Marketing of Identity Politics in Digital World (Netnography Study on Indonesian Presidential Election 2019)

Indonesia held the General Election of the President and Vice-President in April 2019 with two candidates. This national political succession became a magnet for all Indonesian people to discuss it in daily conversation. Interaction between candidates supporters held in the digital world too. This phenomenon leads to the interaction and conversation of online forums such as political forums in social media. This forum is one of form computer-mediated communication that facilitated interaction between the internal public in the political marketing context. The problem arise when these forums were created to discredit and distribute fake news and hate speech about their political opponents. This study aims to investigate the form of interaction and conversation that contained Ethnic, Religion, Race, and Intergroup issues, then identity politics in Facebook online forums during the 2019 Presidential Election. The research method used the virtual ethnography method by analyzing the Facebook Forums that supporting each candidate. The results show that distribution content on each Facebook Forum strengthening the value of politics identity through news link/photo with narration, meme, narration, videos, and advertisement. This type of Facebook posting consists of satire, hoax, contention, opinion, campaign, and clarification. The research also find that technological progress and digital literacy are imbalance, so people easily consume, reproduce, and distribute fake news.