Digital political public relations strategy Basuki T. Purnama - Djarot S. Hidayat on twitter in the 2017 regional election of Jakarta: study case of ethnicity and religion issue

Irfan, Edoardo and Swastiko, Burhan Agung (2020) Digital political public relations strategy Basuki T. Purnama - Djarot S. Hidayat on twitter in the 2017 regional election of Jakarta: study case of ethnicity and religion issue. Advances in Social Science, Education and Humanities Research, 459. pp. 89-94. ISSN 2352-5398

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Abstract

At this time, digital political public relations is already a crucial factor. In the digital political public relations, the management function as an enabler to purposeful communicating and action is paramount, because digital communication should not happen in a void. In public relations the understanding that relationships are central to successfully maintaining reputation, support, and a level of influence. One of the ways better realized through digital political public relations than other embodiments of the practice. Utilize the advantages of digital platforms with using social media such as Twitter. Public relations politics team Basuki T. Purnama – Djarot S. Hidayat candidates trying to maintain public reputation and support in the 2017 Regional Election of Jakarta. Because, the issue of ethnicity and religion which was attached to the candidates. The content or political message, and those called as influencers had become important variables in handling the issue. The research questions in this writing are, what was the form of the contents? How was the role of influencers during the campaign? The result of this research shows that the content or political message and the influencer had formed the image of this candidate as the “diversity” persons. In the key message of diversity, the image of Basuki T. Purnama – Djarot S. Hidayat was built as the servant of the people that work for all circles in Jakarta. It was formed in order of differentiation with the other candidate. Nevertheless, this political message of diversity was too late to be delivered explicity, and getting more intensified when the campaign was entering its second round. This demonstrate that there is a management void in digital communication by their public relations team.

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