Creative Campaign on Social Media: Study of #jamaahkreatifsektorselatan Community Movement in Makassar
Nurabdiansyah, Irfan Arifin, Prusdianto

Faculty of Art and Design, Universitas Negeri Makassar

Abstract

Social media now currently seen as one of the most important media to convey messages to the public. Various messages from individuals and communities use this media as a space to share information and communicate with each other. Massive message delivery through social media, then followed by the trend of using hashtags to find out how much a message was delivered. This study examines the use of hashtags in a social campaign about creative communities in Makassar titled #jamaahkreatifsektorselatan (#jkss). The #jkss campaign is a creative effort to build a collective identity of several creative communities in the southern region of Makassar. This effort was carried out by inviting several creative communities to hold several creative activities and then adding the #jamaahkreatifsektorselatan hashtag in each of their posts about these activities on social media. This study then evaluates the correlation between them. Creative activities carried out were then followed up by monitoring the increasing number of hashtag #jamaahkreatifsektorselatan on social media, especially Instagram. One of the foremost objectives of this research is the achievement of a positive correlation between various activities carried out in the real world and the establishment of collective identity through cyberspace, and mutually creates new configurations of communication and identification among the communities involved.

Keywords: creative campaign, hastag, social movement, creative community, collective identity

Topic: Communication Studies