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3rd International Seminar and Conference on Learning Organization (ISCLO 2015)

A Cyber Politics: The Transformation of Marketing

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Dedi Kurnia Syah Putra Lucy Pujasari Supratman

Communication Department, Faculty of Communication Communication Department, Faculty of Communication
and Business, Telkom University and Business, Telkom University
 Bandung, Indonesia
dedikurniasp@telkomuniversity.ac.id
Abstract—As the oldest study after philosophy,
communication studies is currently listed as the forefront of the
development of the global media environment. The emergence of
new media presents a conventional media convergence
phenomenon, starting with the appearance of the internet and
mobile communications access with highly speed of the system.
By having the speed of access, new media is able to build a new
community that is encapsulated in virtual communities. This
development is considered as a radical challenge (extreme) by
conventional theory, because it is dominated by new media
communications approach to international communication
(interaction of global/transnational). It includes political
discourses. With the purpose of understanding the dynamics of
contemporary media seriously, it requires the researchers to
leave the meta-theoretical frame work of modernization,
dependency theory, and globalization; and to focus sharply on a
study that yields insight into the context of the communication
process, with a focus on the analysis of cyber theory, including
the social and political implications. Media, through
communication studies across all reality always meshes among
social, economic and political. By having the initial assumption,
media become something interesting to be researched. Moreover,
a brief study bringing new awareness to a new theory called
Cyberpolitics has been developed. With a qualitative approach
the researchers will face the reality in a critical way. This
research is also focused on providing an explanation about the
transformation of political marketing in the era of Cyber Media
Keywords—CyberPolitics, Global Communication, Cybermedia
Space
I. INTRODUCTION
According to the previous researches, the content of
communication science has not been able to follow the
changes and developments of global media environment. The
emergence of new media presents a conventional convergence
phenomenon. The historical record begins with the advent of
the internet and mobile communication access with the speed
of the system. These conditions affect the existence of a new
theory, namely Cyber Media. This situation brings the new
media with new communities. It is encapsulated with a name
called virtual communities.1
The development of these situations becomes a radical
challenge for conventional theorists because it is dominated by
© 2015. The authors - Published by Atlantis Press
0295
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3rd International Seminar and Conference on Learning Organization (ISCLO 2015)
... Not only captures the convergence of
discrete technologies, it also suggests the massive
penetration and ubiquity of electronic media
characteristic of the new communications
environment ... the prefix “ hyper” (meaning “ over”
or “ above” ) emphasizes two central characteristics
of that environment: the speed by which
communications currently take place, and the
intertextuality or interoperability of once-discrete
media” [1].
Although the ideas about Cyber Media stated by Deibert
were formulated before the advent of YouTube, Facebook and
Twitter, it can be seen clearly that the new development
reinforces the ease of movement and flexibility of digital
information with convergence concepts. Mobile phones,
tweets, email, social networking, text messaging, digital
cameras, video online, electronic newspapers, and satellite
television, thereby have formed a communicative environment
(read: cyber media space) [2].
This explanation is considered as criticism to the previous
theorists in the formulation of the mass media before the
digital world appearance and the mass media is still grouped
in one area, namely television, radio, newspapers and movies.
But now, when digital communication technology dominates
Bandung, Indonesia
lucysupratman@telkomuniversity.ac.id
new media communications that is acknowledged as global
communication. By having this reason, this study participates
to build what we call cyber politics. It is a new study about
political actions taking the main theme related to Political
Marketing. Basically, in the era of conventional political
marketing was done manually, and the design of political
campaigns was also still in the form of conventional texts.
Nowadays, we understand that many parties subsequently use
the cyber area to build political awareness of the community.
In this brief study, the researchers will explain some of the
theoretical implications of the emergence of digital culture as
part of the study in political communication. By having this
reason, the researchers applied the media study to official
political parties in Indonesia, namely Great Indonesian
Movement Party (Gerindra) and National Demokrat Party that
actively participate in the social networking media.
Referring to this reason, the purpose of this study has led
to the discussion about the concept of comparative issue based
on the principal relevance between global communication
studies and political communication. It is also related to
communication technology. The framework explains about the
understanding of Cyber Media and political marketing in the
cyber era.
The discussion started with moving forward to see the role
of space in the Cyber Media political upheaval in Indonesia in
2014, and is finally closed by conclusions about the broader
implications of the case
Before analyzing this research, the researchers will explain
about what Cyber media is in theoretical review.
II. THEORITICAL REVIEW
A. The Understanding of Cyber media
The term of cyber media is inspired by hypermedia.
Basically, it has been used for a long time before the internet
appearance. It was used to mention the conventional media
such as television and radio. Along with the change in
communication technology and the emergence of new media,
the term of cyber media refers to the internet utilization.
Ronald Delbert [1], a scientist in the field of International
Relations gives his opinion on Cyber Media or hypermedia:
1
"Political Communication as a political
activity is the delivery of messages politics
characterized by political actors to others" [3]
If we discuss the term of "communication", it will lead to a
variety of meanings. It could be a set of hypotheses about the
process or intuition exchange of ideas, messages and also
information from the sender (sender/source) to the receiver
(receiver/respondent) in order to elicit a response. Many books
are written by the experts of communication and none of them
dare to give a single illustration of the definition of
communication, because communication was born on the
basis need to explain what was happening in reality.
Etymologically, the word ”communication or
communications” is derived from a Latin word "communis"
meaning "equal", or "communicare" which means "making
the same" (to make-common). In a simple way the definition
of communication refers to the transfer of information from
the source to the recipient to receive a response or share
information, ideas, and attitudes. At first, communication was
the study of the problem in conveying messages. Along with
time, the progress of science has very significant impacts for
the development of communication. Communication Studies
(Communicology) is the interdisciplinary science having a
background study of the various fields of science, especially in
 the situation, the past era was s no longer relevant to be used
in the convergence era.
This presentation will focus on the main theme as
mentioned above. It explains the related implications towards
Social and Political Communication. The emergence of cyber
space is a qualitative leap in terms of how each person
searches, accesses, produces, and reacts to information.
It is important to know that cyber space is expanding
through communication technology. Today, people are easier
to "produce” messages in the era of mobile devices and blog.
The conclusions of this paragraph assume that the new media
space give contributions. Consequently, there are many people
who are theoretically able to convey messages, and then we
can expect the number of discourse arise in culture.
B. Communication and Political Marketing
Political communication has become a part of science
discipline for a long time and is listed in the social sciences
curriculum. It is admitted to both in the study of
communication sciences and in the study of political science.
Not only were students to be enthusiasts but also were the
political figures involved in the political communication as
members of the House of Representative, political observers,
and other political activists.
In Indonesia, many moments of political activity occur and
involve a lot of community such as: the direct election of
parliament members (General election), President
(Presidential Election), and regional heads (Regional
Elections). The political activities create various forms of
political communication. Therefore, the study of political
communication will continue to evolve with the passage of
maturation process in Indonesian politics.
© 2015. The authors - Published by Atlantis Press
0296
Page 3
3rd International Seminar and Conference on Learning Organization (ISCLO 2015)
In political marketing, there are at least three basic things
that will be discussed. The first is the political motive itself. It
consists of the conversation of related questions why
somebody should go into politics and the way of reflecting the
political life. The second is the media, or it also is considered
as the image industry. This discussion for now will focus on
the issues of cyberpolitics. The third is with regard to the
constituents who will receive political messages.
Referring to the formula of Lasswell , politics is often
defined as a "who gets what and when". Thus, Lasswell
provides an overview that is an effort to achieve political
power. The instrument to used as the access to" the power"
in Indonesia and also in democracies is through the general
election.
Nowdays, the reality of the political has been demanding
individual politicians or parties to have access to the widest
possible as mechanism of image industry. It is called the
communication and information industrial based which will
market an idea, ideas, thoughts and political actions. Politics
in the perspective image of the industry is an attempt to
influence others to change or defence a certain power through
the packaging image and popularity. The more a politican can
show a good image, the more of opportunity to have greater
power he can get.
Almost no component of political system can create a
symbiosis mutalism relationship between politicians and
political image industry. There are components such as
political socialization, political recruitment, interest
articulation, interest aggregation, the rule-making process,
and the establishment of enforcement and the implementation
social sciences [4].
Harold Lasswell; the father of Political Science, conducted
some research by taking samples of propaganda in World War
II (WW II). The results of these studies have become a major
contribution to the development of communication science
today. In addition, Kurt Lewin is known in the field of Social
Psychology, Paul Felix Lazarfeld is a Doctorate in Applied
Mathematics from the University of Vienna, and the last of the
four fathers of communication was Carl Hovland whose
background was Psychology from Yale.
Meanwhile, the word “politic” originated from the word
“ politicus”. It comes from Greece “ politicos” meaning relating
to citizen or something that has relationship with audience
interest. Both of them originally come from the word “ polis”
that has meaning as city state [5].
Politics has been considered as a pioneer of political
science since more than 2500 years ago. It affects political
concern and almost influences the scholars from all era.
Politics is also considered as the Master of Science [6]
There is no scientific and human civilization regardless of
the political review. For examples, there were St. Augustine,
Maimonides, St. Thomas Aquinas and Calvin. There were
also philosophers such as Plato, Aristotle, Kant, Hegel and
Maritain. The poets included Dante and Coleridge. The
famous novelists were like Dostoevsky, Hawthorne, and
Orwell. Other scientists were like Priestley and Huxley.
There were also Einstein, the mathematician, and statesman
par Einstein Cicero, Burke, Calhoun, and Wilson [7]. They all
were a bit of thinkers who were affected by the enjoyment of
political studies.
2
arranged by the candidates. More people will trust the
candidate, the more positive public. Secondly, in the opinion
it self contains the welfare value dan deference value such as
the searching of welfare, prosperity, skill and enlightement.
Meanwhile the deference value are the respective building,
moral rectitude reputation, attention dan the power of
popularity. By understanding the component of the value, it
will be better for the candidates to understand that public
opinion can not freely flow but it must be constucted by
elegant ways.
Thirdly, the opinion is built from components of
expectation. It is related to a conative component. It comes
form the aspect of personal image and interpetation .
Psychologists consider it as impuls, volition and striving. The
awareness of packaging the public opinion is also the the way
to reach ideal achievements as expected by public. The more
spacious shaded area between the expectations of candidates
with voters is created, then the greater the chances of a
candidate will get to win the battle of image perception.
III. CASE STUDIES
A. Cyberpolitics Campaign of Partai Nasional Demokrat
National Democrat Party (Nasdem), is a new party that for
first time will participate in 2014 general election. Having
interest to observe the activities undertaken by the Nasdem
cyberpolitics, and seeing the enthusiasm of cyber
communities and social media, the researchers realize that it
is not only as a socialization purpose, but it is also considered
as online marketing tools for political campaign.
Internationally, the way of this campaign has brought Barrack
Obama to be elected as the president of the United States in
 through access to the industry's image. Among the most
prominent images of the industry today is the mass media
industry.
The main strength of the media cannot be denied in
today's information age. The power of constructing reality
means the strength in packaging the issues. So, it stands out
to the surface and eventually becomes a public discourse
which is interesting today. There are many people, or social
and political institutions showing their interest in the media.
They seek to have access to enter and influence the media,
with the assumption that controlling over the media will be
the entrance in packaging and controlling public opinion.
Furthermore, by controlling the public opinion it is expected
to be easier to direct preferences as expected by candidates.
An opinion in communication perpective is seen as an
active response that is constructed through personal
interpretation that develops from the image. Because the
opinion itself is considered as a response which is constructed,
it will be a strategic situation from the politicians that are in
fighting periods to give attention to the packaging of opinion
for political purposes.
Firstly, Credibility or it is about something to believe or
not to believe.. By having a good marketing strategy, the
audience will be directed to believe the concept that has been
© 2015. The authors - Published by Atlantis Press
0297
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3rd International Seminar and Conference on Learning Organization (ISCLO 2015)
B. Cyberpolitics Campaign of Partai Gerakan Indonesia
Raya (Gerindra)
The first general election in 2014 has passed in Indonesia,
but the politicians have not stopped working yet. The general
election to choose president needs a tight strategy. Gerindra
still needs supports collected from social media. Besides using
the line advertising through mass media such as TVC, the
social media is also considered as integrated marketing
communication tools as the medium between the leader of
political party and the society.
Conversations in social media such as Facebook and
Twitter are now able to break through the wall of bureaucracy
which has been a barrier between the public and political elite.
Egalitarian, responsive and cozy styles are the hallmark of the
users of Facebook and Twitter. Low budget becomes one of
the reasons to use social media. Some of the political parties
recruit media online teams to make them as a tracking
conversation among social media users. Gerindra seriously
handles this part by hiring 13 (thirteen) people to manage
website, Facebook and twitter for this party.
Team members take turns giving status updates, reply
comments and friends on Facebook mentioned by the
"follower" or followers on twitter every minute. Citing news at
Antara News, the Gerindra chairman, Suhardi, said that social
media was an effective medium to interact with the
community. His statement was delivered with a single "click",
and it could immediately be accepted by thousands of people
in a short time. Then, people can directly comment on the
statement.
Regarding this phenomenon, Gerindra leaders often
consider input from Facebook and twitter to arrange party’s
internal policies. For example, in the nomination of Deputy
Governor of Basuki Purnama Tjahaya, Gerindra got a lot of
feedback from the Facebook and twitter. Suhardi said,
Gerindra would maximize the use of social media in winning
legislative candidates and presidential candidate in the 2014
two periods. His victory was assisted by social networks like
twitter, blogs, and Facebook.
According to that situation it proves that social media
campaign is effective, and it brings advantages. In Indonesia,
it has been used but limited to being the complement of the
campaign. According to MarkPlus insight, the number of the
internet users in Indonesia by the end of 2012 ha reached
61.08 million people. The figure increased by about 10 percent
than in 2011.
To dominate the communication with the public becoming
one of the key success to win the competition in politics and
social media is an effective channel. The political movement
or activities by using social media is commonly used in
Indonesia. Nowadays, politicians are aware of using social
media. Moreover, while facing legislative and president
election in 2014 Patrice Rio Capella, General Secretary of
Nasdem party, is demanded to be able to make relationship
with the citizens through social media. It is expected to
become one of the key successes to win Nasdem Party leading
by Surya Paloh to socialize their programs by using Facebook,
blog or website. It becomes the thesis of cybermedia.
3
Meanwhile, the term "old media" such as television and
newspapers are important links that exist in the space
CyberMedia. "New" and "Old" media are locked in a
relationship, and they cannot be separated because they are a
single entity in the historical development of communication
technology. They are interdependent, reinforce each other, and
complete each other well.
For Nasdem and Gerindra, the text messages and digital
interaction have functional benefits as devices delivering the
importance information to develop visibility news in
television. The combination among mobile phone, computer
and television should be connected in an integrated way
through social media in order to be shared widely.
Meanwhile, the future study of political communication
related to cyber depends on systematic research about
problems, and explores issues connected with the theory as the
way to discuss “ old “ and “ new” in integrated ways. Social
media is not resilient enough to build propaganda without
television support.
In contrast, television is still pretty tough to stand on its
own without the help of Cyber Media. The important point is
not the time to celebrate or lament the advent of new media,
old media, in fact, is still capable of being themselves.
However, we must be careful not to adore the new technology.
Otherwise, we stay to focus on people who are politically
motivated when they use the technology in a social and
political context in each of their actions, both nationally and
globally.
Cyber Media space is one of the social networking sites as
stated by Bolter and Grusin opinion: "Media has the right, but
the right agent ... limited ... he is an agent of cultural change
agents through formal material interaction, and economic
logic that creep in and out of the reach of individuals and
social groups ". To follow the general line of thoughts is to
avoid media determinism. In this regard, we propose a theory
of media dependency and imperialism that find an agent
exclusively in the structure of the political economy; media
 election. This is a “ground war" strategy of Gerindra. Gerindra
has 18 043 followers with twitter account @ Gerindra and
1.236 million friends on Facebook with the same name.
Meanwhile, the presidential candidate, Prabowo Gerindra, has
151 059 followers on the account @ prabowo08 and 1.2
million friends on Facebook with the name Prabowo.
IV. CONCLUSION
A. Cyberpolitics: The Transformation of Marketing Politics
The case studies described in the paragraphs above have
raised several related issues between Cyber Media and
political space. It is important to build the Cyber Media space
in ways that combine mobility, interactivity, and visibility.
Now we can see the theory in which the activists of Cyber
Media enable to configure interactively inter-connected media
between old media and new media. A Cyber Media space
theory is an important part of the emergence of media-
YouTube, Facebook, Twitter, and so on.
© 2015. The authors - Published by Atlantis Press
0298
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3rd International Seminar and Conference on Learning Organization (ISCLO 2015)
technology enables to take place, where other actors are
ignored after another actor who plays another role.
B. Social Construction of Reality at Cyber Media
Peter L. Berger and Thomas Luckman [9] provide an
overview of social construction. The social construction of
reality occurs simultaneously in a procession through three
stages. The first is the externalization. The second is
objectification, and the third is internalization. The three of
such processes occur and fuse among individuals in society.
Actually, it is all right to manipulate the reality of Cyber
Media, but it still needs a companion from conventional media
like television, radio and newspapers.
Substance theory and social construction of reality
approach assumed by Berger and Luckman [9] are
simultaneous processes that occur naturally in the language
through daily life in a community of semi-primary and
secondary. An important note in this discussion is that the
realm of the mass media has not been much discussed when
the initial research is done. The social basis of this approach is
that the theory and the transition-modern society in America in
about 1960, in the era of mass media, was still an unpopular
thing t and had not been an interesting phenomenon to be
discussed. Thus, propaganda at the time still used manual
media away from today’ s technology.
Thus, the theory of social construction of reality delivered
by Peter L. Berger and Thomas Luckman [9] had not included
the mass media as a variable or phenomena that influenced the
social construction of reality at that time. Now a change has
occurred with maximum speed and no one has been able to
stop, especially the advancement of communication
technology-based mass.
technology; and culture, and a theory of active users who think
about the meaning of media messages.
Referring to this case, the relationship between
communication practices and situations in areas requires
further exploration and requires a lot of theories. One way to
begin with in the study is to distinguish between information
and mobilization. "Twitter Revolution" is developing
considerably among countries such as Indonesia. Cyber
facilitates cross-border exchange of information, but how
effective the cyber space in organizing the masses is still
under investigation.
It could be argued that the nature of the media "public" and
the high visibility they have make them perfect to combine
mass diffusion, while information at the same time makes
them ineffective in carrying out operations in the context of
volatile clandestine. Cyber Media space provides an
alternative space for social activity control [8]. Process of
4
Without the existence of mass media, the message
distribution in the social construction of reality will improve
slowly. It needs more time to build opinion for creating reality
of the media. It can be spatial (discontinuous), and takes place
in a hierarchy-vertical structure, in which the social
construction begins from leaders to subordinates, leaders to
their masses, clerics to its students, teachers to students,
parents to their children, and so on. In this context, the social
construction of the building requires more gate keepers [10].
References
[1] R. J. Deibert, Parchment, Printing, and Hypermedia: Communication in
World Order Transformation. New York: Columbia University Press,
1997.
[2] Greedy Alexa, Utopia Virtual Community in Singapore. Singapore:
FEST Publishing, 2010.
[3] R. Maswadi, Indonesia dan Komunikasi Politik, Jakarta:Gramedia
Pustaka Utama,1993
[4] Antony, Riuhnya Persi mpangan Itu: Seri Komunikasi. Solo: Tiga
Serangkai, 2004
[5] Ramlan Surbakti, Memahami Ilmu Politik. Jakarta: Grasindo, 2010
[6] H. V. Wiseman, Politics: Master of Science. London: Routledge and
Kegan Paul, 1969.
[7] Henry J. Schmandt, A Hi story of Political Philosophy, United of
America:the Bruce Publishing Company, 1960.
[8] Kraydi, Marwan M. Hipermedia Space and Global Communication,
Annenberg: the Universtity of Pennsylvania Press, 2011
[9] P.L Berger, and T. Luckmann, The Social Construction of Reality: A
Treatise in the Sociology of Knowledge, Garden City, NY: Anchor
Books, 1996.
[10] U.E. Onong. Ilmu, Teori dan Praktek Komunikasi. Bandung: Aditya
Bhakti, 2003
[11] V.L. Allen, Power in Trade Union. London: Longman, 1995.
.
 © 2015. The authors - Published by Atlantis Press 5
0299

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(5·1–12·0)
and the cumulative incidence of haematological secondary malignancies was 2·9% (1·3–5·5). Interpretation: R-CHOP is a
viable option for Wrst-line treatment in patients with newly diagnosed advanced follicular lymphoma. Clinicians choosing a
Wrst-line treatment for patients with follicular lymphoma should be cautious of secondary malignancies caused by
Peran KPID Jawa Barat dalam Pelaksanaan Sosialisasi Literasi Media Menggunakan Media Sosial
immunochemotherapy and severe complications of infectious diseases in the long-term follow-up—both of which could
lead to death.
Article Funding:
Full-text National
available Cancer
Jun 2018Center and Ministry of Health, Labour and Welfare of Japan.

Lucy Pujasari Supratman

West Java is the province with the largest number of local television. The existence of broadcasting institutions should be
submitted to the public by KPID West Java to fulWll the public's right. The media literacy socialization using Twitter to
West Java people is done to to strengthen the existence of broadcasting institutions. The author uses a case study
research
43 Readsmethod. The author has made a direct observation and recording systematically on the socialization of media
literacy, the process of Weld observation during socialization, the programs undertaken to encourage media literacy
movement during the research conducted the whole program which distributed to the community in KPID West Java
Download Recommend Follow Share
Twitter. The function of Twitter's is to realize the media literacy program by aligning communication, transparency, KPID
West Java activities information that have the ultimate goal to strengthen the public relations of viewers / listeners with
KPID West Java. Keywords: KPID West Java, Media Literacy, Twitter
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