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MAKNA PESAN SOSIAL DALAM IKLAN PARTAI POLITIK(Analisis Semiotik pada Iklan Partai Gerindra versi Nusantara)

Alfian Noor, Denta (2009) MAKNA PESAN SOSIAL DALAM IKLAN PARTAI POLITIK(Analisis Semiotik pada Iklan Partai Gerindra versi Nusantara). Other thesis, University of Muhammadiyah Malang.


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This research is based on the phenomenon that actually occurs and attracts the researcher. The campaign of a party is usually done through printed-media, billboards and banners. However, now there is an additional tool that is widely used by the contestant of campaign parties in the election that is Television Advertising. Ads are often encountered in the form of sales of goods and services. Although the phenomenon of change in election advertising in 2009 was due to many political parties occurred in almost all television stations. One of the most attractive parties to the researcher is the television advertising by Gerindra parties. Gerindra Party is a new party that founded in 2006. This is the first election for Gerindra Party. Gerindra party has occurred in television ads since mid-2008. Gerindra Party released lots of ads versions: Idul Fitri’s version, Christmas’s version, Krisdayanti’s version, Indonesian Archipelago version, etc. The researcher used the Indonesian Archipelago ads of Gerindra Party as the objects of the research. The researcher interested in studying Gerindra Party ads because according to the survey results of Indonesian Survey Institute (LSI), Gerindra is one party that is quite popular. In addition, the 2009 election results put the party in a position of 9 by the percentage of votes 4.46%. This is a very good achievement for the new party to surpass the parties that have long been participated from the previous election. If it is viewed from the side of memory, based on the results of the Indonesian Survey Institute (LSI), Gerindra Party ads is positioned on the first place with percentage 51%. It shows that the message from the Gerindra Party is well received. That’s why the researchers wanted to know the social messages that contained in the Gerindra Party ads. Researcher defines the social message that contained in the Gerindra Party Indonesian Archipelago version. To simplify in defining the contents of the signs in Gerindra Party ads, researcher use a semiotic analysis of Roland Barthes's denotation, connotation, and myth. By using the Roland Barthes’s analysis, researcher can catch the meaning behind the implicit social messages of political party advertising. Gerindra political ads, the ad concluded that there are some social messages that wanted to submit by Gerindra: First, Prabowo was a representative figure of a good leader that is strong and assertive and able to lead the nation through his own welfare. Second, our nation is able to gain prosperity by relying on the natural resources we have had such an abundance of marine wealth, vast agricultural lands, but have not managed optimally and professionally to realize a prosperous society. Gerindra wants to direct toward a prosperous nation because Gerindra believe that it will be occurred if there is an interest and big effort on it. Third, Indonesia is a country with religious diversity, for it Gerindra want to convey that every religion in Indonesia is sacred and recognized on its existence, there is no difference, each religion will leads to good things. Fourth, Gerindra wanted to convey the message that our nation is diverse in ethnic, religious, and cultural, for that we are one in the nation of Indonesia, and we can change anything that is the problem in our country and maintain diversity when we unite together to achieve a same goal. Fifth, Gerindra also wanted to convey the message that is still a lack of decent jobs for the community must be feasible. That's why Gerindra focusing its attention to the manifestations of social welfare so it can be created. Finally, Gerindra also wanted to convey that the education sector is one thing to note especially for the next generation. With an attention to a good education, the nation's survival can be maintained and continued to increase and lead to the welfare of the nation. From the data analysis the academic researcher suggest, if the academics want to conduct similar research, they should expand the literature in terms of semiotic studies to make it easier to understand and reveal the meanings that hidden. They are also charged to be more sensitive to impressions that served. In practical, if you want to make a political ad, the social message that conveyed must be put on the problems that occur in the society now, and in the delivery of messages by visual language should also consider whether the message delivered well or not to the viewer, it can include background images that supporting the facts.

Item Type: Thesis (Other)
Subjects: J Political Science > JA Political science (General)
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: Anwar Jasin
Date Deposited: 28 Mar 2012 04:35
Last Modified: 28 Mar 2012 04:35

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