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(1), 79-93. http://dx.doi.org/10.36782/jcs.v9i2.1958


Keywords


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

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