social media for susi pudjiastuti to build maritime

Communicare:JournalofCommunicationStudiesVolume6No.2,December2019,p98-115P-ISSN:2089-5739,E-ISSN:2502-2091DOI:https://doi.org/10.37535/101006220194http://journal.lspr.edu/index.php/communicare

CONTACTAndynaSary.ProgramPascasarjana,InstitutKomunikasidanBisnisLSPR.Jl.Jend.SudirmanKav.32,JakartaPusat,DKIJakarta,10220.Email:[email protected]:January2019,Accepted:April2019,Published:June2020

SocialMediaforSusiPudjiastutitoBuildMaritimeSecurityAwarenessinIndonesia AndynaSaryProgramPascasarjana,InstitutKomunikasidanBisnisLSPR,Jakarta,Indonesia

ABSTRAKIndonesia menghadapi sejumlah tantangan serius dan mendesak dalam sektorketahananlaut.Termasukpenangkapanikandanmasuknyakapalasingsecaraliar,polusisampahplastik,hinggaberbagaikejahatantransnasionalyangterorganisirseperti perdagangan manusia, penyelundupan narkotika, dan kerja paksa. SalahseorangfigurpolitisiIndonesiayangmencuriperhatianduniadengankegigihannyamemberantaspelanggarantersebut ialahSusiPudjiastuti,MenteriPerikanandanKelautan Republik Indonesia, periode 2014-2019. Artikel ini meneliti tentangstrategikomunikasiSusiPudjiastutidalammemanfaatkanmediasosialnyasebagaistrategi utama demimembangun kesadaran akan pentingnya ketahanan laut diIndonesia.Melaluipendekatanmixed-methodology,secarakuantitatifdankualitatif,penelitianiniberfokuspadapengukurandananalisakontenpesansertainteraksiyang ada di Instagramdan Twitter Susi Pudjiastuti. Penelitian inimenggunakanteori komunikasi pemerintah oleh Canel & Sanders, media baru oleh MarshallMcLuhan, dan juga Humanistic Leadership Model oleh Robert Blake dan JaneMouton.DalampenelitianiniditemukanhasilbahwaSusiPudjiastutitelahmembuatsebuat inovasi komunikasi politik dalam tataran birokrasi Indonesia yang kinimenjadi lebihdekat,bersifat langsungtanpaperantara,dan transparan.TemuanlainnyamenyatakanbahwayangdilakukanolehSusiPudjiastutibahkanmenjaditolakukurbagipolitisidanpemimpinlainnya.

ABSTRACTIndonesiafacesanumberofseriousandurgentchallengesintheareaofmaritimesecurity;including,Illegal,UnreportedandUnregulatedFishing,MaritimePlasticPollution,andseriousTransnationalOrganizedCrimessuchashumantraffickingand forced labor.One figure in Indonesianpolitics stands out for her efforts toeradicatethesecrimes,SusiPudjiastuti,theIndonesianMinisterforMarineAffairsandFisheriessince2014.MinisterPudjiastutihasbeenremarkablebothforherenforcementofpreviously-unutilizedlawstoseizeanddestroyillegalvessels,andheruseofsocialmediatopromoteawarenessandactionwithinthegeneralpublic.The article takes a mixed-methodology approach to measure and analyzePudjiastuti’s strategic use of socialmedia as a keyweapon in her fight againstcrime in themaritimesector.This researchusedGovernmentalCommunicationTheory byCanel& Sanders (2013),NewMedia byMarshallMcLuhan, and alsoHumanistic Leadership Model by Robert Blake and Jane Mouton. ThroughquantitativeandqualitativeanalysisofPujiastuti’sInstagramandTwitterposts,thethesisrevealsaveryhighlevelofinfluence,awareness-raisingandengagementwith her message. The findings are that her innovative used of social mediaindicates a new paradigm of direct, transparent political engagement with thepublicthatsetsahighbenchmarkforotherIndonesianleadersandpoliticians.

KATAKUNCImediasosial;komunikasi;politik;SusiPudjiastuti;ketahananlaut;Indonesia

KEYWORDSsocialmedia;communication;politics;SusiPudjiastuti;maritimesecurity;Indonesia

SocialMediaforSusiPudjiastutitoBuildMaritimeSecurityAwarenessinIndonesia|Sary

Communicare:JournalofCommunicationStudies|Volume6No.2,December2019p.98-115

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INTRODUCTIONTherapidandfascinatingmovementofdigitaltechnologytransformsustoaborderlessglobal village. The world is seen as a massive and progressive community in whichdistanceandisolationhavebeendramaticallychangedbythepoweroflivinginacybersociety.Newmediahasbeenexistingsidebysidetofillinthegapamongconventionalmedia.Itisrelatedcloselywiththebenefitsofaninterconnectednetwork,orsimplytowhatwecalledtheinternet.Theinternetrepresentsthenewest,mostlywidediscussed,andperhapsthemostsignificantmanifestationofnewmedia(Flew,2005).Itcomesinmany different sophisticated platforms such as email, website,microblog, chatbot, e-book,mobileapplication,onlinegaming,videoconferencing,videostreaming,podcast,virtual reality, augmented reality, mixed reality environment, and for sure, socialnetworkingsitesorasknownassocialmedia.Theriseofsocialmediahasbeengoingonbecauseitopensahugepossibilityforpeopletocreate,toshare,toparticipate,andtobuildtheirowntypesofcreativecontentindailybasis(User-GeneratedContent).Thereareopportunitiestoexchangeideas,interactingwithstrangersorsomeonewehaveadmiredforsolong,discoverthelatestinformationinordertoavoidFoMO(FearofMissingOut),expresssignificantthoughtsandfeelings,andevenletourvoicestobeheard.Eventually,theexistenceofsocialmediaallowsustointerconnecteachotherinaneasierway.

Accordingto2018GlobalDigitalReportbyGlobalWebIndex,AsiancountriesareleadingtheworldwideBroadbandMobileConnectivity,whichallowssocialmediatogrowfasterandwider (Kemp, 2018). Indonesia is no exception. Indonesian people started to getacquaintedwithsocialmediafrequentlysincethebeginningofthe2000s. In linewithmassmediaexpansionafterthe1998reformmovement.Thatincludessocialbehavioralchangingwhenpeoplestartedtouseaportablecomputerorgadgetwithnowires.In termsofmediausage, Indonesians started looking for two-way communication, aninteractiveandengagingplatform,andaresponsivetoolthatcanbeconnectedwithindistanceandtime.In2018,statisticallyatleast,thereweremorethan130,000,000activesocialmedia users in Indonesia. Thatmeans almost 50% of the population has beencontributingtothisphenomenon(WeAreSocial,Hootsuite,2018).

The government, especially politicians and state officials,will always requiremassivepublicityandpromotion,especiallytoruntheirprogram.Althoughconventionalmedialiketelevision,radio,andnewspaperstilldoexist,theyarenolongerbecomethemostreliable source for people. Not because they do not trustworthy, but simply becausepeopledemandmoreaccessibleandmobileinformation.Basedonthecommunicationpointofview,theusageofsocialmediabypoliticianorstateofficials is the latest formofpolitical communication(Riaz,2010).Notonlyduringan

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electionperiodbutalsoduringtheirtermofservice.OnegreatexampleiscomingfromRidwanKamil,GovernorofWestJava,Indonesia.TheonlyIndonesianwhobecameoneofTheWorld’s50GreatestLeadersbyFortunemagazinein2018(Fortune,2018).Duringhistermofservice,healsousessocialmediatosharehisworkingprogress,toinformnewpolicy,toletpeopletalktohimforideation,tocomplainifthereisanyviolation,orevenjusttoposthissenseofhumoronline.Asaresult,hegainedatleast10millionfollowersonInstagramand3millionfollowersonTwitteruntiltoday.Andmostimportantly,eachchannelhasbeenutilizedasaneffectivealternativetoolofpoliticalcommunication.Sowhencommonpeopleusesocialmediaonlytostayintouch,havefun,andkeepingupwith surrounding. Some politician or state officials came to the realization that thistechnology2.0canbringuswaydeeperpurposesandinsight.Especially,inordertobuildpowerful awareness of political communication message and reach out the youngergeneration.Indonesiawastotallysurprisedbackin2014whenPresidentJokoWidodoinauguratedSusi Pudjiastuti as the new Indonesian Minister of Marine Affairs and Fisheries(KementerianKelautandanPerikanan,KKP).Forthefirsttime,shecaughtandsnappedin pictures while enjoying her cigarettes at the terrace of National Palace after theceremony.Thosepicturesweregoneviralonsocialmediaandbroughtthepublicintomassivecuriosityabouther.Littledidtheyknow,shehasmanymoresurprisestocome.During her term of service in Kabinet Kerja (President Joko Widodo’s governmentcabinet,2014-2019),sheremainsapolarizingfigureinsocialmediaforherconcreteandextreme action,while declaringwar on foreign fishing boats that had encroached onterritorialwatersandthreatenedsomeoftheworld’smostbiodiverseseas(BeechandSuhartono,2018).ByholdingonfirmlytoTheUnitedNationsConventionontheLawofthe Sea (UNCLOS), she protects Indonesia’s exclusive economic zone by commandingstrictly to blow up and sink those illegal fishing boats. None of Indonesia’s previousministerseverdidthis.ForeignPolicynamedhernameoneofthe2019GlobalThinkersfor saving thearchipelago (Tepperman,2019).Hence, she isknown forhernotorioushashtaginsocialmedia;#Tenggelamkan(SinkIt!).InconjunctionwithSusiPudjiastuti’ssustainablemission,shehasbeenactivelyusinghersocial media as a prime digital communication strategy platform to build maritimesecurityawarenessinIndonesia.DominantlyonInstagramandTwitter,shetellsstoriesabouthowwecansaveandsupportlocalfishermenfromillegalfishing,cleaningupthecoastline from plastic and pollution, stand up for our territorial waters, solving theproblemofclimatechange,raisingthebaroftheblueeconomyfromseatourism,andevensomuchmore.Ontopofthat,sheopensherselffordigitalinteractivedialoguesaswell.Herfollowersareallowedtoaskmanyquestionsregardingher‘thug’action,criticalthinking,andtoughcommitment(Kumparan,2018).Andsheiswillingtoansweritinherownway.



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Allofthesereasonsultimatelybecameapowerfulbackgroundofwhysheturnedintoabreakthrough figure in social media. For instance on Twitter, when people werecommenting about the prohibition of lobster baby hunting or asking for her help toprovidetunafishinggearinMentawaiislands,shequicklyrespondedtofollowupsoon(Twitter,2019).Toputitonthesamepage,ChristianBueger(2014)inhisacademicjournalcalledMarinePolicyhasdefinedmaritimesecurityasaglobaltermwhichbeingusedtoexplainnewchallengesintheinternationalmaritimedomainandinternationalrelationsingeneral.Heexplainedthatmaritimesecurityreferstosomeessential threatssuchasmaritimeinter-state disputes, maritime terrorism, piracy, human trafficking, smuggling, armsproliferation,illegalfishing,environmentalcrime,evenmaritimeaccidentanddisaster.Two-thirds of Indonesia’s territory consists of the waters. With this geographicalcondition,logically,buildingmaritimesecurityisnotjustanoption.Itisthefrontlineofsovereignty.Furthermore,humansrelyenormouslyontheoceanseverysingleday.Froman economic perspective, marine resources deliver a huge contribution to nationaldevelopment(Wahyono,2009).Indonesia as the largest archipelago countries in the world came to realization andconsensus of having law fundamental protection for the oceans since 1957 duringDjuandaDeclaration(Wahyono,2009).Backthen,therewasnosuchthingasmaritimesecurityyet.But later, itwascontributingsignificantly to the thoughts in theUNCLOS1982, which formally became such a strong foundation and recognition, for theawareness of maritime security. After that, the acknowledgment of the ExclusiveEconomicZone(EEZ)hasbeencontributingamajorpositiveimpactforIndonesia.Asanarchipelagoanddevelopingcountry,managingmaritimesecurityisafundamentalkeytoincreasebetterprosperity,economicgrowth,andnationalstability.But in line with its geographical advantage, for many decades Indonesia’s territorialwaters have been facingmany types of intentional and unlawful damages (Marsetio,2015).Foreignfishingboatstrespassingbackandforthwithnoconsequences.Industrialpollutiondisembogueseveryday.Seaanimalsstrandedanddiedatthecoastline,tangledbyplasticrubbish.Endangeredspeciesarebeingkilledforexportbusiness.Andevensomuchmorecomplexities(MetroTV,2019).Bigquestionis,howcanmaritimebetheaxisandfrontgateofarchipelagocountryiftherearelayeredglobalthreatsontoit?Inorder tomanageanddevelopmaritimesustainability, Indonesianeeds toprioritizemaritimesecurityforsure.Maritimesecurityinfactisalsothemainfocusandmissionpriority under Indonesian Ministry of Marine Affairs and Fisheries (KementerianKelautan dan Perikanan, KKP). It is their responsibility, function, and authority toactualizing Indonesia’s marine sovereignty, sustainability, and prosperity. And it hasbeenmandatedandmentionedbylegislationsinthecountry.SomeofthemareUndang-



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Undang Nomor 32 Tahun 2014 about Maritime, Keputusan Presiden (PresidentialDecree)Nomor147Tahun1999aboutDepartmentofMarineandFisheriesExploration,Peraturan Presiden Nomor 47 Tahun 2009 about theMinistry of Marine Affairs andFisheries(KementerianKelautandanPerikananRepublikIndonesia,2019).

Although maritime security issues have been existing for many years and have theurgencyasmentionedabove.Ironically,veryfewIndonesianshavetheawarenessandcomprehensive understanding of it. Let’s take an example from what happened inTrenggalek,EastJava.Thiscoastisknownforitspremiumlobsterqualityformanyyears.OnebigandadultlobstercancostuptoIDR4,000,000(US$279)foreach.Unfortunately,alotoffishermenhavebeenbrutallyhuntingtheseedsofbabylobster,tobeexportedtoVietnamwithcostonly IDR10,000–100,000 (less thanUS$7)per seed (Pudjiastuti,2019).Whydidtheydothis?Becausetheydonotawareandunderstandyetforwhatitsworth.ThiscasesimplyhasprovenanincomprehensionofpeopleregardingIUUFishingpolicy(Kumparan,2019).

TheminimumsocializationaboutmaritimesecurityinIndonesiaalsobecameoneofthereasonsforthissituation.Whereas,educatingpeoplecanbeagoodstarttoopentheirmindandtochangethewaytheytreattheirenvironment.Peoplearehavingtroubletobedisciplineandcontributetoprotectingtheseabecause,forsomereasons,theydonotknowanddonotgetusedtoityet.Shortly,averylackofmaritimesecurityawareness.TheobjectiveofthisresearchismainlytoanalyzehowSusiPudjiastutimadeavirtualapproachandsocializationaboutmaritimesecurityawarenessthroughhersocialmediaofficialaccount.TofindamutualcomparisonbetweenSusiPudjiastuti’sInstagramandTwitter official account. To criticize the result of Susi Pudjiastuti’s communicationstrategyforthisissue.Sointhefuture,digitalizationcanbeoptimizedandperfectedinabetterway,notonlyformaritimesecuritybutalsoforanotherpoliticalcommunicationstrategy.METHODThisresearchisdevelopingamixed-methodologywithdescriptiveparadigm.Therearetwomainpurposeshere.OneisbecausethisresearchwouldliketofocusoncapturingthewaySusiPudjiastutihasbeenutilizinghersocialmediaplatformsinordertobuildmaritime security awareness towards her followers. Two, this research is trying tomeasure(howmuch)anddescribe(how)theeffectivenessofthistypeofcommunicationstrategy.Bydevelopingamixedmethodology,theresearcherusedaconvergentdesigntocomparefindingsfromqualitativeandquantitativedatasources(Wisdom&Creswell,2013).Thisresearch involves collecting both types of data at roughly the same time, assessing



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informationusingparallelconstructs forbothtypesofdata,separatelyanalyzingbothtypes of data, and comparing results through procedures such as a side-by-sidecomparison inadiscussion,or jointlydisplayingboth formsofdata.Forexample, theresearchercollectedquantitativedatafromasurveyand/orsocialmedialisteningtool(insightstatistics),alsothefreedomtoexplorepersonalexperiencesofSusiPudjiastuti’sfollowersonInstagramand/orTwitterasqualitativedata.Wisdom&Creswell(2013)pointedoutthatthesetwotypesofdatacanprovidevalidationforeachotherandcreateasolidfoundationfordrawingconclusions.Theinitialprocessofquantitativedatacollectionusedadocumentstudyassecondarydata.Theresearcher tried tocollect informationbyusingSocialMediaListening.Thisterm refers to a digitalmonitoring and analyzing process of socialmedia channel byoptimizingdatawithcertainsoftwareand/ortool(Amaresan,2018).TheobjectiveistofindoutdigitalanalyticsreportinsideSusiPudjiastuti’ssocialmedia.Becauseitprovidesinsightstatisticsfromactivity,content,hashtag,toaudiencethatinvolveswithin.Thenextdatacollectiontechniqueisthroughaquestionnaire. Itbecamethesourceofprimarydata.Here, theresearcher triedto formulatea listofquestionsorstatementsbasedonthestudyobjective,thenmeasuretheanswersbyusingtheLikertScale.Aftergettingquantitativedatarespondent,theresearcherhasfilteredandinvited3-5ofthem to join the discussion. LokananthMishra (2016) in her journalmentioned thatFocusGroupDiscussionisatypeofin-depthinterviewaccomplishedinagroup,ledbyamoderator,whosemeetingspresentcharacteristicsdefinedwithrespecttotheproposal,size,composition,andinterviewprocedures.Mishraalsosaidthatthediscussionusuallyreliesonanoutline,ormoderator’sguide,toensurethatalltopicsofinterestarecovered.Theresearcher’sobjectiveistofindoutmuchmorespontaneousinteractions,responses,explanations,andthoughtsinsidethegroupregardingcertainquestionsorstatements.The amount of Instagrampopulation for this research came from the total InstagramFollowersofSusiPudjiastuti’sofficialaccount,andthatis2.000.000FollowersbyJune2019.Inordertodeterminesamplesize,thisresearchusedSlovin’sformula(1960).Thistype of formula has been used to calculate proportional sample size and stillrepresentativeofthepopulation.Theamountofrespondent(sample)camefromthetotalpopulation(N),dividedby1+(N)timesquadratic20%marginoferror.Insertthetotalamount of populationwhich is 2,000,000Followers.And themargin of error is 20%.Therefore, the result is 24,99 samples, rounded into 25 samples, which means theresearchermusthaveatleast25differentindividualswhohavefollowedSusiPudjiastutionInstagram(25Followers).TheamountofTwitterPopulationforthisresearchcamefromthetotalTwitterFollowersofSusiPudjiastuti’sofficialaccount.Andthatis970,803FollowersbyJune2019.UsingSlovinFormula,theresearcherinsertedthetotalamountofpopulationwhichis970,803



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Followers. And the margin of error is 20%. Therefore, the result is 24,99 samples,roundedinto25samples,whichalsomeanstheresearchermusthaveatleast25differentindividualswhohavefollowedSusi-PudjiastutionTwitter(25Followers).So,underthepopulation of Susi Pudjiastuti’s socialmedia, there are in total 50 followers; 25 fromInstagramand25fromTwitterasQuestionnairerespondent.As for thebaseof theroretical framework, thisresearchhascombiningsomedifferenttheories. The first one is Governmental Communication Theory by Canel & Sanders(2013),whichpointingtotheaims,role,andpracticeofcommunicationimplementedbyexecutive politicians and officials of public institutions in the service of a politicalrationale.Referring to two-way communication form, it canbe an interactiveprocesswhich focusingonpolitical information exchange amongpolitician,media, institution,governmentpolicy,andthepublicitself.Thereareactivefeedbackandresponsegoingbackandforth.Interactionandtransparency.Anditrepresentsanotherdynamicsofwhatgroupcommunicationshouldbe.TheresearcheralsotookapointofviewfromNewMediaTheorybyMarshallMcLuhan.Hewasspecificallyassumedthatnewmediawillno longerbeusedasan informationtransmitteronly,butitwillindeedchangetherelationshipbetweenhumankindandtheirworld(Griffin,2003).AndthelasttheoryisHumanisticLeadershipModelbyRobertBlakeandJaneMouton,RensisLikertandDouglasMcGregor.Generallyspeaking,thistheorydrawsattentiontoleadershipcorefunction,whichistofulfillwhatpeopleactuallyneedintheirlives,andthatcanbepossibletoachievethroughagoodinteractionfrombothgovernmentanditspeople (Kartono, 2016). Humanistic Leaderships Model reflected on the way SusiPudjiastuti chosed her communication strategy. Due to the lack ofmaritime securityawarenessinIndonesia(asituationtobefixed),shedecidedtobuildagoodinteractiondirectly with people through the power of social media instead just followingconventional previous protocoler. So that people get a better understanding and caneasily contribute their thoughts and/or actions to support each of Susi Pudjiastuti’scampaign.RESULTSANDDISCUSSIONLetusstarttheveryfirstfindingthroughadocumentstudy(secondarydata)calledSocialMediaListening.Thistypeofanalyticstoolhasbeenutilizedindigitalmarketingplatformallovertheworld,includingapersonalbrandinginsocialmedia.Thereare2sourcesofSocialMediaListeningtoolsthatarechosenbytheresearchertobeusedinthisdocumentstudy.ThefirstoneisthePhlanx,adigitalanalyticsgeneratorthatwillcoverdatainsightfromSusiPudjiastuti’sInstagram.ThesecondoneisKeyhole,adigitalanalyticsgeneratorthatwillcoverdatainsightfromSusiPudjiastuti’sTwitter.



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AccordingtothePhlanxanalyticsreport,asofJune2019,SusiPudjiastuti’sInstagramhasreached more than 2,3 million followers. She became the most followed IndonesianministeronInstagram.NotonlyduringKabinetKerjatermofservice,in2014-2019,butalsothehistoryofIndonesiangovernance(Instagram,2019).ThesecondsignificantnumberfromthePhlanxanalyticsreportisabouttheEngagementRate. Hopper (2019), an Instagram Planner company based in the United Kingdom,definedEngagementRateasthepercentagevaluewhichisusedtomeasuretheaccountand/orcontentperformanceonsocialmedia.Itiscalculatedfromthetotalquantityofinteractions many as a number of likes, comments, impressions, reaches, saves, andshares.QuantitativeSusi Pudjiastuti’s Instagram is indicating 6,34% of Engagement Rate on a daily basis(Phlanx,2019).Withatleast145,000averagelikesand2,300averagecommentsoneachpost.Also,itisfarexceedingtheaverageEngagementRateonInstagram.Usually,withmore than 1 million followers, the average Engagement Rate is not even more than1,97%.Butshemade it3 timesbetter.Statistically, shehassucceededtobuildsuchagreatvalueofinteractionsonInstagram.

Fig1.SusiPudjiastuti’sEngagementRateonInstagram

Source:PhlanxInstagramEngagementCalculator,2019

ThecommonformulaforcalculatingInstagramEngagementRateiscomingfromthetotalamount of interactions (likes, comments, shares), divided by total followers, thenmultiplyby100(Hopper,2019).



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The thirddata insight that researcher tracked from thePhlanxanalytics report is theeditorialcontentofSusiPudjiastuti’sInstagram.Withthishugenumberoffollowers,shehas been frequently using Instagram as one of her main social media platforms tocommunicate her works. Overall calculated, 78,81% of her posts were talking aboutMaritimeSecurity, fromIUUfishing,blueeconomy,climatechange,towaterpollution.The next content is 10,76% regardingGovernment Protocols, such as socialization ofpoliticalpolicy,voluntarymission,andsocialwork.Therest10,41%consistsofotherslikeapersonalpost,KKP’sgreetings,publiclecturing,mediacoverage,andtravelpost.

Fig2.SusiPudjiastuti’sInstagramEditorialContent

Source:PhlanxInstagramEngagementCalculator,2019

MovingontoTwitter.AccordingtotheKeyholeanalyticsreport,asof June2019,SusiPudjiastuti’sTwitterhassurpassed970,000followers,withmorethan23,000posts.Eachdailypost,shegotatleast600averagelikes,200averageretweets,and0,09%averageEngagementRate.AnEngagementRateofTwitterwhichresultedbetween0.02%and0,09%isconsideredtobegood(Kell,2019).Thismeansthereare2-9averagereactionsforevery1,000followers.Another interesting finding fromSusiPudjiastuti’sTwitter is about themain functionwhichquitedifferentcomparedtoherInstagram.BylookingattheFrequentPostandMediaTypes.TheReplynumber,52,53%,isdominatingthepostinsteadofNewTweetandRetweet.Also,61,54%isusingatextmediuminsteadofaphotoorlink.Thismeansthatshehasbeenfocusingthisplatformtogainmoreinteractionsthroughconversations(reply and text) with her followers. Not just to inform something as she does onInstagram.

78,81% Maritime Security

10,76% Government

Protocols

10,41% Others

100%



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Fig3.SusiPudjiastuti’sTwitterTracker

Source:Keyhole,TwitterTracker,2019

As forqualitativepart,within2weeks, thequestionnairehadcollecteddata from104respondents (Susi Pudjiastuti’s social media followers) by using an online surveyadministration-applicationnamedGoogleForm.AccordingtotheresultofAge(Usia)indicator,thebiggestrespondentscamefrom26-35years old (adults); 52,9% and 19-25 years old (young adults); 25%. Then, the thirdcategoryis20,2%frompeopleabove36yearsold(middle-agedadults).Followedbythefourth category with only 1,9% of people under 18 years old (teenagers). AnotherindicatorisSex(JenisKelamin)whichshowsthat55,8%ofSusiPudjiastuti’ssocialmediafollowersarewomenandtherest44,2%aremen.Meanwhile,Occupation(Pekerjaan)indicator isdominated52,9%by theemployee, as the combinationofblue-collar andwhite-collar.Therearealso16,3%oftheentrepreneur,13,5%ofthestudent,11,5%ofothers(freelance,unemployment,retired),andthesmallestoneis5,8%ofthehousewife.In thisRespondentProfilepart, the researcher alsohas filtered respondentsby somecriteria, such as they have to be an active social media user and follower of SusiPudjiastuti’ssocialmediaaccount.Otherwise,theywillnotbeabletocontinuetothenextquestionnairepart.Thesecondvariableisfocusingonresponsesregardingthebenefitandusageofsocialmedia.Morethan90%ofrespondentagreedthatsocialmediahasbecomeanalternativeto new media that is needed by the public. They agreed that social media givesconveniencetoaccessthelatestinformationthefastestpossibleway.Mostofthemhavetriedandfeltthebenefitsofusingsocialmediaonadailybasis.Oneoftheirmotivesisbecause they want to know and/or enrich important information that is happeningaroundthem.Also,theyeventuallydecidedtochoosewhichsocialmediaaccounttobefollowedtogettherightinformation.ThethirdvariableiscapturingthefigureofSusiPudjiastutiasoneofthestateofficialsand/or politician in Indonesia who has been utilizing her social media platform andgivingtransparencyaccesstopeopletogettoknowherdailyworkbetter. Morethan



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95% of respondent found out about Susi Pudjiastuti’s figure from social media anddecidedtofollowheraccountonpurposetogettoknowmoreinformationdirectlyfromher.TheyareclaimedtobehappytofinallyhavethefigureofIndonesianministerlikeSusiPudjiastuti.Notonlybecauseofhercharacter,butalsobecauseofhergovernmentaltransparencytobeactivelysharingherdailyworkinpublic.Nextvariableisfocusingonthemaritimesecurityawareness.Almost60%ofrespondentsagreedthattheydidnotknowanythingabouttheimportanceofmaritimesecuritybeforetheyarefollowingSusiPudjiastuti’ssocialmedia.Thereare96,1%ofthemwhorealizethat there is a great deal of valuable information regardingmaritime security on hersocial media account. This variable also revealed 98% of them agreed that she hasfrequentlybeenproactiveinsocializingthingsaboutmaritimesecurity.From a deeper perspective of maritime security, most respondents interestinglyconsideredsomeimportantmessagesfromSusiPudjiastuti’ssocialmediaaccount.Theyagreed on how it has educated them that some actions like illegal fishing and/ortrespassingforeignboatstoIndonesianwaterterritoryarestrictlyforbiddenandcanbepunishedbythelawinIndonesia.Ithasenlighteningtheirmindthattheblueeconomy(fishes,minerals,energy,seatourism,seatransportation)hassomanygreatbenefitsforthe country. They even understand better that climate change and pollution havenegativeimpactsontheocean.Shortly,thecontentinformationaboutmaritimesecurityawarenessaddressedbySusiPudjiastutionhersocialmediahasbeenabletoreachmorepeopleinIndonesia.

Fig4.QuestionnaireInsight:SusiPudjiastutiandMaritimeSecurityContent

Source:Researcher,2019

Strongly Agree Strongly Disagree



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Fromcognitionperspective,thisfindingconfirmsthatmorethan98%oftherespondentcaneasilyrememberandunderstandtheimportanceofmaritimesecuritythroughtheconsistencyofSusiPudjiastuti’ssocialmediaaccount.Asfortheaffectionperspective,itiscountedaround97,1%oftherespondentcanfeeltheanxietyandemotiontosupportSusiPudjiastutitoenforcethelawofmaritimesecurityin Indonesia.Even99%of themaremotivatedtobecomemoreawareandcareaboutIndonesianwaterterritorybecauseofhersocialmediacontent.TheeffectivenessofSusiPudjiastuti’scommunicationstrategyalsohasseenbythelastindicator; behavior. About 81,8% of respondent love to appreciate her social mediacontentbydoing small actions such as giving likes, comments, reply, retweet, and/orsharing with their other friends in social media. In other words, by using thiscommunicationstrategy,SusiPudjiastutimadetherightmovestoreachmorepeopletogetabettercomprehensionofmaritimesecurityawarenessinIndonesia.

Fig5.QuestionnaireInsight:TheEffectiveness

Source:Researcher,2019QualitativeFrom104questionnairerespondentswhohadparticipatedpreviouslyinthequantitativephase,theresearcherhasselected5ofthemrandomlytojointhesessionofFocusGroupDiscussion as participants. The objective is to get amore comprehensive testimonial,argument,opinion,and/oridearegardingtheresearchfocus,whichlaterwillbeutilizedasthesecondprimarydata.

Strongly Agree Strongly Disagree



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Theresearcherfirstlyaskedthegrouptointroducethemselvesonebyone.Includingtomention their name, age, and occupation so it can be matched with their previousquestionnaireanswers.Andtheyare:(1)Farischa,24yearsold,employee(logisticofficer),Surabaya,EastJava.(2)MeinarUtowo,28yearsold,employee(reporter),Jakarta,DKIJakarta.(3)DestyaNinggeni,32yearsold,others(freelancephotographer),Denpasar,Bali.(4)HernawanArianto, 33 years old, entrepreneur, going back and forth between Jakarta, DKI Jakarta andPadang, West Sumatera. (5) M. Bisir Sudrajat Fuad, 20 years old, student, Makassar, SouthSulawesi.

These 5 participants are all active social media users and have been following SusiPudjiastuti’ssocialmediaaccounts;Instagramand/orTwitter.MeinarandHernawan,forinstance,havebecomefollowerssince2015afterSusiPudjiastutigainedhighpopularityforherrebelactionandsocialmediahashtag#Tenggelamkan.Whentheresearcherwasaskingaboutthebenefitandusageofsocialmedia,thegroupcameintoasolidresponse.Theyareallagreedthatsocialmediamakesmanytypesofinformationtravelfasterthanever.Peoplecaneasilyaccesswheneverandwherevertheywant.Nomoredistanceissue.Second,socialmediaalsomadenetworkingexpansiontobecomepossibleacrosscitiesandcountries.Conventionalmedialiketelevisionalwayshas itsgatekeepers.Theyalwaysdecidewhatpeoplesupposetoseeornot.Butsocialmediabrokethisoldpattern.Nowpeoplehavethepowertochoosewhichonetheywanttofollowandwhichinformationcanbetrusted.Especiallywithsomanyhoaxpotentialsnowadays.The next discussion will be framing the figure of Susi Pudjiastuti as the IndonesianMinisterofMarineAffairsandFisherieswhoutilizeshersocialmediaplatformandgivingtransparencyaccesstopeopletogettoknowherdailyworkbetter.Mostofthemsaidthatsheisasensational, frontal,rebellious,quirky,oneofakindgovernmental figure.BisirevenconsideredherasaWonderWomanofIndonesiawhoseemedtobeverytoughtoaccomplishherjob.HernawanbelievesthatshebroughtmanychangesinIndonesiapoliticalscene.Notthattypicalofmostconservativebureaucrats.FarischaandDestyawere addressing their admiration during her term service, she has proven so manyconcreteworkresultswithoutanycompromise.Meanwhile,Meinarstatedthat,“Iusedtokeepingupsomenewsabouther(SusiPudjiastuti).Ithinkthemostimpressiveonewasherfrontalactiontofightthoseforeignillegalboatsandsaying“Sinkit!”.Itbecamememesandhashtagseverywhere,right?Nomatterwhat,“Sinkit!”.Participants also came into one consent that Susi Pudjiastuti has been carrying animpressive achievement as aminister. They said, it takes huge courage, commitment,logic,practicalthought,andfirmnesstobelikeher.Moreover,withamassivescopeofresponsibility towatchingover Indonesia thearchipelago,all theway fromSabang toMerauke.



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Bydoingsocialmediaactivationasapoliticalcommunicationstrategy,allparticipantsconclude that Susi Pudjiastuti has succeeded in creating public impressions. Peoplecuriousandwanttogettoknowherdailylifethroughhersocialmedia.Andshegivespeoplewhattheyneedwithherfrequentcontents.Unliketheotherpoliticians,shedoesnotmindtotransparentlyshareabouthergovernmentaldutyandresponsibility.Theseare also some strong reasonswhy people decided to follow her socialmedia. So yes,indeed,socialmediaactivationplaysthemainrolethatcontributestowhatpeoplethinkabouther.Narrowingdowntomaritimesecurityawarenesswhichdoesexistasinhersocialmediacontent.Theresearcheraskedthegroupaboutwhatkindofinformationtheyhaveseen,heard,and/orreadsofarfromSusiPudjiastuti’ssocialmedia.Andtheirpick-uppointsare (1) Trespassing foreign boats in Indonesian water territory. (2) Illegal fishing,especiallytheoneswithbombingorotherdangerousexplosivesusedbylocalfishermenonpurpose. (3)Siteand/or islandvisits toremoteareas in Indonesia. Includingsomeinspectionstofishermenandlocalfishmarketswhichrelatedcloselytotheblueeconomypoint of view. (4)Marine tourism places that have not been exposed yet. (5) Plasticpollution.Invitingeveryonetouselessplasticindailylife.(6)SusiPudjiastuti’spersonalpostliketravelingwithhergranddaughter,doinghobbieslikepaddlingandyoga,etc.Mostofthecontentsaretalkingaboutmaritimesecurity.ThroughSusiPudjiastuti’ssocialmediacontent,peoplearebeingeducatedandawakenthatthosethreatsuponmaritimesecurityare,infact,anorganizedinternationalcrimethatmustbehandledseriously.Previously,MeinarandDestyaarebothquitefamiliarwithmaritimesecurityissueslikeillegal fishing,smuggling,or tidalenergy.But theyadmittedhowsomeof these issuesstartedtoraiseonthesurfaceafterSusiPudjiastutibroughttheconversationtopublic.Meinaralsoagreed,“ItisamazingSusiPudjiastutididsuchagreatsocializationthroughhersocialmediafromtimetotime.SheencouragespeoplenottobeafraidofanythreatsfromoutsidebecausethatisanimportantmessagetotheworldthatIndonesiahasitsownsovereignty.”First base from the cognition perspective, participants mostly agreed that thiscommunicationstrategyhelpedthemtoremembertheimportanceofmaritimesecurity.Withitscontentconsistency,theybecamemoreawareandcriticalaboutthisissue.Forinstance,Hernawanunderstandsbetterbysaying,“NowIbecamemuchmorethoughtfulabouthoweverysinglehumanactiononthelandcanreallyaffecttheoceansoonerorlater.Evenitisonlycomingfromasingle-useplasticatmyhouse,theonethatisfarawayfromthebeach,itcanbeendeduptothebottomoftheocean.”Thenextoneisaboutaffection.Atsomepoint,HernawanandMeinarfeltafitofangerandfuriouswhentheyfoundoutmanyviolationshappenedtoIndonesianwaters.ButtheysaluteSusiPudjiastutiforherdecisiveaction.Basirgotthefeelingtobemorecritical



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becauseofthecontent.Farischaiscompletelytouchedbythefactofhavingsuchahard-workingfigurelikeSusiPudjiastuti.Destya,ontheotherhand,ismotivatedtobemoreconcernsincemaritimesecurityrelatedcloselytomarinetourism,whichisleadingtoherjobasaphotographerinBali.SheaddedtouristcomesallthewaytoBalitoenjoytheocean.Iftheoceanispollutedanddestroyed,itwillbeaffectingherjobaswell.Lastone,theeffectivenessofSusiPudjiastuti’scommunicationstrategyalsocanbeseenfrom the third indicator; behavior. All participants did some little actions SusiPudjiastuti’ssocialmediacontentsuchasgivinglikes,comments,reply,retweet,and/orsharingwith their other friends in socialmedia. If the content is good, then theywillcertainly showappreciationbydoingsuch things.And that iswhat socialmedia isallabout.Reachingoutasmanypeopleaspossible.DestyaevendiditsimplybecauseshelikesthefigureofSusiPudjiastuti.Other than that, some participants also tried another action as the result of bettermaritimesecurityawareness.DestyaandFarsichahavebeendoingtheplasticdietforsmallthingslikeawaterbottleorshoppingbag.Destyaconvincelycommitted,“Ihavestoppedfromthehabitofbuyingplasticbottlebecauseofit(maritimesecurityawareness).EachtimeIgotoacoffeeshoporrestaurant,Itrymybestnottouseanymoreplasticstraweither.Weshouldallhaveaplasticdiet!”Itmight all seemed like small stuffs, but those things are real starters to achieve theeffectiveness of this whole communication strategy of building maritime securityawareness.CONCLUSIONWiththecurrentandupcomingprogressive technology in theworld, itcanbeagreatpotential and symbiosis to strengthen the awareness of somany international issues.Human has reached the era where terabytes of communication message can betransferredremotelyandeasily.IncludingpoliticalcommunicationmissionlikemaritimesecurityawarenessinIndonesia.Soyes,iftheobjectiveistogetpeople’sawarenessaswideaspossible,thenutilizingsocialmediaasacommunicationstrategyisnolongerjustanoption.Itisamust.SocialMediaUtilizationSusiPudjiastutihasmadeaconcretevirtualapproachthroughsocialmediaplatform.HerpostsonInstagram,aredominantlyfilledbytheeffortofintroducingand/orsocializingmaritimesecurityawarenessinIndonesiathroughphoto,video,andinformativecaption.Alongsidewithmany governmentalmessages regarding her daily duty as aminister.MeanwhileonTwitter,shehasbeenchannelingthisplatformtogainmoreinteractionsby creating a great value of conversations (reply and text) with her followers. This



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communicationstrategyiscertainlystrengtheningtheexistencyofeachother.Becauseeachsocialmediahasadifferentapproachment.MaritimeSecurityAwareness(a) The content information about maritime security awareness addressed by SusiPudjiastuti on her socialmedia has been able to reachmore people in Indonesia. (b)People can easily remember and understand (cognition) the importance ofmaritimesecuritythroughtheconsistencyofSusiPudjiastuti’ssocialization insocialmedia. (c)Peoplearemotivatedtobecomemoreawareandcare(affection)aboutIndonesianwaterterritory because of Susi Pudjiastuti’s social media content too. (d) People love toappreciateSusiPudjiastuti’ssocialmediacontentbydoingsmallactions(behavior)suchasgivinglikes,comments,reply,retweet,and/orsharingwiththeirotherfriendsinsocialmedia.Butfurtherthanthat,astheresultofbettermaritimesecurityawareness,peoplealsostarttobringtheactiontotheirreallivesaswell,likecontributingtomarinetourismorreducingplasticpollution.TheoreticalCombinationTheoptimizationofe-GovernmentcanbereflectedonthewaySusiPudjiastutiusesthepowerofnewmedia.Shehasbuildingmaritimesecurityawarenessasanurgentpoliticalcommunicationissuethatcanbeeasilydigestbythepublicthroughsocialmedia.Shealsobrokethelongchainofbureaucracyandconservativeprotocolrulesasastateofficial.She made a government transparency so that people can have a better and directinteraction. This package of political communication strategy is a combination of 3fundamentaltheoriesofthisresearchinthebeginning;GovernmentalCommunication,NewMedia,andHumanisticLeadershipModel. REFERENCES

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