reserved.
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