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RELIGIOUS AND POLITICAL PUBLIC SENTIMENT TOWARDS POLITICAL CAMPAIGN IN SOCIAL MEDIA: INDONESIA AND MALAYSIA CASES
Corresponding Author(s) : Eva Leiliyanti
Humanities & Social Sciences Reviews,
Vol. 8 No. 1 (2020): January
Abstract
Purpose of the study: This paper depicts the use of social media for political campaign in Indonesia and Malaysia whilst especially aiming at investigating religious and political sentiment of Indonesian (young) voters (reflected in their Twitter accounts, especially the tweets and memes) that supported Joko Widodo-Jusuf Kalla (hereafter Jokowi’s camp) and Prabowo Subianto-Hatta Rajasa camps (hereafter Prabowo’s camp) in the 2014 Presidential Election Indonesia.
Methodology: This qualitative study is a discourse analysis that deploys the Hallidayean transitivity system, language evaluation theory as well as social semiotics. Using stratified purposeful sampling, the data (tweets and memes of two contest political camps – the Islamic(/st?) versus the Nationalist) were taken during the campaign days (4 June –5 July 2014).
Main Findings: In the Indonesian case, the (c)overt black campaign of both camps operates in the framework of the contestation as well as the synthesis of the nationalist/Islamic(/st?) strands. They are deployed to be rhymed in the brand resonance the both camps’ campaign team forged. As for Malaysian, the use of social media platforms by its young electorates did not guarantee the popularity gained by the (legislative) candidates, as they overlooked the people’s collective memories of the 1998 Reform Movement that resonated with Malaysian identity.
Implicationof this study: As a preliminary part of multiyear research funded by Indonesia’s Ministry of Research, Technology and Higher Education, the findings become the textual foundation in producing the recommendation for public policy on the political campaign in social media (in this case the Twitter). Compared to other social media platforms, Twitter was chosen as it provides limited numbers of characters for its users (especially the two main camps – Jokowi’s versus Prabowo’s camps), not only to tweet but that more importantly also the tweets represent the perennial discursive contestation of the Islamic (-/st?) versus Nationalist strands to the current 2019 elections Indonesia.
Novelty/Originality of this study: The (c)overt black campaign of both camps operates in the framework of the contestation as well as the synthesis of the nationalist/Islamic(/st?) strands. They are deployed to be rhymed in the brand resonance the campaign team forged. A similar contesting strategy is deployed, such as countering similar religious and political issues that represent the supporters/volunteers(read also: public) sentiment in the cyberwar (in the form of utterance and visual war).
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- Arianto, B. (2014). Fenomena Relawan Politik dalam Kontestasi Presidensial 2014. Jurnal Ilmu Sosial dan Ilmu Politik, 18(2), 146-202. https://doi.org/10.22146/jsp.13128 DOI: https://doi.org/10.22146/jsp.13128
- Borondo J, Morales AJ, Losada JC, Benito RM. Characterizing and Modeling an Electoral Campaign in the Context of Twitter: 2011 Spanish Presidential Election as a Case Study. Chaos: An Interdisciplinary Journal of Nonlinear Science 2012; 22(2):023138–023138-7. https://doi.org/10.1063/1.4729139 DOI: https://doi.org/10.1063/1.4729139
- Bubalo, A, Fealy, G. & Mason, W. (2008). Zealous Democrats Islamism and Democracy in Egypt, Indonesia, and Turkey. New South Wales: Lowy Institute for International Policy.
- Caldarelli G, Chessa A, Pammolli F, Pompa G, Puliga M. A Multi-Level Geographical Study of Italian Political Elections from Twitter Data. PLoS ONE 2014; 9(5): e95809. https://doi.org/10.1371/journal.pone.0095809 DOI: https://doi.org/10.1371/journal.pone.0095809
- Djelantik, S. (2016). Political Communication and International Public Opinion: a Study of Jokowi’s Indonesia. Journal of Media Critiques, 2 (8), 147-160. https://doi.org/10.17349/jmc116210 DOI: https://doi.org/10.17349/jmc116210
- Fealy, G. (2017). Bigger than Ahok: Explaining the 2 December Mass Rally. Indonesia at Melbourne.
- Hamayotsu, K. (2014). Indonesia in 2014 the Year of Electing the People’s President. Asian Survey, 55(1), 174-183. https://doi.org/10.1525/as.2015.55.1.174 DOI: https://doi.org/10.1525/as.2015.55.1.174
- Hodge, R & Kress, G. (1988). Social Semiotics. Cambridge: Polity Press.
- Jaharudin, M.H. (2017). Pilihan Raya Umum Ke-13: Perubahan Budaya Politik Malaysia Dan Krisis Legitimasi Moral Barisan Nasional. Kajian Malaysia, Vol. 32, Supp. 2, 2014, 149–169
- Khairuddin, M.A. &Rao, A. (2017). Significance Of Likes: Analysing Passive Interactions On Facebook During Campaigning. Plos One, pp. 1-24. https://doi.org/10.1371/journal.pone.0179435 DOI: https://doi.org/10.1371/journal.pone.0179435
- Kominfo.(n.d.). Pengguna Internet Indonesia Nomor Enam Dunia.
- Kress, G. &van Leeuwen, T. (2006). Reading Images The Grammar of Visual Design (2nd ed.). London and New York: Routledge Taylor & Francis Group. https://doi.org/10.4324/9780203619728 DOI: https://doi.org/10.4324/9780203619728
- Leiliyanti, E. (2013). Representation and Symbolic Politics: an Analysis of Billboard Advertising in the Legislative Assembly Election of 2009. (Unpublished doctoral dissertation). Edith Cowan University, Perth, Western Australia
- Leiliyanti, E., & Diyantari. (2016). The Language of Religious Tolerance and Political Publicity Approaching the 2017 Gubernatorial Election of DKI Jaranal. Jurnal Multikultural&Multireligius, 15 (3): 7-19.
- Leiliyanti, E., Diyantari and Irawaty. (2017). Transcoding Wacana Konstruksi dan Kontestasi Citra Jokowi dan Prabowo dalam Media Sosial pada Masa Kampanye Pilpres 2014. Mozaik Humaniora, 17 (2): 192-213.
- Lim, M. (2017). Freedom To Hate: Social Media, Algorithmic Enclaves, And The Rise Of Tribal Nationalism In Indonesia. Critical Asian Studies, pp. 1-18. https://doi.org/10.1080/14672715.2017.1341188 DOI: https://doi.org/10.1080/14672715.2017.1341188
- Martin, J.R.,& White, P.R.R. (2005). The Language of Evaluation Appraisal in English. NY; Palgrave Macmillan.
- Mietzner, M. (2014). Indonesia’s 2014 Elections How Jokowi Won and Democracy Survived. Journal of Democracy, 25(4), 111-125. https://doi.org/10.1353/jod.2014.0073 DOI: https://doi.org/10.1353/jod.2014.0073
- Mietzner, M. (2014). Indonesia’s 2014 Elections How Jokowi Won and Democracy Survived. Journal of Democracy, 25(4), 111-125. https://doi.org/10.1353/jod.2014.0073 DOI: https://doi.org/10.1353/jod.2014.0073
- Mietzner, M. (2015). Reinventing Asian Populism Jokowi’s Rise, Democracy, and Political Contestation in Indonesia. Hawaii: East-West Center.
- Mietzner, M. 2016. Coercing Loyalty: Coalitional Presidentialism and Party Politics in Jokowi’s Indonesia. Contemporary Southeast Asia Vol. 38, No. 2 (2016), pp. 209-32. https://doi.org/10.1355/cs38-2b DOI: https://doi.org/10.1355/cs38-2b
- Njoto-Feillard, G. (2015). Hizbut Tharir Indonesia in 2014: the Political Economy of Discontent. Singapore: ISEAS Publishing. https://doi.org/10.1355/9789814695619 DOI: https://doi.org/10.1355/9789814695619
- Nugroho, B. &Setia, M. Y. H. L. M. (2014). Jokowi People Power. Jakarta: PT. Gramedia Pustaka Utama.
- Puyok, A. (2013). Malaysia's 13th General Election. East Asia Forum, 2 May.
- Roosa, J. (2014, Juni 10). Dua Tubuh Soekarno. Indoprogress Media Pemikiran Progresif.
- Salamah, U.( 2015). Brand Pemimpin Politik.Jakarta: Media Informasi.
- Sani, M.A. M. (2014). The Social Media Election In Malaysia: The 13th General Election In 2013. Kajian Malaysia, Vol. 32, Supp. 2, 2014, 123–147.
- Sen, K. &Hill, D.T. (2007). Media, Culture and Politics in Indonesia. Jakarta: Equinox Publishing.
- Subijanto, R. (2014). Antara ‘Rakyat’ dan ‘Publik’: Politik Komunikasi Pemilu. Indoprogress Media Pemikiran Progresif.
- Suruhanjaya Pilihan Raya Malaysia. (2013). Statistik pilihan raya.
- Tapsell, R. (2017).Post-truth Politics in Southeast Asia. Inside Story.
- Thompson, R. L.( 2011). Radicalization and the Use of Social Media. Journal of Strategic Security 4 (4): 167–190. https://doi.org/10.5038/1944-0472.4.4.8 DOI: https://doi.org/10.5038/1944-0472.4.4.8
- Tomsa, D. (2012). Moderating Islam in Indonesia: Tracing Patterns of Party Change in the Prosperous Justice Party. Political Research Quaterly, 65(3), 486-498. https://doi.org/10.1177/1065912911404566 DOI: https://doi.org/10.1177/1065912911404566
- Tumasjan Andranik, Sprenger Timm O, Sandner Philipp G, Welpe Isabell M. Election Forecasts With Twitter: How 140 Characters Reflect the Political Landscape. Social Science Computer Review 2011; 29(4):402–418. https://doi.org/10.1177/0894439310386557 DOI: https://doi.org/10.1177/0894439310386557
- Tyson, A. &Purnomo, B. (2016). President Jokowi and the 2014 Obor Rakyat controversy in Indonesia. Critical Asian Studies. https://doi.org/10.1080/14672715.2016.1258585 DOI: https://doi.org/10.1080/14672715.2016.1258585
- Woodward, K.E. (2015). Indonesian Schools: Shaping the Future of Islam and Democracy in a Democratic Muslim Country. Journal of International Education and Leadership, 5(1): 1-23.
References
Arianto, B. (2014). Fenomena Relawan Politik dalam Kontestasi Presidensial 2014. Jurnal Ilmu Sosial dan Ilmu Politik, 18(2), 146-202. https://doi.org/10.22146/jsp.13128 DOI: https://doi.org/10.22146/jsp.13128
Borondo J, Morales AJ, Losada JC, Benito RM. Characterizing and Modeling an Electoral Campaign in the Context of Twitter: 2011 Spanish Presidential Election as a Case Study. Chaos: An Interdisciplinary Journal of Nonlinear Science 2012; 22(2):023138–023138-7. https://doi.org/10.1063/1.4729139 DOI: https://doi.org/10.1063/1.4729139
Bubalo, A, Fealy, G. & Mason, W. (2008). Zealous Democrats Islamism and Democracy in Egypt, Indonesia, and Turkey. New South Wales: Lowy Institute for International Policy.
Caldarelli G, Chessa A, Pammolli F, Pompa G, Puliga M. A Multi-Level Geographical Study of Italian Political Elections from Twitter Data. PLoS ONE 2014; 9(5): e95809. https://doi.org/10.1371/journal.pone.0095809 DOI: https://doi.org/10.1371/journal.pone.0095809
Djelantik, S. (2016). Political Communication and International Public Opinion: a Study of Jokowi’s Indonesia. Journal of Media Critiques, 2 (8), 147-160. https://doi.org/10.17349/jmc116210 DOI: https://doi.org/10.17349/jmc116210
Fealy, G. (2017). Bigger than Ahok: Explaining the 2 December Mass Rally. Indonesia at Melbourne.
Hamayotsu, K. (2014). Indonesia in 2014 the Year of Electing the People’s President. Asian Survey, 55(1), 174-183. https://doi.org/10.1525/as.2015.55.1.174 DOI: https://doi.org/10.1525/as.2015.55.1.174
Hodge, R & Kress, G. (1988). Social Semiotics. Cambridge: Polity Press.
Jaharudin, M.H. (2017). Pilihan Raya Umum Ke-13: Perubahan Budaya Politik Malaysia Dan Krisis Legitimasi Moral Barisan Nasional. Kajian Malaysia, Vol. 32, Supp. 2, 2014, 149–169
Khairuddin, M.A. &Rao, A. (2017). Significance Of Likes: Analysing Passive Interactions On Facebook During Campaigning. Plos One, pp. 1-24. https://doi.org/10.1371/journal.pone.0179435 DOI: https://doi.org/10.1371/journal.pone.0179435
Kominfo.(n.d.). Pengguna Internet Indonesia Nomor Enam Dunia.
Kress, G. &van Leeuwen, T. (2006). Reading Images The Grammar of Visual Design (2nd ed.). London and New York: Routledge Taylor & Francis Group. https://doi.org/10.4324/9780203619728 DOI: https://doi.org/10.4324/9780203619728
Leiliyanti, E. (2013). Representation and Symbolic Politics: an Analysis of Billboard Advertising in the Legislative Assembly Election of 2009. (Unpublished doctoral dissertation). Edith Cowan University, Perth, Western Australia
Leiliyanti, E., & Diyantari. (2016). The Language of Religious Tolerance and Political Publicity Approaching the 2017 Gubernatorial Election of DKI Jaranal. Jurnal Multikultural&Multireligius, 15 (3): 7-19.
Leiliyanti, E., Diyantari and Irawaty. (2017). Transcoding Wacana Konstruksi dan Kontestasi Citra Jokowi dan Prabowo dalam Media Sosial pada Masa Kampanye Pilpres 2014. Mozaik Humaniora, 17 (2): 192-213.
Lim, M. (2017). Freedom To Hate: Social Media, Algorithmic Enclaves, And The Rise Of Tribal Nationalism In Indonesia. Critical Asian Studies, pp. 1-18. https://doi.org/10.1080/14672715.2017.1341188 DOI: https://doi.org/10.1080/14672715.2017.1341188
Martin, J.R.,& White, P.R.R. (2005). The Language of Evaluation Appraisal in English. NY; Palgrave Macmillan.
Mietzner, M. (2014). Indonesia’s 2014 Elections How Jokowi Won and Democracy Survived. Journal of Democracy, 25(4), 111-125. https://doi.org/10.1353/jod.2014.0073 DOI: https://doi.org/10.1353/jod.2014.0073
Mietzner, M. (2014). Indonesia’s 2014 Elections How Jokowi Won and Democracy Survived. Journal of Democracy, 25(4), 111-125. https://doi.org/10.1353/jod.2014.0073 DOI: https://doi.org/10.1353/jod.2014.0073
Mietzner, M. (2015). Reinventing Asian Populism Jokowi’s Rise, Democracy, and Political Contestation in Indonesia. Hawaii: East-West Center.
Mietzner, M. 2016. Coercing Loyalty: Coalitional Presidentialism and Party Politics in Jokowi’s Indonesia. Contemporary Southeast Asia Vol. 38, No. 2 (2016), pp. 209-32. https://doi.org/10.1355/cs38-2b DOI: https://doi.org/10.1355/cs38-2b
Njoto-Feillard, G. (2015). Hizbut Tharir Indonesia in 2014: the Political Economy of Discontent. Singapore: ISEAS Publishing. https://doi.org/10.1355/9789814695619 DOI: https://doi.org/10.1355/9789814695619
Nugroho, B. &Setia, M. Y. H. L. M. (2014). Jokowi People Power. Jakarta: PT. Gramedia Pustaka Utama.
Puyok, A. (2013). Malaysia's 13th General Election. East Asia Forum, 2 May.
Roosa, J. (2014, Juni 10). Dua Tubuh Soekarno. Indoprogress Media Pemikiran Progresif.
Salamah, U.( 2015). Brand Pemimpin Politik.Jakarta: Media Informasi.
Sani, M.A. M. (2014). The Social Media Election In Malaysia: The 13th General Election In 2013. Kajian Malaysia, Vol. 32, Supp. 2, 2014, 123–147.
Sen, K. &Hill, D.T. (2007). Media, Culture and Politics in Indonesia. Jakarta: Equinox Publishing.
Subijanto, R. (2014). Antara ‘Rakyat’ dan ‘Publik’: Politik Komunikasi Pemilu. Indoprogress Media Pemikiran Progresif.
Suruhanjaya Pilihan Raya Malaysia. (2013). Statistik pilihan raya.
Tapsell, R. (2017).Post-truth Politics in Southeast Asia. Inside Story.
Thompson, R. L.( 2011). Radicalization and the Use of Social Media. Journal of Strategic Security 4 (4): 167–190. https://doi.org/10.5038/1944-0472.4.4.8 DOI: https://doi.org/10.5038/1944-0472.4.4.8
Tomsa, D. (2012). Moderating Islam in Indonesia: Tracing Patterns of Party Change in the Prosperous Justice Party. Political Research Quaterly, 65(3), 486-498. https://doi.org/10.1177/1065912911404566 DOI: https://doi.org/10.1177/1065912911404566
Tumasjan Andranik, Sprenger Timm O, Sandner Philipp G, Welpe Isabell M. Election Forecasts With Twitter: How 140 Characters Reflect the Political Landscape. Social Science Computer Review 2011; 29(4):402–418. https://doi.org/10.1177/0894439310386557 DOI: https://doi.org/10.1177/0894439310386557
Tyson, A. &Purnomo, B. (2016). President Jokowi and the 2014 Obor Rakyat controversy in Indonesia. Critical Asian Studies. https://doi.org/10.1080/14672715.2016.1258585 DOI: https://doi.org/10.1080/14672715.2016.1258585
Woodward, K.E. (2015). Indonesian Schools: Shaping the Future of Islam and Democracy in a Democratic Muslim Country. Journal of International Education and Leadership, 5(1): 1-23.