MODEL PENERIMAAN DAN PENYAMPAIAN PESAN KAMPANYE POLITIK DI MEDIA SOSIAL

Abstract

This study aims to build a model for the acceptance and delivery of political campaign messages on social media, especially the FB group. The research was built in two stages. First, using the constructivist critical qualitative approach and, second, with the positivistic quantitative paradigm. The first stage is intended to build a hypothesis model to be continued with the second stage to test the hypothesis model. This text is a first-stage research report with a constructivist qualitative approach in which data is collected through literature studies and in-depth interviews with a number of credible informants. With the construction of a model of acceptance and delivery of political campaign messages, it is expected that it can provide input and understanding of the behavior of FB group users in receiving and delivering political campaign messages; both the contents of the message are in the form of positive and negative campaigns (black campaign). Research has focused since the post-2017 DKI Election Campaign, continuing with the ahead and during the 2019 Election. Keyword: political campaigns, social media messages.