Social Media Positioning Trend Analysis in 2017 Bangka Belitung Governor Election Campaign

摘要

Recently in Indonesia, social media have been chosen as a campaign tools with a segment targeting technology users. The question then arises about how the campaign participants position social media in their campaign activities. This study applied semiotic approach to deepen on how the positioning trend would be. Social media is tended to be used as merely an image concern and highlighted the track record, while on the engagement dimension, monolog model and management by a team had been a practical choice. As facility dimension, social media had been a tool to deliver any ideas. While on dimension motive, social media is used as a self image facility, also actually a tool to strike down the opponents. This study showed that social media utilization trend had remained to be used for the sake of winning, there had not been a broader aspect regarding education and democracy capacity affirmation.