TWITTER, PLEASE DO YOUR MAGIC: AMPLIFIKASI EMPATI DI MEDIA SOSIAL

Anandani Difratia Prihabida; Shuri Mariasih Gietty Tambunan

doi:10.24198/metahumaniora.v12i3.39054

Penulis

Anandani Difratia Prihabida Program Studi Ilmu Susastra, Fakultas Ilmu Pengetahuan Budaya, Universitas Indonesia
Shuri Mariasih Gietty Tambunan Program Studi Ilmu Susastra, Fakultas Ilmu Pengetahuan Budaya, Universitas Indonesia

DOI:

https://doi.org/10.24198/metahumaniora.v12i3.39054

Kata Kunci:

aktivisme digital, amplifikasi empati, emotional echo-chamber, moral emotion, Twitter.

Abstrak

Frasa kunci “Twitter, please do your magic” yang masif digunakan di Indonesia untuk saling menolong masuk dalam tren percakapan yang mendominasi selama beberapa tahun terakhir. Penelitian ini bertujuan mengeksplorasi bagaimana keterlibatan perasaan yang sama (shared emotion) di balik aksi saling menolong dalam produksi cuitan dengan frasa kunci “Twitter, please do your magic” memicu budaya partisipasi dan membentuk aktivisme digital. Penelitian ini menggunakan metode analisis tekstual untuk melihat tingkat engagement (pelibatan), yaitu jumlah retwit, suka, dan balasan serta konten pada cuitan dengan frasa kunci tersebut. Korpus penelitian dibatasi pada tiga akun Twitter yang masuk kategori popular dengan tingkat pelibatan yang tinggi: @elsyandria, @Rumbunisme, dan @naoctua. Temuan penelitian menunjukkan bahwa frasa kunci “Twitter, please do your magic” dalam cuitan akun @elsyandria, @Rumbunisme, dan @naoctua mengaktivasi reflex dan moral emotions dan memicu budaya partisipasi dalam bentuk keterlibatan para pengguna Twitter lainnya. Melalui proses tersebut, aktivisme digital berbasis empati pun tercipta ketika ketiga akun sebagai opinion leader/penggagas memobilisasi massa yang ditunjukkan melalui bagaimana para pengguna Twitter melakukan aksi kolektif untuk memenuhi tujuan dari cuitan dengan frasa kunci “Twitter, please do your magic” yang diproduksi.

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