Etnografi Virtual Perilaku Etika Berkomunikasi Netizen dalam Isu Pembangunan Infrastruktur pada Akun Instagram Gubernur Sumatera Utara @edy_rahmayadi

Abstract

This study aims to analyze the ethical communication behavior of netizens on infrastructure development issues on the Instagram account @edy_rahmayadi interpretively and to analyze the constructed motives in the netizens' interaction space on @edy_rahmayadi's Instagram posts, especially on infrastructure development issues in North Sumatra, in shaping public sentiment towards Edy Rahmayadi as the Governor of North Sumatra. The research methodology used in this study is a qualitative approach with virtual ethnography method through data collection techniques such as participant observation, interviews, documentation collection, and triangulation. Data analysis uses the interactive model of Miles, Huberman, and Saldana which includes data condensation, data display, and conclusion drawing. The subjects of this study are five netizens who interacted in every @edy_rahmayadi's Instagram post in the form of comments, likes, shares, and saves, which were then analyzed by the researcher using virtual ethnography method. The results showed that the ethical communication behavior of netizens on @edy_rahmayadi's Instagram account is formed by several motives, including social background (age, religion, ethnicity, race, etc.), political interests that are still influenced by the 2018 North Sumatra gubernatorial election and Edy Rahmayadi's current political stance, professional and group interests, and other aspects related to current conditions in the field. Negative comments and criticisms from netizens on @edy_rahmayadi's Instagram account tend to be ethical, although in certain contexts there are negative labeling for Edy Rahmayadi on other social media accounts such as the nickname "Wak Edy," and so on