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A Cyber Politics: the Transformation of Marketing Politics in the Cyber Age

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A Cyber Politics: the Transformation of Marketing Politics in the Cyber Age 3rd International Seminar and Conference on Learning Organization (ISCLO 2015) A Cyber Politics: The Transformation of Marketing Politics in The Cyber Age 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 Bandung, Indonesia [email protected] [email protected] Abstract—As the oldest study after philosophy, new media communications that is acknowledged as global communication studies is currently listed as the forefront of the communication. By having this reason, this study participates development of the global media environment. The emergence of to build what we call cyber politics. It is a new study about new media presents a conventional media convergence political actions taking the main theme related to Political phenomenon, starting with the appearance of the internet and Marketing. Basically, in the era of conventional political mobile communications access with highly speed of the system. marketing was done manually, and the design of political By having the speed of access, new media is able to build a new campaigns was also still in the form of conventional texts. community that is encapsulated in virtual communities. This Nowadays, we understand that many parties subsequently use development is considered as a radical challenge (extreme) by the cyber area to build political awareness of the community. conventional theory, because it is dominated by new media communications approach to international communication In this brief study, the researchers will explain some of the (interaction of global/transnational). It includes political theoretical implications of the emergence of digital culture as discourses. With the purpose of understanding the dynamics of part of the study in political communication. By having this contemporary media seriously, it requires the researchers to reason, the researchers applied the media study to official leave the meta-theoretical frame work of modernization, political parties in Indonesia, namely Great Indonesian dependency theory, and globalization; and to focus sharply on a Movement Party (Gerindra) and National Demokrat Party that study that yields insight into the context of the communication actively participate in the social networking media. process, with a focus on the analysis of cyber theory, including the social and political implications. Media, through Referring to this reason, the purpose of this study has led communication studies across all reality always meshes among to the discussion about the concept of comparative issue based social, economic and political. By having the initial assumption, on the principal relevance between global communication media become something interesting to be researched. Moreover, studies and political communication. It is also related to a brief study bringing new awareness to a new theory called communication technology. The framework explains about the Cyberpolitics has been developed. With a qualitative approach understanding of Cyber Media and political marketing in the the researchers will face the reality in a critical way. This cyber era. research is also focused on providing an explanation about the transformation of political marketing in the era of Cyber Media The discussion started with moving forward to see the role of space in the Cyber Media political upheaval in Indonesia in Keywords—CyberPolitics, Global Communication, Cybermedia 2014, and is finally closed by conclusions about the broader Space implications of the case I. INTRODUCTION Before analyzing this research, the researchers will explain about what Cyber media is in theoretical review. According to the previous researches, the content of communication science has not been able to follow the II. THEORITICAL REVIEW changes and developments of global media environment. The emergence of new media presents a conventional convergence A. The Understanding of Cyber media phenomenon. The historical record begins with the advent of The term of cyber media is inspired by hypermedia. the internet and mobile communication access with the speed Basically, it has been used for a long time before the internet of the system. These conditions affect the existence of a new appearance. It was used to mention the conventional media theory, namely Cyber Media. This situation brings the new such as television and radio. Along with the change in media with new communities. It is encapsulated with a name communication technology and the emergence of new media, called virtual communities.1 the term of cyber media refers to the internet utilization. The development of these situations becomes a radical Ronald Delbert [1], a scientist in the field of International challenge for conventional theorists because it is dominated by Relations gives his opinion on Cyber Media or hypermedia: © 2015. The authors - Published by Atlantis Press 1 0295 3rd International Seminar and Conference on Learning Organization (ISCLO 2015) … Not only captures the convergence of "Political Communication as a political discrete technologies, it also suggests the massive activity is the delivery of messages politics penetration and ubiquity of electronic media characterized by political actors to others" [3] characteristic of the new communications environment … the prefix “hyper” (meaning “over” If we discuss the term of "communication", it will lead to a or “above”) emphasizes two central characteristics variety of meanings. It could be a set of hypotheses about the of that environment: the speed by which process or intuition exchange of ideas, messages and also communications currently take place, and the information from the sender (sender/source) to the receiver intertextuality or interoperability of once-discrete (receiver/respondent) in order to elicit a response. Many books media” [1]. are written by the experts of communication and none of them dare to give a single illustration of the definition of Although the ideas about Cyber Media stated by Deibert communication, because communication was born on the were formulated before the advent of YouTube, Facebook and basis need to explain what was happening in reality. Twitter, it can be seen clearly that the new development reinforces the ease of movement and flexibility of digital Etymologically, the word ”communication or information with convergence concepts. Mobile phones, communications” is derived from a Latin word "communis" tweets, email, social networking, text messaging, digital meaning "equal", or "communicare" which means "making cameras, video online, electronic newspapers, and satellite the same" (to make-common). In a simple way the definition television, thereby have formed a communicative environment of communication refers to the transfer of information from (read: cyber media space) [2]. the source to the recipient to receive a response or share information, ideas, and attitudes. At first, communication was This explanation is considered as criticism to the previous the study of the problem in conveying messages. Along with theorists in the formulation of the mass media before the time, the progress of science has very significant impacts for digital world appearance and the mass media is still grouped the development of communication. Communication Studies in one area, namely television, radio, newspapers and movies. (Communicology) is the interdisciplinary science having a But now, when digital communication technology dominates background study of the various fields of science, especially in the situation, the past era was s no longer relevant to be used social sciences [4]. in the convergence era. Harold Lasswell; the father of Political Science, conducted This presentation will focus on the main theme as some research by taking samples of propaganda in World War mentioned above. It explains the related implications towards II (WW II). The results of these studies have become a major Social and Political Communication. The emergence of cyber contribution to the development of communication science space is a qualitative leap in terms of how each person today. In addition, Kurt Lewin is known in the field of Social searches, accesses, produces, and reacts to information. Psychology, Paul Felix Lazarfeld is a Doctorate in Applied It is important to know that cyber space is expanding Mathematics from the University of Vienna, and the last of the through communication technology. Today, people are easier four fathers of communication was Carl Hovland whose to "produce” messages in the era of mobile devices and blog. background was Psychology from Yale. The conclusions of this paragraph assume that the new media space give contributions. Consequently, there are many people Meanwhile, the word “politic” originated from the word who are theoretically able to convey messages, and then we “politicus”. It comes from Greece “politicos” meaning relating can expect the number of discourse arise in culture. to citizen or something that has relationship with audience interest. Both of them originally come from the word “polis” B. Communication and Political Marketing that has meaning as city state [5]. Political communication has become a part of science discipline for a long time and is listed in the social sciences Politics has been considered as a pioneer of political curriculum. It is admitted to both in the study of science
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