The Electability Level of PDI-P on Social Media of Instagram

Abstract

In this era of the 21st century, political parties have many ways to develop a campaign, including on social media as a new medium to do a campaign. Partai Demokrasi Indonesia Perjuangan (PDI-P) has its own strategy toward social media to achieve their power in society. This research aims to discover the level of electability of PDI-P through Instagram, one of social media platforms being used to make social interaction with the public. Starting from Instagram, this research has decided three criteria: basic of election mode, media channels, and technological access to political party that can be seen by public. The analysis is conducted to a variety of large and small media outlets that analyze and explore things beyond political parties. This research uses Nvivo12 Plus as network analysis tools to identify and analyze data from Instagram related to PDI-P strategy. The results of this study show that social media has a significant role in pursuing and maintaining the power of political parties to stay strong in society’s life. This research also develops a novelty, based on the results, that social media has a strong power to build a strategy and accept plurality in society’s behavior, instead of building a strong branding of the political party itself and stand out as candidates.