ANALISIS SEMIOTIKA CHARLES S. PIERCE TERHADAP IKLAN POLITIK JOKOWI-MA'RUF DAN PRABOWO-SANDI
Abstract
The 2019 election is so special, apart from the rising political temperature in Indonesia, the elections is also like a rematch of the 2014 elections that brought together two strong candidates, Joko Widodo and Prabowo Subianto as presidential candidates. Each candidate collides with ideas to win public sympathy and influence voter behavior through political advertising. This study will examine the ideas of Jokowi and Prabowo's government through political advertising. The advertisement that will be used as the main analytical material in this paper is political advertising on social media through the Youtube platform, namely the Sarjana Kerja Kerja Kerja! and the advertisement of Arwah si Manis Jembatan Ancur. Findings suggest that in packaging the ideas related to their campaign programs, each candidate has different communication styles and approaches. Sarjana Kerja Kerja Kerja! contains criticism of Indonesia Kerja slogan. This advertisement conveys reality criticism that is not in accordance with Jokowi's Nawacita expectations and offers solutions to changes in the economic system, prosperous, and independent Indonesia. Whereas through the political campaign si Manis Jembatan Ancur, a message was found on the success of infrastructure development in the Jokowi era which was not only focused on big cities but also to remote villages as illustrated in the background of the advertisement. In this advertisement there is a campaign content where one of them is the figure of cleric who has many similarities with Jokowi's vice-presidential candidate, K.H. Ma'ruf Amin is synonymous with santri.
Key Words; Semiotics, Sanders Pierce, Political Campaign, Jokowi Prabowo
References
Alex, Sobur. “Semiotika Komunikasi, Bandung: PT.” Remaja Rosdakarya, 2006.
Anshari, Faridhian. “Komunikasi Politik di Era Media Sosial.” Jurnal Komunikasi 8, no. 1 (Oktober 2013): 91–102.
Arwah Penasaran Si Manis Jembatan Ancur. Diakses 17 September 2019. https://www.youtube.com/watch?v=Ft2rPu3jx4I.
Fitria, Rini. “Analisis Semiotika Charles Sanders Pierce dalam Iklan Kampanye Pasangan Calon Gubernur dan Wakil Gubernur Provinsi Bengkulu Tahun 2015.” MANHAJ: Jurnal Penelitian dan Pengabdian Masyarakat 5, no. 1 (2017): 44–50.
“Indonesia Bergerak Bersama Gerindra & Rakyat: Sarjana Kerja Kerja Kerja! - YouTube.” Diakses 17 September 2019. https://www.youtube.com/watch?v=n5V3A2VIBP0.
“Kampanye Pilpres di Era Media Sosial.” Diakses 17 September 2019. https://mediaindonesia.com/read/detail/186323-kampanye-pilpres-di-era-media-sosial.
Liputan6.com. “Visi Misi Capres Jokowi Vs Prabowo.” liputan6.com, 27 September 2018. https://www.liputan6.com/news/read/3653188/visi-misi-capres-jokowi-vs-prabowo.
Retnowati, Yuni. “Efektivitas Iklan dalam Meraih Partisipasi Politik.” Wacana Volume XII, no. 3 (Agustus 2013): 201–11.
Scammell, Margaret, dan Ana I. Langer. “Political Advertising: Why Is It So Boring?” Media, Culture & Society 28, no. 5 (September 2006): 763–84. https://doi.org/10.1177/0163443706067025.
Copyright (c) 2019 LENTERA
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Penulis yang menerbitkan artikel di Lentera: Jurnal Ilmu Dakwah dan Komunikasi setuju dengan ketentuan berikut:
- Penulis memiliki hak cipta artikel dan memberikan hak jurnal untuk publikasi pertama dengan karya yang secara simultan dilisensikan di bawah CC-BY-SA atau The Creative Commons Attribution – ShareAlike Licence.
- Penulis dapat membuat perjanjian kontrak tambahan yang terpisah untuk distribusi non-eksklusif versi jurnal yang diterbitkan dari karya tersebut (misalnya, mempostingnya ke repositori institusional atau menerbitkannya dalam sebuah buku), dengan pengakuan atas publikasi awalnya di jurnal ini.
- Penulis diizinkan dan didorong untuk memposting pekerjaan mereka secara online (misalnya, dalam repositori institusional atau di situs web mereka) sebelum dan selama proses pengajuan, karena dapat menyebabkan pertukaran yang produktif, serta kutipan yang lebih awal dan lebih besar dari karya yang diterbitkan (Lihat The Effect of Open Access)
Authors who publish articles in Lentera: Jurnal Ilmu Dakwah dan Komunikasi agree to the following terms:
- Authors retain copyright of the article and grant the journal right of first publication with the work simultaneously licensed under a CC-BY-SA or The Creative Commons Attribution–ShareAlike License.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).