Clipper Politics In Jakarta: A New Strategy Of Digital Political Communication
DOI:
https://doi.org/10.53611/avbb8p75Keywords:
political clipping, digital political communication, content strategy, TikTok, framing theory, agenda-setting, political marketingAbstract
Political clipping, which involves producing and sharing brief videos that showcase political events, has emerged as a significant aspect of digital political communication in Jakarta. This research analyzes the content approaches employed by political clippers and their effects on audience interaction. Employing a sequential exploratory mixed-methods approach, the research examined 480 videos from 120 political clipper accounts, supplemented by interviews with 12 content creators and analytics from the platform. Five key strategies were recognized: targeted editing, pro-people policy focus, viral moment enhancement, motivational content, and adversary attack framing. Political jokes and emotional material elicited the most engagement, with TikTok becoming the leading platform. The results indicate that micro-clippers attained greater engagement rates compared to larger accounts, implying that authenticity carries more weight than the size of the audience. Utilizing agenda-setting, framing, and political marketing theories, this research presents a tripartite convergence model to elucidate how political clips influence democratic dialogue within short-form video environments. The findings establish a crucial foundation for comprehending digital political communication in anticipation of Indonesia’s 2024 General Election
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