Political Campaign Ethics on Twitter Based on Local Ethnic in Indonesia

Abstract

The purpose of the study is to examine opportunities in terms of the ethics of political campaigns based on the philosophy of local ethnic Bugis during the 2018 election of the Governor of South Sulawesi on Twitter. The study used a quantitative research design using a survey method. In the study, descriptive content analysis was applied to define the narrative of political campaign ethics based on Bugis's Philosophy on Twitter. The research subjects were Twitter users who discussed topics and issues surrounding the cultural and moral values of the Bugis philosophy. Data are extracted from the official accounts of the 2018 South Sulawesi Governor candidates for analysis using Nvivo 12 Plus. The findings of this study explained that the ethics of political campaigns based on Bugis philosophy are not only confined to discussion in public spheres but have also been under discussion in digital spaces such as Twitter.