Abstract:
The growth of information technology amidst COVID-19 pandemic has forced the adaptation of simultaneously
regional head elections in 2020, particularly in conducting campaign. This study analyses the utility of social media
in political campaign by candidates in Banjarmasin’s Mayor Election. Research approach utilised is qualitative with
descriptive analyses. One of key informants was the incumbent Mayor of Banjarmasin, H.Ibnu Sina, and challenger
Hj. Ananda. While supporting informants was officials from Election Surveillance Agency (Bawaslu) and Election
Commission (KPU) in Banjarmasin city. Data obtained from observation, interviews, and documentation. This study
shows that both candidates utilised several social media platforms in campaigning. Those platforms are: facebook,
instagram, twitter dan youtube. Those accounts are not managed personally by the candidates, but by their campaign
managers.
Keywords: campaign advertisement, social media, simultaneously regional head elections
