RISE OF DIGITAL CAMPAIGNING IN INDONESIA

In the last decade, we have witnessed electoral campaigns by political parties around the world
associated with the digital platform. For instance, Obama 2008 and 2012 Facebook Campaign, which
has marked of symbol of online campaigning. Indeed, because of the Information and Communication
Technologies (ICTs) development has provides the new way people communicate on other level, this
include to the its effect to political opinion and result of election in a nation. Furthermore, with the
Social Networking Site (SNS) or social media enables parties and individuals to communicate, in this
case, is used for political communication especially near the election campaigning period. Yet, this
activity indicates how this digital culture has converged to our life. Therefore, it is evident that the
digital platform has transformed the way political parties and electoral campaigns conducted. However,
the impact of the transformation is might be varied in each nation. Thus, this essay will discuss how the
Indonesias political party and its candidates utilized social media to campaign for the presidency.

Parties and Electoral Campaigning

Ufen (2010) outlines in his article about stages in campaigning in western countries based on Farrell
and Webb (2000), Norris (2000), Plasser and Plasser (2002), Gibson and Rmmele (2009) and others.
There are three stages of campaigning in which inter alia parallel on the phase of technology evolution.
At the first stage, electioneering was identified by face-to-face communication among voters and party
members. As traditional low budget campaign with printed publication, mass events, and rallies. In this
stage, consultant role is not important because feedback is gathered through direct link between party
members and voters. In the second segment, mass media plays a major role. As large-scale opinion poll
was feedback source, therefore expert consultant is starting to work and campaigns were centrally
organized. Debates on TV, press confess and pseudo-events are important to campaigning to mobilize
voters replacing mass-parties from stage one. In this stage, the ties between citizen is weaker and activist
at grass-root level missed their importance.

The last and current stage is using communication technologies such as the Internet and public relations
consultants who base their findings on opinion polls and focus group interviews, at this stage
campaigning is more targeted and reflecting business-like environment. Moreover, the consultants are
more independent conducting their research. These stages are often linked one to another as different
strategy by political parties in which ideal-typically either product-, sales-, or market-oriented (Lees-
Marshment, 2001). Using this Lees-Marchment (2001) transfers marketing perception to examine of
political parties. Accordingly, a product-oriented party argues for its own philosophy and policies and
does not change its ideas or product even if it fails to succeed at elections. A sales-oriented party
believes in its own ideas and policies, but understands that these should be sold to the public. As a
market-oriented party intends to analyze the needs and wants of particular groups and responds by
adjusting its policies, images and behavior.

Digital Marketing, Political Communication, and Social Media

From BusinessDictionary.com, Marketing could be described as a management process through which

product (goods or service) move from concept to the customer. Moreover, the concept of digitalization
also affecting the marketing, as Digital Marketing is the use of internet and other interactive technology
to generate and to connect dialog among establishment and identified consumer (Coviello, et al., 2001).
This development of digital marketing through web, mobile devices, and games devices offer
advertising new access that is very influential. Thus, internet has important role in digital marketing
activities. Referring to the politic, certainly digital marketing could be applied to the political
campaigning (Saleh & Pratomo, 2014).

In term of communication relating to politic, there are a specific subject of Political Communication.
Therefore, Political communication is an interactive process concerning the transmission of information
among politicians, the news media and the public (Norris, 2004). The process of communication not
only operates down-wards from institutions towards citizens, but also horizontally in linkages among
politicians, and upwards from public opinion towards authorities. In other words, the role of
communication in the political process as defined by Chaffee (Kaid, 2004). It implies that any form of
communication activity, both verbal and non-verbal, which is related to the political process or political
activities is part of political communication. Yet, another definition has been outlined by Meadow
(1980) that political communication denotes to any conversation to significant extents that have been
formed by or have consequences for the political system. Therefore, the Political Communication is the
communication process which have effects or consequences of political activity (Saleh & Pratomo,
2014).

While, in this essay will be focusing to the use of social media in political or electoral campaigning.
Social media itself is described by Boyd & Ellison (2007) as web-based services that enable individuals
to form a public or semi-public profile within a constrained system, articulate a list of other users with
whom they share a connection, and view and traverse their list of connections and those made by others
within the system. However, the nature these connections may differ from each site (Boyd & Ellison,
2007). While another definition about social network as a group of Internet-based applications that
shape on the ideological and technological foundations of Web 2.0, which allows the creation and
exchange of user-generated content (Kaplan & Haenlein, 2010). Furthermore, the content itself is
consist of texts, photos, audio clips, video clips, and other multimedia elements, yet it can be shared
with each other through various sites (Dao, 2015). Similarly, Dao (2015) explains social media use this
innovative technology to enable integration, collaboration, and interaction among users.

Moreover, because there are various type of social media, Dao (2015) has outlined six different types
of social media based on Kaplan and Haenlein (2010) framework. The type of social media are: (a)
Collaborative projects, (b) blogs and micro blogs, (c) content communities, (d) social networking sites,
(e) virtual game worlds, and (f) virtual communities. The first type is collaborative project or blog such
a Wikipedia which allow participant to work on same project. The second type is blog or microblog
that considered as personal web pages where individuals can communicate through texts and other
multimedia like videos, audios, and pictures. The most common example of blogs is such Blogger and
WordPress. The third type is content communities that functioned as sharing media content (e.g.: video,
image, and music) between users. This is reflected on sites such as: YouTube and Flickr. Social
Networking as type number four like Facebook, LinkedIn, and Myspace are considered as the most
common networking sites. Moreover, this type of social media called social networking sites because
its nature for social communication which enable the user to create their own profile, access other
connection profile, share information or media content, and communicating with instant message. The
fifth type of social media is Virtual game world, it reflects from the name that they are sites where users
could participate in games and create their virtual identity or avatar in virtual worlds, for instance,
Warcraft is one of the popular virtual game online. The last type is Virtual Social World which allows
users to create their identity from avatar, behavior, personality, and action in a virtual life that similar
to a reality. Therefore, in general social media is great invention of mass communication technology
which have a big impact to social interactivity pattern (Saleh & Pratomo, 2014).
To elaborate between frameworks, the political campaign at the third stage are using digital technology
to implement the campaigns. Yet, the campaign grows as part of marketing process. Digital marketing
concept is precise if conceptualized in political campaign especially within electoral election, in which
referred to the concept Political digital marketing.

Indonesia Political Party and Election

On May 21st 1998, the most massive student protest occurred in the many cities in Indonesia, including
the largest number in the capital of Jakarta. This movement demanded for former President Soeharto,
also known as new order regime, who was ruling the nation for 32 years to step down the chair. Thus,
Soeharto was agree to resign from his thrown then it followed by his vice president, B.J. Habibie to be
an acting president.

To understand the context, we should see the political environment while Soeharto was on chair. Under
new-order regime, there were only 3 political parties in Indonesia. The first is, Golongan Karya or
Golkar which was founded by Soeharto as a dominant party that supported him during his presidency.
This parties represent workers, youth, pupils, women, fishermen, civil servants, intellectuals, veterans,
the armed forces, etc. In which it has won all six elections since 1971, each time with more than 60 per
cent of the votes. While the other 2 parties are, PDI (Partai Demokrasi Indonesia Indonesian
Democratic Party) and the Islamic PPP (Partai Persatuan Pembanguan United Development Party).
At that time, political party activities were restricted. Campaigning was only in the campaign period,
yet PDI and PPP were forced to reduce their campaign while Golkar was on the move. Moreover, they
were not allowed to launch branches below the district level and expected to be program-oriented
(Ufen, 2010). Therefore, as semi-oppositional, PDI and PPP were not able to provide alternative
political idea. Additionally, at that time, election was generated by money politic such vote-buying,
intimidation acts, vote count manipulation, the government screening of prospective candidate, the
removal of nonconformist politician, and any kind of restrictions on campaigning (Ufen, 2010).

After the resignation of Soeharto, the moment has been marked down as symbol of a reform era in
Indonesia (Bhakti, 2000). Then the rise of democratic values haves started to appear in Indonesia
political atmosphere and its legislation (Ahmad, 2013). For instance, the Reform Era has transformed
major structural political transformation such as: 1) the press freedom & the freedom of speech; 2) the
democratic election system; and 3) the new democratic partys system; and (Gazali, 2004). With those
transformations indicated that Reform Era has transformed the political sphere by putting democratic
system in political system and mass media.

The first indicator is, the press freedom regulation which shows that press and media process are
protected by law; this show that the government enable transparency of its matters for the value of
democracy. Because of that, over 1,200 new printing licenses and more than 900 commercial radio
license were issued, and by 2002 there are 5 new TV stations (Ufen, 2010). Thus, TV Station still being
major part and most effective for campaigning in Indonesia (Murjani & Liddle, 2010). Second, the bill
of general election which cover to the election of parliament in national and local level, election of
President and Vice President, and for member of group representative. By this bill also form and assign
General Election Commission (Komisi Pemilihan Umum) as Independent State Agency which
responsible to carry the democratic election system. Moreover, acting president Habibie then later
revised by Megawati as later president also has issued Bill No. 22 year 1999 which regulated the
principles of decentralization and local autonomy. Third, the political freedom of forming a political
institution such party is regulated on Bill No.2/1999. As mentioned before, in new-order regime,
political activities unless Golkar-oriented was restricted. Then, with this regulation, enable people to
have political freedom include forming a political party.

Moreover, since 2004 the president and the vice president needed to be elected directly, as well as
parliament member (both local and national) and local government. However, because of the direct
election, parties need to identity the popularity between candidate in each area and therefore they
conduct survey to check their ratings. Because of that, the rise of pollsters and consultant has emerged,
yet it also claimed by Ufen (2010) that the most significant innovations since reform era are polling and
the professional consultancy of candidates and parties.

With those regulations and innovations have transformed political communication and marketing
practices in Indonesia. Therefore, to analyze the transformation of Internet based communication related
to the parties and electoral campaigns from brand-new democracy country like Indonesia would be
fascinating. This essay will explain which way and in what extend the transformation of campaigning
to digital based for 2014 Indonesia president election and how the campaign reach the winning point of
the president chair. The study case will be explored based framework explained above.

2014 Presidential Election and the Rise of Digital Campaigning

Since acting president, Habibie, Indonesia has been led by 3 different individuals, respectively,
Abdurrahman Wahid, Megawati Soekarnoputri, and Susilo Bambang Yudhoyono (SBY). While only
SBY who was elected directly and won two terms of presidential chair. During SBY campaign in 2004
and 2009, the electoral campaign was still on stage two which most candidates at that time using TV to
promote their presidential campaign, yet there were sites that functioned as resource of political
information, but still only had minor influence for campaigning in the election (Ufen, 2010).

Marking the year of 2014 of Indonesia presidential election, there were two sets of president and vice
president candidate which were: 1) Prabowo Subianto Hatta Rajasa, and 2) Joko Widodo Jusuf
Kalla. Each couple is supported with national parties that had their seats on parliament. First candidates
were supported by seven political parties: Gerindra, PAN, Golkar, PKS, PPP, PBB, and PDemokrat.
Whereas, the other candidates were supported by five political parties: PDIP, Nasdem, PKB, PHanura,
and PKPI. Moreover, both candidates have had a similar vision and program which include; economy,
education, and energy. Thus, the winning factor is considered by each popularity between their images
and how they fulfill their promises in the voting ballots (Parish, 2014).

In the meantime, The Association of Indonesian Internet Providers (APJII) said the number of
Indonesian Internet users reached 71.19 million in 2013, up by about 13 percent from 63 million users
in the previous year (The Jakarta Post, 2014). Indonesias internet penetration at 15 % is lower than the
world average of 30%, mobile penetration is much higher than the world average (112% vs 93%), this
data has showed us that majority of Indonesians access the internet through their mobile apps, which is
in line with the affordable mobile data plans available from competitive telecommunications providers
(Agustini, 2014). This data then followed by the rising number of social media user, Ministry of
Communications and Information Technology Republic Indonesia state that the percentage of
Indonesia's social media activity reaches 79.72%. Indonesian people are active as users of social media
accounts with 69 million people have Facebook accounts as 4th highest in the world and more than 30
million Twitter accounts as 5th highest in the world (Lestari, 2014). Moreover, APJII (2014) also states
that the social media user were predominantly you people aged 18 to 35, which constituted 82,8 % of
the overall social media users.
Thus, it is very visible to use internet as campaigning in digital era for both of candidates, particularly
using social media, especially gaining young voters vote. This reflects the stage three of campaigning
which using communication technologies as internet. Gibson (2015) argues that firstly that using digital
technology is important element in modern democracy. Yet, it is evidence that using social media now
have important role to socialize about the president candidate in an election, for instance, we can see
the success story of Obama utilizing Facebook and Twitter to gain support and donation within the
platform (Borah, 2016; Cogburn & Espinoza-Vasquez, 2011). Therefore, Social media became
increasingly significant to accomplish success in political campaign (Austin, 2008), it started to be
popular which then using by many politician (Cogburn & Espinoza-Vasquez, 2011). However, this
form of freedom to campaign also supported by Indonesia democracy value as freedom of speech and
the type of direct election in which campaigning become more personal. However, Saleh & Pratomo
(2014) also mention that insufficient regulation that legalize the use of social media as campaign tool
has given chance for every individual to exploit the use of social media in political interest which
include black-campaign and political propaganda. Moreover, another benefit of using digital platform
is to minimizing the mass media imbalance information, this is because in Indonesia, many of TV
stations are owned by politician (Saleh & Pratomo, 2014). Therefore, the internet provides fair
information for this election however it is possible to create misleading information or hoax. This
reflects what Gueorguieva (2008) states that Web 2.0, or in this case social media, has capacity for
people to create their own content which reduce the level of control of candidates image.

In this case, the form of digital campaigning using social media is with Facebook and Twitter are used
by both candidate. Data from Kompas (2014), explained that Joko Widodo (Jokowi) has 527.705 likes
and his voluntary group name Relawan Jokowi Presiden until April 2014 has 643.134 members.
Another Jokowi other fanpage Jokowi President RI reach 21.784 likes and Jokowi personal twitter
account @Jokowi_do2 has 1.4 million followers. Moreover, Jokowi team also has created YouTube
channel named Jokowi Presiden RI. While, Prabowo fan page has 4.752.295 was made since 15 July
2008 and his personal twitter account @Prabowo08 has 686.121 followers. While the fan page of
Prabowo Subianto for President 2014 2019 reach 14.054 likes which made on July 2009. In general,
Prabowos Facebook posts were more popular than Jokowis yet less popular on twitter world. Despite
their popularity on various platform, both of candidates were actively using social media platform to
campaign for their presidency effectively.

Moreover, the way profile and campaign strategy have been created also by the finding from on opinion
polls and focus group interviews that conducted by consultants, at this stage campaigning is more
targeted and reflecting business-like environment. As Qodari (2010) mentions that Politician and the
consultants use political surveys not only to measure electability of political actors or political parties
but also to influence public opinion. Moreover, by using technologies such internet emphasizes a new
style for electioneering and change the relationship between the candidate and the voter (Panagopoulos,
2008) because every electoral cycle innovating new marketing tools (Shea & Burton, 2006). Thus, the
campaign strategy from each candidate is different. Yet, the respond from citizen are vary. From the
Guardian article, Facebook has claimed there have been over 200 million interactions, such as: posts,
comments, shares and likes on the Indonesian presidential election campaign. More than two-thirds
of these were made by younger voters those aged 34 and under, while data on twitter shows, there
have been nearly 95 million tweets about the Indonesian presidential elections since the start of the year
(Safi & Phillips, 2014). Furthermore, the video sharing website, YouTube also took some part for the
feedback response. Boomee.com, as website specializing on social media news, claimed that YouTube
video campaign have also influenced the result of election. This statement was based on their review
on YouTube campaign period. Jokowi received positive response from the viewer that objectively
attracted to the creative content as well his positive image displayed while, Prabowos video response
was negative in which addressing his historical military background (Holmes & Sulistyanto, 2016). In
addition, both of candidate campaign strategy also is by celebrity endorsement. Those local and
international celebrities have a high rate social media influencer that reach many audiences (Holmes &
Sulistyanto, 2016). For instance, Prabowo was supported by soccer player Diego Maradona, while
Jokowi was supported by Sting and Jason Mraz. Yet, it is required further studies to explained upon the
impact of celebrity support into presidential election.

Considering their social media activity, the difference between their campaign was their marketing
strategy especially on their personal branding. Each candidate came from a very different background
which is both have its advantage and disadvantage. While Prabowo is son of former Indonesia economic
minister, once married to Soehartos daughter, and military commander before he has been removed
following allegations of human right violation in 1998, fairly Prabowo is an elite. He often portrayed
and created image as experienced strong leader with firm leadership style (Starting, 2014). Prabowo's
social media campaign was centralized, top-down, and systematic that reflect the character of strong
and decisive leader (Boiler, 2014). On contrast, Jokowi comes from a modest background, he was born
in an unfortunate family then he worked through his government career by becoming mayor on his birth
town before he was elected as governor of the capital city of Indonesia, Jakarta. He has a clean image
and good reputation of capability to govern local government, decreasing corruption and nepotism that
have weighed down Indonesia for a long time (Kapoor & Thatcher, 2014). Therefore, Jokowi has been
represented as a breakthrough for Indonesia elite leader and a hope for the future. Yet, it was not entirely
true because Jokowi parties is PDIP that chaired and founded by former president Megawati
Sukarnoputri, the daughter of Indonesias first president Sukarno. Consequently, many believes that
Jokowi was just a puppet president of Megawati (Kapoor & Thatcher, 2014). Contrasting to Prabowo,
Jokowi campaign was more bottom-up, he relies on his online volunteer supporters with two dozen
social media tribes which have their own job description such as attacking the opponent, defending the
black campaign, and creating creative memes (Boiler, 2014).

The other important factor in the campaigning in digital era is the supporters of each candidate online
activities, as mention above that Facebook and Twitter have claimed millions of interactions on
Indonesia presidential election. This is because the social media enable people to communicate. Yet
Facebook, Twitter, and YouTube as most common platform for the candidate supporter share their point
of view or any information within the presidential election. In the past, political discussion was
happened offline or only on TV with authentic evidence and experienced speakers, nowadays, in this
digital era, it happens online. Social media often functioned as forum for political debate between
supporter yet there are many misleading information or hoax that spreading without verify to the
authentic source (Boiler, 2014).

At the end, Jokowi won for 53% of the total vote, while Prabowo gained only by 46%. Yet, in overview
the digital campaigning activities was not the only source of campaigning to this election. It is clear,
that primary campaign and the election were not depending by digital technology or social media
(Cogburn & Espinoza-Vasquez, 2011). But, this presidential election is clearly a symbol of the rise
political digital campaigning in Indonesia. In the future, while internet penetration was not new and the
maturity of the user has changed, the internet is a promising way to campaign fairly and effectively.

Conclusion
To sum up, it is evidence that in this digital era, the development of internet has changed the way people
communicate in general. In this case, our life has converged with this technology including our political
aspect. The internet provides new way for politician to reach wider audience and enable audience to
respond to it. However, the political atmosphere and or ideology of a country are also another important
factor to make it happen. Therefore, though internet might have been very beneficial for political
campaigning, it is not one size fits all system, yet it depends on the character of its nation. In this
case, Indonesia had been under repressive authorities for 32 years under new order regime, yet
democracy is still new and this nation and its citizen are still learning it. The new democratic values in
Indonesias regulations enable the freedom to express including to political expression. Therefore, using
internet as tool for campaigning is possible.

Moreover, using digital technology for campaigning such internet indicate the stage three of
campaigning. However, the effectiveness of the campaign also depends of the marketing strategy. The
main goal of election campaigning is to win the election. Therefore, the parties and the candidates need
to plan the winning strategy carefully. By this step, polls and consultant take part From Indonesia
presidential election, it can be observed that both campaigns utilized social media as campaigning
platforms. Both candidate applied different strategy, yet the responses from the netizen were massive.
However, it needs a further study to associate online interaction and their support on the election day.
In addition, it also need to consider that mass media or stage two of campaigning is still in the picture
and have impacts to the election.

Indeed, in digital era many things have changed and the most significant transformation is the way
people communicate. Internet provide ways of outlet to interact with each other and in this case political
parties and electoral campaign as part of communication activates are affected. Nevertheless, this kind
of new media contributes into social change but in the end, it does not really contribute to major political
changes, still same old politics (Siapera, 2005), in this case, by using technology as a tool.