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JURNAL KOMUNIKASI INDONESIA

Abstract

Penelitian ini ingin mengkaji peranan tagar (#) dalam mobilisasi dukungan opini digital. Apakah tagar (#) yang berbeda bisa menciptakan mobilisasi yang berbeda. Teori yang dipergunakan adalah Gerakan Opini Digital (Digital Movement of Opinion / DMO), yaknu sebuah aktivisme digital yang ditandai oleh adanya reaksi yang spontan dan tidak terorganisir dari pengguna media sosial. Kasus yang diteliti adalah pertarungan antara tagar #BubarkanKPAI vs #KamiBersamaKPAI. Metode yang dipakai adalah Analisis Jaringan Sosial (Social Network Analysis/SNA). Hasil penelitian memperlihatkan #BubarkanKPAI lebih mampu menciptakan mobilisasi dibandingkan dengan tagar #KamiBersamaKPAI. Keberhasilan tagar #BubarkanKPAI karena lebih emosional, menciptakan imajinasi naratif dan mempunyai frame yang jelas.

This study examined the role of hashtag (#) in the mobilization of digital opinion supports. Could different hashtags (#) create different mobilizations? The theory used in this study is the Digital Movement of Opinion (DMO), which is a digital activism marked by spontaneous and unorganized reactions of social media users. The case investigated is a hashtags match between #BubarkanKPAI and #KamiBersKKAI. The method applied is the Social Network Analysis (SNA). The results showed that #BubarkanKPAI was more able to create mobilization compared to the hashtag #KamiBersamaKPAI. The hashtag #BubarkanKPAI was successful because it is more emotional, creates narrative imagination and has a clear frame.

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