PEMANFAATAN MEDIA SOSIAL UNTUK IKLAN KAMPANYE PASANGAN CALON PADA PEMILIHAN WALIKOTA BANJARMASIN

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