Ujaran Kebencian, Hoax dan Perilaku Memilih (Studi Kasus pada Pemilihan Presiden 2019 di Indonesia)

Ferdinand Eskol Tiar Sirait

Abstract

Pilpres 2019 adalah pengulangan dari kontestasi 2 (dua) kandidat yang sebelumnya bertarung pada pilpres 2014. Kontestasi pilpres 2019 diwarnai dengan meluasnya penggunaan ujaran kebencian dan hoax, dimana salah satu medium terbesar dalam penyebarannya adalah pada media sosial. Sebagaimana hasil-hasil penelitian terdahulu, kampanye negatif dan hitam terutama diarahkan pada petahana. Penggunaan media sosial dan berita daring sebagai medium kampanye negatif dan hitam ini dikarenakan media sosial dan portal berita daring memiliki fitur-fitur yang sulit dikendalikan oleh petahana. Dengan menggunakan metode kualitatif, tulisan ini mencoba melihat dampak dari kampanye hitam terhadap perolehan suara capres petahana Joko Widodo. Hasil penelitian ini mengindikasikan bahwa sedikit banyaknya kampanye negatif dan hitam memiliki dampak yang terbatas pada perolehan suara. Dampak ini terutama terlihat di daerah-daerah di mana faktor sosiologis memainkan peran penting dalam menentukan pilihan politik. Namun, ia tidak memiliki dampak pada daerah-daerah dimana faktor psikologis (yakni kedekatan partai) lebih berpengaruh. Singkatnya, hasil penelitian ini memperlihatkan bahwa faktor-faktor sosiologis dan psikologis merupakan variable anteseden yang mempengaruhi relasi antara kampanye hitam dengan perolehan suara.

Kata Kunci: ujaran kebencian, hoax, media digital, perilaku memilih, pilpres

 

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DOI: https://doi.org/10.14203/jpp.v16i2.806

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