Twitter Media Platform to Set-Up Political Branding: Analyzing @Kiyai_Marufamin in 2019 Presidential Election Campaign

Al Fauzi Rahmat, Eko Priyo Purnomo

Abstract


The presence of a Kiyai in political contestation in Indonesia has its own challenges because it is motivated by a religious figure who believes that voters can support themselves, especially Muslim voters. Furthermore, the Kiyai carried out various strategies to lure voters effectively on social media, referred Twitter accounts a strategic platform to lure voters in a political context. This article aims to identify political branding using social media Twitter by KH. Ma’ruf Amin as a vice-presidential candidate in the 2019 presidential election contest. Furthermore, qualitative methods are used for this research. Then, the analyzer uses NVivo 12 plus software to see the coding intensity of the KH Twitter account. KH Ma’ruf Amin namely @Kiyai_Marufamin, this tool can provide capture code of capture from a tweet that displays the intensity level. The results of this study indicate that KH. Ma’ruf Amin uses social media Twitter as a tool to find support, especially for Muslim voters. Social media activities in the period February 2019 - April 2019 were considered to have high intensity of coverage, this identified that the distribution of tweets by KH. Ma’ruf Amin is more about spreading tweets along with pictures, formal language and visual style against the background of a Kiyai. Thus, Twitter @Kiyai_Marufamin can provide a good political brand for KH. Ma’ruf Amin as a vice presidential candidate to participate in the 2019 presidential election in Indonesia.

Keywords: Twitter, political branding, KH. Ma’ruf Amin, 2019 presidential election campaign

 

ABSTRAK

Kehadiran dari seorang Kiyai dalam kontestasi politik di Indonesia memiliki tantangan tersendiri karena dilatarbelakangi seorang agamawan yang meyakini bahwa pemilih dapat mendukung dirinya, terutama pemilih Muslim. Selanjutnya seorang Kiyai melakukan berbagai strategi untuk memancing pemilih secara efektif di media sosial, dimana akun Twitter sebagai platform strategis untuk memikat para pemilih dalam kontekstasi politik. Artikel ini bertujuan untuk mengidentifi-kasi branding politik menggunakan media sosial Twitter oleh KH. Ma’ruf Amin sebagai kandidat wakil presiden dalam kontes pemilihan presiden 2019.  Selanjutnya, metode kualitatif digunakan untuk penelitian ini. Kemudian, alat analisa menggunakan perangkat lunak NVivo 12 plus untuk melihat intensitas pengkodean dari akun Twitter KH. Ma’ruf Amin yaitu @Kiyai_Marufamin, alat ini mampu memberikan laju koding tangkapan dari tweet yang menampilkan tingkat intensitas. Hasil penelitian ini menunjukkan bahwa KH. Ma’ruf Amin menggunakan media sosial Twitter sebagai alat untuk mencari dukungan, terutama bagi pemilih Muslim. Kegiatan media sosial pada periode Februari 2019 - April 2019 dianggap memiliki intensitas liputan yang tinggi, hal ini mengidentifikasikan bahwa distribusi tweet oleh KH. Ma’ruf Amin lebih tentang menyebarkan tweet bersama dengan gambar, bahasa formal dan gaya visual dengan latar belakang seorang Kiyai. Dengan demikian, Twitter @Kiyai_Marufamin dianggap dapat memberikan merek politik yang bagus untuk KH. Ma’ruf Amin sebagai kandidat wakil presiden untuk berpartisipasi dalam pemilihan presiden 2019 di Indonesia.

Kata kunci: Twitter, merek politik, KH. Ma’ruf Amin, kampanye pemilihan presiden 2019


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DOI: http://dx.doi.org/10.31000/nyimak.v4i1.2268

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