The Industry of Political Buzzing in Indonesia and Its Impact on Social Media Governance: Examining Viral Tweets

Titisari, Klara Esti Asihing and Amalia, Mirta and Camil, Mohammad Rinaldi The Industry of Political Buzzing in Indonesia and Its Impact on Social Media Governance: Examining Viral Tweets. In: The Next Digital Decade: Case Studies from Asia, Volume 1: Traces and Divides. Volume 1 – Traces and Divides, 1 (1). Konrad-Adenauer-Stiftung Regional Programme Political Dialogue Asia, Singapore; and Digital Asia Hub, Hong Kong, Hong Kong, pp. 170-199. ISBN 978-981-18-3491-2

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Abstract

Political buzzing in Indonesia nowadays bears a negative connotation, as buzzers often craft opinions based on hoaxes and misinformation. Such practices deteriorate public conversation on social media, further perplexing social media governance. Issues concerning the ecosystem of political buzzing and its link with social media governance are underexplored. This qualitative study attempts to address this gap by exploring the actors behind the industry of political buzzing, examining buzzing strategies and investigating the virality of a message. This study finds three major players behind the political buzzing industry: (1) politicians and political parties as the clients; (2) marketing agencies as the mediators who maintain a central role in connecting the demand and supply of buzzers; and (3) the buzzers themselves whose target is to create viral posts. Understanding the logic of each actor is key to improving social media governance.

Item Type:	Book Section
Subjects:	H Social Sciences > HM Sociology J Political Science > JA Political science (General)
Divisions:	Program Pascasarjana > Program Pascasarjana Filsafat
Depositing User:	ThM .-
Date Deposited:	19 Dec 2024 13:40
Last Modified:	19 Dec 2024 13:40
URI:	http://repo.driyarkara.ac.id/id/eprint/2061

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