Hashtag Construction as Product of Symbolic Convergence: Berger and Luckmann’s Approach

Abstract

Social media refers to technology in which organizations and individuals interact with their audiences. Organizations and individuals interact through messages that each can produce. On the Twitter platform, conversation occurs through its special characteristic, namely the hashtag symbol. This interaction is interestingly analyzed through Berger and Luckmann's view that interpersonal social interaction is a social construction of reality. A view through this objective, symbolic, and subjective reality can then be a way for public relations to overcome the initial stage of a crisis. This research aimed to explore symbolic convergence process on Twitter hashtags in the construction of the reality of Berger and Luckmann as a mechanism for crisis communication management. This research used a constructivist paradigm with a netnographic method. The interactions observed at #BUMNdukungUMKM on August 16, 2020, were then analyzed with the Berger and Luckmann social constructionist approach. The results of this research are able to answer the research objectives where symbolic convergence is a process in social construction of reality. Hashtags are dynamic processes that can lead to social discourses. Hashtag construction is product of symbolic convergence on social media as a mechanism for crisis management.

Building the Customers Loyalty of Hennes and Mauritz Brand Fashion in Indonesia Using Twitter

“…This study used a netnographic approach to examine H&M's marketing strategy for building consumer loyalty through the use of social media, specifically Twitter. Netnography is a form of research that is focused on data gathered from the internet (Annisa, 2019;Rewindinar et al, 2020). In general, netnographic research is concerned with the role of social media or the internet in data analysis (Rewindinar et al, 2020).…”

“…Netnography is a form of research that is focused on data gathered from the internet (Annisa, 2019;Rewindinar et al, 2020). In general, netnographic research is concerned with the role of social media or the internet in data analysis (Rewindinar et al, 2020). There are aspects of the internet in the word "net" and ethnography in the word "nography" in the word "netnography."…”

“…Twitter is one of the social media platforms that is now being debated as a way for company owners to grow and increase revenue during a slowdown (Rewindinar et al, 2020). According to the information gathered, there are almost 50 million users who use the social media platform Twitter (Juditha, 2015).…”

“…H&M uses Twitter to communicate and engage with consumers to build loyalty. Through previous research, it is proven that Twitter is still used by individuals, especially business owners in building customers loyalty (Rewindinar et al, 2020). Researchers plan to do an investigation related to building H&M's customer loyalty using Twitter based on the issues that have been described.…”

Analisis Pola Penggunaan Tagar Viral sebagai Media Pendidikan Karakter Netizen (Studi Kritis pada Fenomena Global mengenai Tagar #dajjal di Twitter)

“…Kehadiran tagar ini memberi manfaat sekali bagi orang-orang. Dengan demikian, tagar dapat memunculkan wacana sosial (Rewindinar, Triputra, & Napitupulu, 2020). Wacana yang terus dibahas ini akan menjadi berita besar sehingga mendorong media lain untuk mengkajinya sesuai dengan apa yang diperbincangkan di Twitter.…”