Hate Speech on Social Media:

Netnographic Studies on Facebook Fanpages 2019 Change the

President

Mohammad Agung Akhdani, Nawiroh Vera

Universitas Budi Luhur

Keywords: Hate Speech, Netnography. Social media, Facebook Fanpages

Abstract: Social media is often a means to spread the utterance of hatred. Many cases of hate speech that we can see

on social media. The purpose of this study is to see what forms of hate speech on social media are posted by

Facebook fanpages 2019 Change President. The approach used in this study is descriptive-qualitative with

the Netnography method. Netnography is a method used to see social or cultural phenomena that occur in

cyber space. Phenomenon of hate speech by facebook fanpages 2019 Change the President to be analyzed

by using four levels, namely media space, media documents, media objects and experience. The results of

this study at the level of the media room, Facebook fanpages 2019 Change the President was used as a

media that spread the utterance of hatred. at the level of media documents, content posted by facebook

fanpages 2019 Change President in the form of writing, photos, memes, pictures and videos containing

utterances of hate speech. At the level of the media object, one user with another user can interact through

the comment column. However, the interaction that occurred in the comments column also indicated

speeches of hatred. In the level of experience, this Facebook fanpages are used to invite or incite other users

to also make an indication of the expression of hatred towards certain parties.

1 INTRODUCTION

Based on the report issued by digital annual we are

social and hoot suite, social media growth this year

reached 13 % with the total number of reached 3

billion. The, from the use up still dominate.

Figure 1. (Source: https://wearesocial.com/)

Figure 2. (Source: https://wearesocial.com/)

2018 active users of Facebook recorded two

thirds market by a number of users more than 2, 17

billion. Rose by almost 15 % compared to the

previous year .From the data was quoted as saying in

the Kompas tekno in we are social, 3/2/2018.

Indonesia contributed the number of facebook user

its fourth largest the order globally with a number of

users 130 million has gone up by about 6 % from the

previous year. The social media now make each

users can access share information through the

internet network without know time.

Akhdani, M. and Vera, N.

Hate Speech on Social Media: Netnographic Studies on Facebook Fanpages 2019 Change the President.

DOI: 10.5220/0008930001030107

In Proceedings of the 1st International Conference on IT, Communication and Technology for Better Life (ICT4BL 2019), pages 103-107

ISBN: 978-989-758-429-9

103

According to Caleb T .Carre and Rebecca

A.Hayes (2015), social media is media based the

internet that allows users had the opportunity to

interact and which the percentage of uranium

themselves, good in real or delayed, with a wide

audience and not being driven the value of content

and perceptions used-generated interaction with

others .This means that social media is currently

very affect the lives of participate in community

events. Unfortunately, the development of

communication technologies it often abused by

people or certain groups to shall advance towards

and defamatory. Social media is often a means to

spread hatred. Many cases resentment speech we can

see in social media. The internet provide ideal for

investors hate speech, not only because one of them

is anonymity but also because the internet provides

distribution of cheap and instant and can access and

posted in many places (Cohen-almagor , 2011 ).

According to Jubany and Roiha (2015), hate

speech all sorts of expression, spread incite,

promoting or justify. Racial hatred. Hate speech

includes any of their intended to harm the, ethnic

group, religion or national, violate the principles of

dignity and respect for the cultural divide between

people. Hate speech in cyberspace become more

serious due to not just made in a community to

gather and protest. But, in further speech hatred

designed for threatening a group publicly and acting

as propaganda for organizations offline. A hater of

group, using the site web to allot the ideology and

other propaganda to connect to the site and for

recruiting new members, support violence and

threatening the other (Cohen-almager, 2011) .In a

more far, the speech sound hatred in the virtual

world considered move could set a violent onset and

discrimination in the real world between certain

groups.

Share is one of the characteristic of social media.

This medium are not just producers of content that is

built of and consumed by the users , but also in

distributable as well as developed by the users ~

(Benkler, 2012: Cross,2011). In Indonesia the

proliferation of social media content that contain

hate speech was during the 2019 to general election.

This research focus on hate speech by Facebook

Fanpages 2019 Replace The President. Facebook

fanpages 2019 replace the President it has 12.617

followers and 12.450 likes.Some member’s fanpages

speech is spreading hatred for the presidential

candidates that is Jokowi & Maaruf Amin. The

following post and some comments from facebook

fanpages 2019 replace The President.

Figure 3

Figure 4

2 RESEARCH METHOD

This research using by methods of netnography.This

method research culture in a society, the difference

is that citizens who are focus. Netnography is the

world community digital. Netnography have evolved

to help us understand the online world in a more

comprehensive. Approach netnography adapted to

help scientists learn, not only, forum , chat and news

groups, but also, blog audiovisual, a chart picture,

and, podcasting, communities, virtual world the

players, game mobile, and social media.

Netnography is ethnography online of a group

that studies, complex cultural practices catch our

attention to the base and an abstract idea a, meaning,

social practices, relations language and. system of

signs. In addition, with research methodology of

netnography, researchers analyzed, comparing and

interpret the communication based on speech hatred

in the cultural, by understanding the habit or

behavior in facebook fanpages 2019 replace the

president .

Rulli Nasrullah (2014), offer analysis method.

Cyber media. This method consisting of 4, level

ICT4BL 2019 - International Conference on IT, Communication and Technology for Better Life

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namely (media space), (media archive), (media

object), and (experiental stories).

3 RESULT AND DISCUSSION

3.1 Analysis based on communication

phenomena

Researchers have read some of the posts in these

Fanpages such as written text, images and photos

that contain elements of hate speech. From several

posts and comments on this Fanpages, researchers

have classified the data containing hate speech for

research purposes. From some of the posts and

comments contained on this Facebook Fanpages,

researchers have selected various kinds of issues

containing hate speech elements.

Figure 5: Display of Facebook Fanpages 2019 Change

President

From the sample above, there was a post by

Facebook Fanpages on March 13, 2018 which

contained the release of Siti Aisyah from

punishment in a Malaysian court. This news has

become a controversy, some have supported and

some have not. Then, the posts from the Facebook

Fanpages contain hate speech elements, where the

contents of the posts are as follows:

“Si #Jancuk kacung taipan PDIP mendustai

rakyat Indonesia dan dunia. Perdana menteri Dr

Mahathir Mohammad membantah si dongo.”

In the post, there were several headlines on

online news that discussed the case of the release of

Siti Aisyah from punishment in a Malaysian court.

This case is a controversy, because there are several

online news stories that say that the release case is

purely legal. There is also online news that says Siti

Aisyah's case was released thanks to Jokowi's lobby

to PM Mahathir. In this case, Facebook Fanpages

2019, the President gave a response through his post

containing elements of hate speech. Hate speech in

the text is found at the beginning and end of the

sentence. The first sentence there is the word

"Jancuk" which is the Javanese language and the

meaning is fucks. There is also the word "Kacung"

which means maid. "Jancuk" and "kacung" were

addressed to Jokowi, then at the end of the sentence,

"Dongo" said, "Prime Minister Dr Mahathir

Mohammad denied the Dongo." Dongo means Lack

or Fool. It's clear that this post contains the element

of hate speech. The post on these Fanpages spread

hatred so that the public was provoked to comment

negatively on the topic of the conversation.

The level of media space, various devices

provided by Facebook as social media, are basically

a means to interact and exchange information with

other users. In this fanpages page in the post section,

there is a photo cover where the picture shows that

Facebook Fanpages supports number two candidate

pairs, namely Prabowo-Sandi.

Based on the results of this post, the researcher

received 15 comments, 104 likes, and 29 times were

shared. Furthermore, the researchers categorized the

comments based on these postings, namely those

that were pro, contra and neutral. In the pro

category, it will be marked with comments that

support or give a positive response to the post. Then,

the counter category will be marked with comments

that do not support and do not respect or commit

abuse. Neutral categories meant here are comments

that are not included in the category of supporting or

rejecting or having nothing to do with the issues of

the post. Neutral categories here include accounts

that only give likes in the form of emoticons as well

as comments.

Figure 6: Comment Facebok Fanpages 2019 Change

President (Pro)

Hate Speech on Social Media: Netnographic Studies on Facebook Fanpages 2019 Change the President

105

Figure 7: Comment Facebok Fanpages 2019 Change

President (contra)

At the level of media documents on Facebook

Fanpages2019, the President's Change consists of

various types of content in it such as writing,

images, photographs and videos. In the post

published on March 13, 2018, the data is based on a

pro account of 10 accounts. While the contra is only

1 account and 4 are neutral. there are also accounts

that only give likes emoticons to posts and

comments. The researcher found indications of hate

speech in the comment column related to the

postings of these fanpages. The researcher chose a

pro comment and a contra comment on the fanpages'

posts. In picture 3 above, it can be seen that the

comment shows the agreement with these fanpages.

However, these users respond to posts by using rude

and disrespectful words like "Goblok and Tai"

(means: Stupid and Shit). the word is categorized as

the word hate speech. Besides the pro comments

above, researchers also found contradictory

comments on the posts of this fanpages. Facebook

account named Edi Jupriyanto commented on the

posts of this fanpages using images. In figure 4 there

is a photo of Prabowo-Sandi as well as other

political figures. Then, there was the writing

"Coalition of Liars and Production Present Present".

This commentary contains elements of hate speech,

because the response made uses the words "shit".

According to Javanese terms, kampret is a bat child.

The researcher saw that each post containing

elements of hate speech could provoke other users to

comment with words or utterances of hatred.

At the level of media documents, researchers

found that there are comment columns that can be

used by other users to convey their arguments or

opinions about posts on these fanpages, giving rise

to pro and contra opinions. In addition, not only the

comment column is used by other users to convey

their arguments and opinions. But, what about the

comments expressed by other users, used to drop

other individuals with speech of hatred through the

messages conveyed in the comments field.

Based on the analysis, the researchers saw that

the posts submitted by Facebook Fanpages 2019

Replace the President, always led to responses or

comments from netizens both pro, contra and

neutral. However, some posts and some comments

still contain utterances of hatred, both in the form of

written text, photos and images. In this context,

researchers use levels on media objects to describe

how Facebook users interact or engage in virtual

space or on the online world. New technology and

the presence of social media today can change the

culture of account owners or other social media

users. Seeing this change, it refers to users of social

media to spread hate speech through mentions and

comments.

4 CONCLUSION

From the results of the analysis and discussion about

the utterances of hatred on social media with

Netnographic Studies on Facebook Fanpages 2019

Change this President, it can be concluded as

follows:

1. Facebook Fanpages 2019 Change the

President is one of the fanpages that is used to

spread hate speech on social media. Through

its posts, these fanpages take action to express

hate by responding to issues that are currently

being discussed, and provoking other users to

utter hate speech to certain parties.

2. Media documents contained on Facebook

fanpages 2019 Change this President, has

various kinds of information and posts in the

form, photos, videos, images, memes, and also

captions / statuses that contain utterances of

hate. The content contained in this fanpages

contains discussions about politics, race,

ethnicity, religion.

3. In media objects that are on facebook

fanpages 2019 Change the President,

researchers see the interaction activity that

occurs in other users in the comments column.

The interactions that are carried out on users

are by utilizing the facilities that have been

provided by Facebook, namely in the

comments column, by giving likes and shares

to the posts that are on these fanpages.

4. At the level of media experience, researchers

see that there is no match for answers from

admin fanpages 2019 Change the President to

ICT4BL 2019 - International Conference on IT, Communication and Technology for Better Life

106

posts, and also from user comments on these

fanpages. Admin fanpages said that "we have

removed many comments that insult the

opposition, because we consider them

immoral, immoral and not accompanied by

real facts and evidence", but what has been

mentioned is very different. In this fanpages,

researchers see that there are still many posts

and comments that contain elements or are

indicated by hate speech, so that they can

provoke other users to take part in acts of

speech hate.

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ting_Hate_and_Bigotry_on_the_Internet diakses pada,

23 September 2018, pukul: 19.00 WIB.

https://wearesocial.com

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