MENGELOLA EFEK KAMPANYE HITAM MELALUI IKLAN POLITIK: Kajian Semiotis Kampanye Jokowi-JK

Medo Maulianza

Abstract


This study was conducted to determine the icon, index and symbol of political advertising Joko Widodo-Jusuf Kalla (Jokowi-JK) at the election of the president and vice president in 2014. In addition, this study also explains the construction of the image and meaning that wants to highlights from the political advertising. The reseacrh uses a semiotic analysis of Charles Sanders Peirce. The results of this study, the icons that appear in the two political advertising is a white shirt, muslim cap, shades of green and middle eastern music is synonymous with the Islamic world. The index used is Jokowi ablutions', Jokowi become priests pray, Jokowi with Islamic leaders, that is mean Jokowi signifies not only a Muslim but also understand Islam. While the symbols used are the figures of Islam like Sinta Nuriyah Wahid, Quraish Shihab, Khofifah Indar Parawansa, and Nusron Wahid Hasyim. They are figures that asked people to support Jokowi in the 2014 presidential election, because Islamic of Jokowi no doubt. Other findings are shown in the image construction of two political ads are Jokowi is a devout Muslim and has the support of clerics and Islamic leaders. While the meaning wants to find is to deny the contents of the black campaign stating Jokowi not a Muslim. To manage the effect of the black campaign, ad makers highlight the Islamic-ness of Jokowi.

 

To cite this article (7th APA style):

Maulianza, M. (2019). Mengelola Efek Kampanye Hitam Melalui Iklan Politik: Kasus Semiotis Kampanye Jokowi-JK [Managing the Black Campaign Effect through the Political Advertising]. Journal Communication Spectrum, 9(2), 188-202. http://dx.doi.org/10.36782/jcs.v9i2.1958


Keywords


Political communication; Political advertising; Mass media; Semiotics; Islamic-ness

References


Cangara, H. (2009). Komunikasi Politik: Konsep, Teori dan Strategi. Rajawali Pers.

Cutlip, S. M. & Center, A. H. (2009). Effective Public Relation. Penerjemah: Triwidodo. Kencana.

Danial, A. (2009). Iklan Politik TV: Modernisasi Kampanye Politik Pasca Orde Baru. LKiS

Firmanzah (2007). Marketing Politik: Antara Pemahaman dan Realitas. Yayasan Obor Indonesia

Hamad, I. (2010). Komunikasi Sebagai Wacana. La Tofi Enterprise.

Heryanto, G. G. (2013). Komunikasi Politik, Sebuah Pengantar. Ghalia Indonesia.

Kasali, R. (1995). Manajemen Periklanan: Konsep dan Aplikasinya di Indonesia. Gramedia

Kotler, P. (1993). Manajemen Pemasaran Analis, Perencanan dan Pengendalian. Penerjemah: Jaka Wasaradan Purwoko. Erlangga.

Littlejohn, S. A. & Karen A. F. (2005). Theories of Human Communication, 8th edition. Wadsworth

Littlejohn, S. A. & Karen A. F. (2009). Encyclopedia of Communication Theory. SAGE.

Maulianza, M. & Galib, S. (2018). Pesan Antiperundungan dalam Iklan Komersial: Kasus Iklan Burger King versi “Bullying Jr”. Journal Communication Spectrum, 8(2), 113-132

McNair, B. (2003). An Introduction to Political Communication. Routledge.

Morrisan (2013). Manajemen Media Penyiaran – Strategi Mengelola Radio dan Televisi. Kencana.

Ruslan, R. (2008). Kiat dan Strategi Kampanye Public Relation. Raja Grafindo Persada.

Saputri, N. A. (2018). Representasi Erotisme Baru dalam Komik Tahilalats Tahun 2015-2016. Journal Communication Spectrum, 8(2), 190-207

Trent, J. S. & Friedenberg, R. V. (2000). Political campaign communication: Principles and practices. 4th ed. Praeger.

Venus, A. (2004). Manajemen Kampanye. Simbiosa Rekatama Media.

Vera, N. (2014). Semiotika dalam Riset Komunikasi. Ghalia Indonesia.

Wibowo, I. S. W. (2013). Semiotika Komunikasi: Aplikasi Praktis bagi Penelitian dan Skripsi Komunikasi, edisi ke-2. Mitra Wacana Media

Wijadyatama, R. (2005). Pengantar Periklanan. Buana Pustaka Indonesia.

Watts, R. (2004). The Application of Social Semiotic Theory to Visual Elements within Corporate Positioning Material and The Development of a Viable Methodology. Journal of Communication Management, 8(4), 384-394

Ying, H. L. (2002). Content of Televised Political Advertising: a Comparative Analysis of the 2000 Presidential Compaigns. The University of Southern Mississippi


Full Text: PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.


Indexed by:

http://journal.bakrie.ac.id/public/site/images/admin/googlescholar_logo_120http://journal.bakrie.ac.id/public/site/images/admin/garuda1_120_01http://journal.bakrie.ac.id/public/site/images/admin/neliti-blue_02_120 http://journal.bakrie.ac.id/public/site/images/bambang/onesearch_1_160

Listed in:

http://journal.bakrie.ac.id/public/site/images/bambang/iamcr_120

INTERNATIONAL ASSOCIATION FOR MEDIA AND COMMUNICATION RESEARCH