Differences in Campaign Strategy Between “Indonesian Work” and “Indonesia Adil Makmur” Via Twitter in The 2019 Election

Abstract

Social media as a popular media is currently being used by political parties in maximizing political campaign strategies. Since the 2014 and 2019 elections, the use of social media Twitter has become one of the most influential platforms in building or manipulating public opinion. The opinion that is built aims to mobilize public support during the campaign period. This study analyzes the strategy of political party news campaigns in the 2019 election. The data source comes from Twitter social media and is analyzed with a qualitative content approach. The unit of analysis is Tweets posted from January to April 2019 by political party accounts. The analysis tool used utilizes Nvivo 12Plus Software. The results of this study indicate that the news strategy of the "Indonesia Work" coalition is closely related to the success of the Joko Widodo government's program, while the news strategy of the "Indonesia Adil Makmur" coalition tends to highlight the failure of the Jokowi government. This study also found a typology based on political campaign strategies and packaging for the issues used.