Hashtags and Digital Movement of Opinion Mobilization: A Social Network Analysis/SNA Study on #BubarkanKPAI vs #KamiBersamaKPAI Hashtags

Abstract

This study examined the role of hashtag (#) in the mobilization of digital opinion supports. Could different hashtags (#) create different mobilizations? The theory used in this study is the Digital Movement of Opinion (DMO), which is a digital activism marked by spontaneous and unorganized reactions of social media users. The case investigated is a hashtags match between #BubarkanKPAI and #KamiBersKKAI. The method applied is the Social Network Analysis (SNA). The results showed that #BubarkanKPAI was more able to create mobilization compared to the hashtag #KamiBersamaK-PAI. The hashtag #BubarkanKPAI was successful because it is more emotional, creates narrative imagination and has a clear frame.