Social Network Analysis of 17th Jogja-NETPAC Asian Film Festival (JAFF) in Disseminating Films on Twitter

Abstract

Jogja-NETPAC Asian Film Festival (JAFF) is a prestigious festival in Indonesia that is a place for filmmakers to distribute their films. Film festivals are held once a year, between October and December. As of 2022, the film festival turns 17. Smart Society utilise social media as reference for making decisons. Hashtags #JAFF17 organizers use to promote events on social media, particularly Twitter. The virtual community enlivened #JAFF17 hashtags with various motivations, such as promoting films shown by JAFF or promoting the JAFF event itself. This study describes the communication dynamics of Twitter account users in interacting and communicating motivation, conducts analysis based on the typology of uploaded content, correlates it with user-generated content, and explains the process of analyzing data using third-party software for crowdsourcing and collecting data from Twitter. This study used social network analysis to analyze participants' observations based on certain keywords or trending topics, such as the use of hashtags from movie-promotion-themed Twitter accounts known as #JAFF17 hashtags. These results can be used to classify the actors involved, including the official accounts of organizers, filmmakers, audiences, and influencers. Their motivation for using #JAFF17 hashtag is to promote their own films, recommend films that are shown, and promote festival programs.