Political Communication and Bullying on Social Media: Da'wah Perspectives
Authors: Syarifudin Syarifudin 
Published: June 2020

This study discusses the ethnography of bullying political communication on social media during the campaign period in Ambon City with two main issues namely how the reality of political bullying on Facebook, Whatsapp and Youtube, as well as how the power of social media damages the public thinking system through news of political communication bullying. This qualitative descriptive research explores exploratively the reality of the bullying of political communication in the social media public space in the city of Ambon. The perspective used in reading the reality of political communication bullying uses the Hymens ethnographic communication insight which assumes that language plays a role in the bullying behavior of political communication in a democratic society. The analysis technique uses the method of interpretation of Abu Hayyan's maudhu'i which assumes that every news has text, meaning and context. From an axiological perspective, empathic communication methods are used as a parameter to examine political bullying news material on social media. This study found four aspects, namely: 1). The most widely consumed news during the presidential election campaign in Ambon city was political bullying that damaged the social system of unity, brotherhood and culture of Muslim-Christian empathy. 2). News that plays a big role in constructing the brains of people in Ambon City and political discussion in coffee shops is news sourced from Youtube. 3). Political bullying influences changes in political choices for the Presidential Election during the campaign period. 4). News that is used as an argument for political communication 70% comes from news on social media. It can be concluded that the higher the bullying of political communication received by the Ambon city public from social media, the more difficult it is to care for the fraternity in arranging insight into healthy thinking in the public space and in the community. Penelitian ini membahas tentang etnografi bullying komunikasi politik di media sosial selama masa kampanye di kota Ambon dengan dua pokok masalah yaitu bagaimana realitas bullying politik di Facebook, Whatsapp dan Youtube, serta bagaimana kekuatan media sosial merusak sistem berpikir masyarakat melalui berita bullying komunikasi politik. Penelitian bercorak desktiptif kualitiatif ini menelaah secara eksploratif realitas bullying komunikasi politik di ruang public media sosial di kota Ambon. Perspektif yang digunakan dalam membaca realitas bullying komunikasi politik ini menggunakan wawasan komunikasi etnografi Hymens yang berasumsi bahwa bahasa berperan mencetak prilaku bullying komunikasi politik masyarakat dalam berdemokrasi. Teknik analisis menggunakan metode tafsir maudhu’i Abu Hayyan yang berasumsi bahwa setiap berita ada teks, makna dan konteks. Dari perspektif aksiologinya menggunakan metode komunikasi empaty sebagai parameter untuk menguji materi berita bullying politik di media sosial. Penelitian ini menemukan empat aspek yaitu: 1). Berita yang paling banyak dikonsumsi selama kampanye pilpres di kota Ambon adalah bullying politik yang merusak sistem sosial persatuan, persaudaraan, dan budaya empati Islam-Kristen. 2). Berita yang sangat berperan besar mengkonstruksi otak masyarakat di kota Ambon dan diskusi politik di warung kopi adalah berita yang bersumber dari Youtube. 3). Bullying politik berpengaruh terhadap perubahan pilihan politik untuk Pemilihan Presiden selama masa kampanye. 4). Berita yang dijadikan argument komunikasi politik 70% berasal dari berita di media sosial. Dapat disimpulkan bahwa semakin tinggi bullying komunikasi politik yang diterima oleh publik kota Ambon dari media sosial semakin sulit merawat persaudaraan menata wawasan berpikir sehat di ruang publik dan di masyarakat.