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KONSTRUKSI PENCITRAAN CAPRES MELALUI IKLAN POLITIKAnalisis Semiotik Iklan Kampanye SBY-Boediono Versi “Profil Singkat” di Televisi

Yaldi, Yadri (2010) KONSTRUKSI PENCITRAAN CAPRES MELALUI IKLAN POLITIKAnalisis Semiotik Iklan Kampanye SBY-Boediono Versi “Profil Singkat” di Televisi. Other thesis, University of Muhammadiyah Malang.


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Ads are basically oriented marketing (publicity) and the parameters of satisfaction level of product sales, but in terms of political advertising is one of the vote rising presidential candidate. SBY's campaign team expertise, cleverly tried to harness the power of mass media as a supporter of the publicity, the pumping rate popularistasnya. Figure SBY is the answer will be longing for the presence of a leader, an idol star of the public community. Political campaign ads is a new medium of political communication that arise from the dynamics due to speed the reform process of democratization since the fall of president Soeharto. The need for political communication forms that are more mass has been started and is considered important by the political parties old and new as a means to mobilize voter support when fighting for the vote on Election 1999 and subsequent elections Based on the above explanation, the problem can be formulated question (problem question) research as follows: "how the constructed imagery in political ads (version" a brief profile ") SBY-Boediono through television advertising campaign?". From the formulation of the problems mentioned above, the purpose of this study is to interpret what kind of image building has been built by Indonesia on the political ads Fox SBY-Boediono through political campaign ads on television (version "a brief profile"), so it can be presented with a slick and SBY won. This study uses qualitative research interpretive theoretical base which is intended to convey a description and / or understanding of how and why political ads SBY capable of forming images and image building that once wore in the community through advertising campaigns in television versions of "short profile." Using Roland Barthes's semiotic approach where researchers feel there's suitability in examining political ads SBY using this approach. The approach used in this study is to see and interpret how the message or rather signs that construct the image and image building through political ads SBY-Boediono (version "a brief profile"). Data analysis techniques will be used in this research is to use Roland Barthes's semiotic analysis to interpret the meaning of political advertising campaign version of "SBY- Boediono brief profile" which will be investigated. Based on the model of Barthes's semiotic analysis, the sign is the construction of symbols or messages that pemaknaannya not enough only by linking the signifier and signified only, but must also be conducted with respect to the composition (construction) and content (content) of the symbol. Based on this research, the researcher could draw a common thread, namely how the image is built with a very slick political consultants SBY-Boediono namely Fox Indonesia. The first SBY and Boediono described its origins came from a humble family and ordinary people, but they were dedicated to become leaders. Second, the government of SBY in the previous period is considered to have been quite successful and should continue, and entrusted to a leader like SBY. Third and principal of all advertising is to build a personal image of SBY. SBY and a slick Boediono in outlook (simple, and stout). Television and mass media has influenced our artistic charm and persuade, so with that expected us to realize that political ads have been created and established a series of imaging through visual and narrative representation. Must be aware of political campaign ads has created a hyper reality of the president and vice president candidates, namely removal of the reality of actual (real reality) and creating false realities (pseudo reality) in political life with the promise of success and prominence has ever achieved before. It is expected that more intelligent people in assessing the political ads subsequently, where political ads are not only contains the personal image of the candidate, but rather the ideology and vision of the future if a clear and realistic to be realized.

Item Type: Thesis (Other)
Subjects: J Political Science > J General legislative and executive papers
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Rayi Tegar Pamungkas
Date Deposited: 14 Mar 2012 13:53
Last Modified: 14 Mar 2012 13:53

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