Re-Thinking Youth Organization's Social Media in Indonesia: From Social Movement to Bullying Case Study of Perhimpunan Mahasiswa Bandung (PMB)

Re-Thinking Youth Organization???s Social Media in Indonesia: From Social Movement to Bullying Case Study of Perhimpunan Mahasiswa Bandung (PMB)

Author		: INTAN SITI MUSLICHA
Published on	: 10th Biennial Convention of the Pacific and Asian Communication Association (Universitas Padjadjaran, Bandung Indonesia

Abstract

The use of social media in youth organization in Indonesia has been increasing dramatically and reached positive attitude. One of well-known youth organizations is PMB which was established in 1948 and already created many famous leaders such BJ Habibie who was being president in 1998-1999. The PMB use some social media such as facebook, twitter, blog and youtube to communicate with its member and to develop social movement for society. This research measures the effectiveness of PMB???s social media for producing social movement activities using quantitative analysis. From the result, it can be concluded that the most social media in PMB which has the biggest influence to its member is facebook with 71% of effectiveness while twitter and blog are 69.5% and 60.49% respectively. Members also said that PMB social media are interesting and give them information about social issues and take a part in social movement. Using qualitative analysis, this research also explore about the negative activities which is bullying that happened in PMB activities and published on youtube. PMB had a video with 6 minutes duration that showed bullying activities in welcoming new members in 2014. However, from content analysis of this video, new members enjoyed the bullying process as a part of normal activities in organization.

Keywords: Social media, Social Movement, Bullying