Simulacra Politics: Digital Advertising for the 2024 Presidential Election on Social Media
Abstract
The presidential election in Indonesia will be held in 2024, but the excitement of conversations on various social media platforms has been felt at this time. This political party, which is held every 5 years, has attracted a lot of public attention, one of which is through political advertising on social media. Social media is relatively dominant in human use today, and until the way we interact and communicate using social media can understand identity in context is one area that attracts a lot of interest in using it. It is considered like a boon, as a way to connect many people and streamline communication. One of Baudrillard's thoughts is simulation in social media which becomes simulacra in digital advertising. Humans today live in a world full of simulation, almost nothing is real outside of simulation, nothing is genuine and can be imitated. Industrial culture disguises the distance between facts and information, between information and entertainment, between entertainment and political interests. The purpose of this research is to evaluate symbols or signs in political advertisements for the 2024 presidential election on social media. The method will be carried out with netnography through big data analysis by finding simulacra signs in digital advertisements for the 2024 presidential election. The existence of digital advertising in elections offers a great opportunity to increase voter participation and engagement. However, keep in mind that the use of digital advertising also brings challenges and responsibilities that must be handled wisely by all relevant parties.
References
Boer, K. M. (2014). Iklan Partai Politik Dan Politik Media. Jurnal Visi Komunikasi, 13(02), 296–310. https://publikasi.mercubuana.ac.id/index.php/viskom/article/view/1660
Candraningrum, D. (2019). Digital Political Party Campaign In Attracting Young Voters. Third International Conference on Sustainable Innovation 2019 – Humanity, Education and Social Sciences (IcoSIHESS 2019) Digital, 353(IcoSIHESS), 241–246. https://doi.org/10.2991/icosihess-19.2019.41
Chao, E. C. (2015). The-Truth-About-Islam.Com: Ordinary Theories of Racism and Cyber Islamophobia. Critical Sociology, 41(1), 57–75. https://doi.org/10.1177/0896920513508662
Chester, J., & Montgomery, K. C. (2017). The role of digital marketing in political campaigns. Internet Policy Review, 6(4), 1–20. https://doi.org/10.14763/2017.4.773
Epstein, R., & Robertson, R. E. (2015). The search engine manipulation effect (SEME) and its possible impact on the outcomes of elections. Proceedings of the National Academy of Sciences of the United States of America, 112(33), E4512–E4521. https://doi.org/10.1073/pnas.1419828112
Fadhlurrohman, M. I., & Purnomo, E. P. (2020). The role of online mass media as a tool for the 2019 political campaign in Indonesia. Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies), 4(2), 311. https://doi.org/10.25139/jsk.v4i2.2182
Fowler, E. F., Franz, M. M., Martin, G. J., Peskowitz, Z., & Ridout, T. N. (2021). Political Advertising Online and Offline. American Political Sc ience Review, 115(1), 130–149. https://doi.org/10.1017/S0003055420000696
Franzia, E., Piliang, Y. A., & Saidi, A. I. (2015). Manifestation of Minangkabau Cultural Identity through Public Engagement in Virtual Community. Procedia - Social and Behavioral Sciences, 184(August 2014), 56–62. https://doi.org/10.1016/j.sbspro.2015.05.053
Fuchs, C. (2016). Reading Marx in The Information Age (Volume 1). Routledge.
Ghosh, D., & Scott, B. (2018). Digital deceit: The technologies behind precision propaganda on the internet digital (Issue January). https://www.newamerica.org/pit/policy-papers/digitaldeceit/
Gomez, J. (2014). Social Media Impact on Malaysia’s 13th General Election. Asia Pacific Media Educator, 24(1), 95–105. https://doi.org/10.1177/1326365X14539213
Hartanto, A. (2021). Makna Tanda dalam Iklan Politik Pemilihan Presiden Indonesia The Meaning of Sign in Political Advertising of the Indonesian Presidential Election. Jurnal Pekommas, 6(2015), 43–50. https://doi.org/10.30818/jpkm.2021.2060105
Haryono, C. G. (2020). Kepalsuan Hidup Dalam Hiperrealitas Iklan. Profetik: Jurnal Komunikasi, 12(2), 232. https://doi.org/10.14421/pjk.v12i2.1662
Hisan, K., & Azhar, A. A. (2020). Trend Iklan Politik Luar Ruang Dalam Ruang Media Massa. Al-Hikmah Media Dakwah, Komunikasi, Sosial Dan Kebudayaan, 11(2), 80–84. https://doi.org/10.32505/hikmah.v11i2.2543
Jungherr, A., Rivero, G., & Gayo-Avello, D. (2020). Digital Media in Politics. In: Retooling Politics: How Digital Media Are Shaping Democracy. Cambridge University Press.
Kim, S. S., Zilinsky, J., & Brew, B. (2023). Donate To Help Us Fight Back : Political Fundraising and Toxic Rhetoric Online.
Kozinets, R. V. (2015). Netnography : Redefined 2nd Edition. Sage Publications Ltd.
Kozinets, R. V. (2020). Netnography The Essential Guide to Qualitative Social Media Research. Sage Publication, Inc.
Kustiawan, W., Rizky Ramadhani, K., Valentina Damanik, S., & Muharramsyah, A. (2022). Pengaruh Iklan Politik Dalam Mengambil Aspirasi Rakyat. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(8), 1371–1380. https://doi.org/10.54443/sibatik.v1i8.178
Morris, J. (2021). Simulacra in the Age of Social Media: Baudrillard as the Prophet of Fake News. Journal of Communication Inquiry, 45(4), 319–336. https://doi.org/10.1177/0196859920977154
Mosco, V. (2009). The Political Economy of Communication. In Sage Publications (Vol. 3). Sage Publications Ltd.
Naser, M. N. A., & Ismail, S. A. (2020). the Influence of Advertising Value on Attitude Toward Political Advertising in Social Media Among University Students. International Journal of Politics, Public Policy and Social Works, 2(7), 93–107. https://doi.org/10.35631/ijppsw.27007
Andriana, N. (2022). Pandangan Partai Politik Terhadap Media Sosial Sebagai Salah Satu Alat Komunikasi Politik Untuk Mendekati Pemilih Muda (Gen Y Dan Z): Studi Kasus PDI-P Dan PSI. Jurnal Penelitian Politik, 19(1), 51-66.
Nofiard, F. (2022). Komunikasi Politik Digital di Indonesia. Al-Hiwar : Jurnal Ilmu Dan Teknik Dakwah, 10(2), 31. https://doi.org/10.18592/al-hiwar.v10i2.7548
Sari, N. I. (2020). Politik Simulacra dalam Ekstasi Media Sosial di Indonesia. Ad-Dariyah: Jurnal Dialektika, Sosial dan Budaya, 1(1), 40-51. https://doi.org/10.55623/ad.v1i1.21
Pilliang, Y. (2012). Masyarakat Informasi dan Digital: Teknologi Informasi dan Perubahan Sosial. Jurnal Sosioteknologi, 11(27), 143–155.
Purbolaksono, A. (2020). The Use of Social Media as Candidate Campaign Tool in elections in Indonesia Post-New Order. 389(Icstcsd 2019), 70–76. https://doi.org/10.2991/icstcsd-19.2020.14
Retnowati, Y. (2013). Efektivitas Iklan dalam Meraih Partisipasi Politik. Wacana, XII(3), 201–211.
Ritzer, G. (2012). Teori sosiologi : Dari sosiologi klasik sampai perkembangan terakhir postmodern (8th ed.). Pustaka Pelajar.
Ronda, A. M. (2018). Tafsir Kontemporer Ilmu Komunikasi : Tinjauan Teoritis, Epistemologi, Aksiologi (Rahtika Diana (ed.); 1st ed.). Indigo Media.
Saumantri, T., & Zikrillah, A. (2020). Teori Simulacra Jean Baudrillard Dalam Dunia Komunikasi Media Massa. ORASI: Jurnal Dakwah Dan Komunikasi, 11(2), 247. https://doi.org/10.24235/orasi.v11i2.7177
Setiawan, J., & Sudrajat, A. (2018). Pemikiran Postmodernisme Dan Pandangannya Terhadap Ilmu Pengetahuan. Jurnal Filsafat, 28(1), 25. https://doi.org/10.22146/jf.33296
Tan, N. (2020). Electoral Management of Digital Campaigns and Disinformation in East and Southeast Asia. Election Law Journal: Rules, Politics, and Policy, 19(2), 214–239. https://doi.org/10.1089/elj.2019.0599
Utari, N. (2022). Penggunaan Media Sosial Dan Transformasi Pemasaran Politik Dan Kampanye Demokrasi Yang Berkembang Di Indonesia. SIBATIK JOURNAL: Jurnal Ilmiah Bidang Sosial, Ekonomi, Budaya, Teknologi, Dan Pendidikan, 1(8), 1515–1524. https://doi.org/10.54443/sibatik.v1i8.199
Wandoko, W., & Panggati, I. E. (2019). Analisa Faktor-Faktor Yang Mempengaruhi Sikap Konsumen Pada Iklan Digital Di Indonesia. Journal Of Technology Information, 5(1), 25–30.
William, R., & Wuryandari, N. E. R. (2020). Political Marketing In The Election For Governor In This Digital Age. Dinasti International Journal of Management Science (DIJMS), 2(1), 112–124. https://doi.org/10.31933/DIJMS
Williams, C. B., & Gulati, G. J. “Jeff.” (2018). Digital Advertising Expenditures in the 2016 Presidential Election. Gender and Development, 120(1), 0–22.
Yaakop, A. Y., Padlee, S. F., Set, K., & Salleh, M. (2019). Legal Implication of Black Campaigns on The Social Media in The General Election Process. Mediterranean Journal of Social Sciences, 1(1), 2019.
Copyright (c) 2024 Journal La Sociale
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
