MAKNA PESAN KAMPANYE PEMILIHAN UMUM PRESIDEN INDONESIA TAHUN 2024 (Studi Semiotika Terhadap Baliho Kampanye Pasangan Calon Presiden Prabowo-Gibran)

From the survey results, billboards are outdoor media that are often seen and can be easily found. In politics, billboards are used as visual tools that can shape and build a political image that can change perceptions and influence voter decisions. In the 2024 presidential election, there were Prabowo-Gibran candidate pair billboards that showed increased creativity, innovation and uniqueness in displaying campaign visuals that were different from campaign billboards in general. It is interesting to understand more deeply how these newer, creative and unique designs and concepts on billboards can shape diverse perceptions in society. and also to find out what meaning is contained in the visual and textual elements in Prabowo-Gibran billboards that are used to build the political image of this candidate pair. The research method in this study is qualitative interpretive with a critical paradigm and uses Roland Barthes' semiotic theory to analyze the meaning of visual and textual elements with the concepts of denotation, connotation and myth from Roland Barthes. The results of this study are that the Prabowo-Gibran billboard has created a strong and positive political image with the visual elements used on the billboard, but there are allegations of hiding negative issues such as abuse of rights, track records, nepotism and covering up the true reality of this candidate pair. And overall, the visuals created contain a political communication strategy for certain interests that can benefit the Prabowo-Gibran candidate pair.