1.png)
Towards Indonesia’s 2024 : an Analysis Presidential Campaign Advertisements
Abstract
Social media has become a weapon to gain public sympathy in the 2024 presidential election. It cannot be denied that votes on social media have great potential for presidential and vice presidential candidates to gain popularity. Each pair of presidential candidates uses many ways to carry out political communication, one of which is via YouTube. Every message created by each potential leader certainly has meaning. Some symbols and signs contain messages from the presidential and vice presidential candidates. This message usually describes the candidate's image according to their character and the vision and mission they want to build. This research aims to analyze the signs in the political advertisements of Anis-Imin, Prabowo-Gibran, and Ganjar-Mahfud. This qualitative research uses semiotic analysis. The objects in this research are advertisements for the three Indonesian presidential and vice presidential candidates in 2024. The advertisements for the three presidential and vice presidential candidates have their characteristics. The other signs that appear in the three advertisements have similarities and differences. Advertisements for presidential and vice presidential candidates number 1 and 2 are more comprehensive in discussing various issues. Meanwhile, the ad for presidential candidate vice presidential candidate number 3 tends to be packaged more simply.
Keywords
References
Anshori, A. (2018). Pengaruh Iklan Politik Terhadap Persepsi Pemilih Kota Medan Tahun 2018. Jurnal Interaksi: Jurnal Ilmu Komunikasi, 2(2), 132–144. https://doi.org/10.30596/INTERAKSI.V2I2.2091
Anugerah, D. (2011). Marketing Politik: Urgensi dan Posisinya dalam Komunikasi Politik. Ilmu Dakwah: Academic Journal for Homiletic Studies, 5(18), 575–598. https://doi.org/10.15575/IDAJHS.V5I18.379
Benoit, W. L. (2019). A functional analysis of visual and verbal symbols in presidential campaign posters, 1828–2012. Presidential Studies Quarterly, 49(1), 4–22.
Brader, T. (2020). Campaigning for hearts and minds: How emotional appeals in political ads work. University of Chicago Press.
Campbell, C., Plangger, K., Sands, S., & Kietzmann, J. (2022). Preparing for an era of deepfakes and AI-generated ads: A framework for understanding responses to manipulated advertising. Journal of Advertising, 51(1), 22–38.
Fowler, E. F., Franz, M., & Ridout, T. (2021). Political advertising in the United States. Routledge.
Graham, P., & Ward, A. (2023). Music as symbolic action. Discourse & Society, 09579265231195713.
Hartanto, A. (2021). The Meaning of Sign in Political Advertising of the Indonesian Presidential Election. Pekommas, 6(1), 43–50.
Heryanto, G. G. (2018). Media Komunikasi Politik (1st ed.).IRCiSoD.
Hasanah, N., & Hidayat, D. N. (2020). A semiotic analysis of political cartoons on the first 100 days of Anies Baswedan government. EduLite: Journal of English Education, Literature and Culture, 5(2), 322–333.
Man-Ki, K. (2015). A semiotics analysis for the 18th presidential election campaign publications. Indian Journal of Science and Technology, 8(S9), 384–392.
Medina Serrano, J. C., Papakyriakopoulos, O., & Hegelich, S. (2020). Dancing to the partisan beat: A first analysis of political communication on TikTok. Proceedings of the 12th ACM Conference on Web Science, 257–266.
Neuendorf, K. A. (2020). The Content Analysis Guidebook. In The Content Analysis Guidebook. https://doi.org/10.4135/9781071802878
Ohl, J. J., Pfister, D. S., Nader, M., & Griffin, D. (2013). Lakoff’s Theory of Moral Reasoning in Presidential campaign advertisements, 1952–2012. Communication Studies, 64(5), 488–507.
Oktavia, A. R., & Nasution, N. A. (2023). UNDERSTANDING ISLAMIC SYMBOLS IN RAMADHAN SPECIAL ADVERTISEMENTS: A DISCOURSE ANALYSIS. KOMUNIKE: Jurnal Komunikasi Penyiaran Islam, 15(2), 119–140.
Osisanwo, A. (2020). Discursive Strategies in Selected Political Campaign Songs in Southwestern Nigeria. Communication and Linguistics Studies (CLS), 6(4), 73–81.
Santosa, H. P. (2013). Sosok Calon Legislatif Lokal dalam Iklan-Iklan Politik (Kajian semiotika terhadap Iklan-Iklan Politik Calon Legislatif Lokal di Media Massa Cetak Lokal Jawa Tengah). Jurnal Interaksi, 2(2), 104–116. https://doi.org/10.14710/interaksi.2.2.104-116
Setianto, W. A. (2015). Wacana dan Representasi Ideologi Iklan Politik di Awal Reformasi. JURNAL IPTEKKOM : Jurnal Ilmu Pengetahuan & Teknologi Informasi, 17(2), 99–111. https://doi.org/10.33164/iptekkom.17.2.2015.99-112
Sobur, A. (2001). Analisis Teks Media: Suatu Pengantar untuk Analisis Wacana, Analisis Semiotik, dan Analisis Framing (Pertama). PT. Remaja Rosdakarya.
Schubert, C. (2021). Multimodal cohesion in persuasive discourse: A case study of televised campaign advertisements in the 2020 US presidential election. Discourse, Context & Media, 43, 100537.
Simungala, G., Jimaima, H., & Mwansa, T. (2023). RESEMIOTISATION AND INTERTEXTUALITY IN MUSICAL DISCOURSES: THE SOCIOCULTURAL NARRATIVES OF ‘DUNUNA REVERSE’, A ZAMBIAN POLITICAL PARTY CAMPAIGN SONG. ZANGO: Zambian Journal of Contemporary Issues, 36(1), 86–96.
Tamaka, G. I., & Susanto, E. H. (2013). Pencitraan Aburizal Bakrie Melalui Iklan Televisi. Jurnal Kajian Komunikasi, 1(1), 32–50. https://doi.org/10.24198/jkk.vol1n1.4
Tinarbuko, S. (2019). Membaca Makna Iklan Politik Pilpres 2019. Mudra Jurnal Seni Budaya, 34(2), 250–258. https://doi.org/10.31091/mudra.v34i2.707
Wasesa, S. A. (2011). Political Branding & Public Relations Saatnya Kampanye Sehat, Hemat, dan Bermartabat. Gramedia Pustaka Utama.
DOI: http://dx.doi.org/10.24042/komunika.v6i2.20724
Refbacks
- There are currently no refbacks.
Copyright (c) 2024 KOMUNIKA
License URL: https://creativecommons.org/licenses/by-nc-sa/4.0
Komunika is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Copyright © Faculty of Da'wah and Communication Sciences, Universitas Islam Negeri Raden Intan Lampung. e-ISSN: 2615-5206