Social Media Strategy of Buzzers in the Indonesian Political and Corporate Landscape
In the rapidly evolving digital era, the role of social media in shaping public perception and influencing behaviour cannot be underestimated. In Indonesia, buzzers have become a key tool not only in the political arena but also in the corporate sector. The term "buzzer" refers to individuals or groups who are paid to disseminate specific messages on social media, with the aim of influencing public opinion, raising awareness, or promoting events.
The Role of Buzzers in Politics and Corporations
Buzzers are typically engaged by political actors to support candidates, political parties, or specific issues. However, their influence extends beyond the political sphere. Corporations also utilise buzzers to spread awareness about their products, services, or events. Whether it is promoting a new product launch, generating hype for an upcoming event, or managing a crisis, buzzers are often called upon to create a strong online presence for a company.
Techniques and Strategies
Buzzers employ several techniques to achieve their objectives, such as:
Creating Viral Content: Buzzers often produce controversial, provocative, or engaging content designed to attract attention. This type of content can spread rapidly, helping to generate buzz around a political issue or corporate event.
Using Hashtags: Hashtags are strategically employed to consolidate specific messages and make them easy to find. Buzzers often coordinate the use of particular hashtags to ensure that the topics they are promoting trend on social media platforms.
Attacking Competitors or Opponents: In both political and corporate contexts, buzzers may be utilised to undermine competitors. This could involve disseminating negative information, whether true or false, to damage the reputation of a political opponent or a rival company.
Shaping Public Opinion: With a large number of accounts and the ability to generate numerous posts in a short time, buzzers can create the illusion that a particular opinion is widely held. This technique is commonly used to influence public perception on controversial issues or to drive interest in a corporate event.
Ethics and Impact
Despite their effectiveness, the use of buzzers is often questioned from an ethical standpoint. The dissemination of disinformation and the manipulation of public opinion can undermine the democratic process, erode trust in companies, and lead to polarisation in society. In the corporate world, while buzzers can help generate short-term interest, the long-term impact of using such tactics can be detrimental, as consumers may become sceptical of the authenticity of corporate messages.
Participatory Culture in the Indonesian Presidential Election
In addition to discussing buzzers, it is important to highlight the concept of participatory culture, particularly in the context of the Indonesian presidential election. I have previously created a poster that explores how participatory culture plays a significant role in shaping political narratives. Participatory culture is defined as a culture with relatively low barriers to artistic expression and civic engagement, strong support for creating and sharing content, and a sense of social connection among participants. This culture has empowered ordinary media consumers to reproduce and amplify media content in more powerful ways, particularly through platforms such as TikTok.
During the 2024 Indonesian presidential election, candidates like Prabowo Subianto leveraged TikTok to rebrand his image, appealing to younger voters through humorous and relatable content. His strategic use of social media, particularly through participatory culture, transformed his public image and played a crucial role in engaging the youth demographic. Other candidates, such as Anies Baswedan and Ganjar Pranowo, also tapped into this culture to capture the attention of young voters, demonstrating the powerful impact of participatory culture in modern political campaigns.
“In Indonesia, buzzers have become a powerful tool in both the political and corporate landscapes. While they can be highly effective in achieving short-term goals, their use raises significant ethical concerns. The reliance on buzzers to shape public opinion and drive engagement must be balanced with a commitment to transparency and integrity, both in politics and business. For the public, it is essential to remain critical and discerning when consuming information on social media, especially in the context of political discourse and corporate promotions.
For a deeper understanding of participatory culture in the context of the Indonesian presidential election, you can view the poster I created, which have been attached to this blog post. The poster provides an insightful analysis of how participatory culture, particularly on platforms such as TikTok, has influenced political campaigns in Indonesia.”
