Indonesia Conference Directory

Abstract— The digital era enlivened by the growth of various social media platforms has become a distinction in the course of democracy today. Social media has implications for the creation of new discourses on the public sphere, network society, and political branding, which in the previous era only touched the off-line world, now transforming towards online. The active involvement of a candidate in the dynamics that occur in the digital world is believed to provide electoral incentives at the end of the fight. The electability of a politician in electoral contestation is also determined by the success of carrying out political branding through a network society formed in the world of social media. One of the forms of political branding on social media is through the hashtag war between candidates who fight. This study aims to see the extent to which social media forms the formation of network society and political branding through