Marketing politik PDI Perjuangan dalam pemilu 2019 ( analisis semiotika pada iklan "Teng-teng Banteng" )

Sulistyarto, Kristian (2020) Marketing politik PDI Perjuangan dalam pemilu 2019 ( analisis semiotika pada iklan "Teng-teng Banteng" ). Masters thesis, Universitas Pelita Harapan.

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Abstract

Komunikasi politik adalah komunikasi yang melibatkan pesan-pesan politik dan aktor-aktor politik, atau berkaitan dengan kekuasaan, pemerintahan, dan kebijakan pemerintah. Konstelasi politik dalam pemilihan umum 2019 telah menyeret perserta pemilu untuk berjibaku demi meraih kepercayaan dan mendapatkan sokongan dari rakyat untuk. untuk mendapatkan kemenangan suara rakyat di dalam pemilu 2019, di dalam pemilihan umum tahun 2019, PDI Perjuangan membuat sebuah Marketing Politik lewat video iklan kreatif untuk dapat menyampaikan Visi-Misi serta memikat hati rakyat, iklan kreatif berjudul “Teng-teng Banteng” yang dimana Iklan bernuansa politis ini disebarkan lewat platform berbasis video untuk bisa menyampaikan citra dan image dari PDI Perjuangan demi untuk menarik hati dan simpati rakyat. PDI Perjuangan di dalam iklan “Teng-teng Banteng” menampilkan simbol-simbol yang mempresentasikan jati diri PDI Perjuangan untuk dapat menarik simpati masyarakat, bagi Roland Barthes, interpretasi tanda yaitu signification atau makna dapat dipahami sampai ke level metalanguage, atau Myth ( Mitos ) sebagai sebuah proses yang berupa tindakan, yang mengikat signifier dan signified, dan yang menghasilkan sebuah tanda. Dalam proses tersebut, dua bagian dari sebuah tanda tergantung satu sama lain dalam arti bahwa signified diungkapkan melalui signifier, dan signifier diungkapkan dengan signified. Seperti yang di tampilkan di iklan PDI Perjuangan “Teng-teng Banteng”. Seperti di saat ketika kita mengintegrasikan signifier (Banteng)” dengan signified “hewan berkaki empat, mamalia, cekatan, dan sulit ditakhlukan”, maka bahasa tanda “Banteng” pun muncul, yang dapat di interpretasikan lebih dibalik itu untuk memahami “Banteng” menurut teori Roland bartes. Proses ini disebut sebagai signification atau sebuah sistem signifikasi. Pada pemilu 2019, dengan peluncuran iklan “Teng-teng banteng” memang merupakan sebuah teknik marketing politik yang dilakukan oleh PDI Perjuangan sebagai Partai Nasionalis untuk menjadikan nasionalisme sebagai sebuah komoditas politik. Dalam hal ini penting, disaat rezim pemerintahan presiden Joko Widodo seorang kader PDi Perjuangan yang diterpa politik identitas yang mengkotak-kotak kan antar golongan dimana isu-isu disentegrasi bangsa seperti faham khilafah dan radikalisme memang terasa nyata ada menderu yang mengganggu kesatuan dan persatuan, dengan segala diversitas Indonesia yang ada. / Political communication is communication that involves political messages and political actors, or related to power, government, and government policies. Political constellation in the 2019 general election has dragged election participants to work hard in order to gain trust and get support from the people for their victory of the people’s vote in the 2019 election. In the 2019 general election, PDI Perjuangan made a Political Marketing through a creative advertising video which able to convey the Vision-Mission and win many hearts of the people. a creative advertisement titled "Teng-teng Banteng" in which advertisements was spread through a video-based platform to be able to convey the image and image of the Partai Demokrasi Indonesia Perjuangan in order to attract people's hearts and sympathies. PDI Perjuangan in the "Teng-teng Banteng" advertisement displays symbols that represent the PDI Perjuangan identity to attract the sympathy of the community, for Roland Barthes, the interpretation of the sign namely signification or meaning can be understood to the level of metalanguage, or Myth (Myth) as a process in the form of action, which binds signifier and signified, and which results as a sign. In the process, two parts of a sign depend on each other in the sense that signified is expressed through the signifier, and the signifier is expressed by the signified. As shown in the PDI Perjuangan "Teng-teng Banteng" advertisement. Like when we integrate the signifier (Bull) "with signified" four-legged animals, mammals, deft, and difficult to conquer ", then the language of the sign" Bull "appears, which can be interpreted more behind it to understand" Bull”, according to Roland Bartes’s Theory. This process is referred to as signification or a system of signification. In the 2019 election, the launching of the "Teng- teng Banteng" advertisement was indeed a political marketing technique carried out by the Partai Demokrasi Indonesia Perjuangan as a Nationalist Party to make nationalism as a political commodity. the launch of the Teng-teng bull ad was indeed a marketing technique used by the Partai Demokrasi Indonesia Perjuangan (PDI-P) as a Nationalist Party to make nationalism as a political commodity which is become one of the important things, when the issues of national disintegration such as khilafan and radicalism become disturbance for Indonesia’s unity beside the diversity of Indonesia that exist.

Item Type: Thesis (Masters)
Creators:
CreatorsNIMEmail
Sulistyarto, KristianNIM01689170005Kristian.gmt@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorPureklolon, Thomas TokanNIDN0331056603UNSPECIFIED
Additional Information: T 89-17 SUL m
Uncontrolled Keywords: Political Communication ; Political Marketing ; Semiotics ; PDI Perjuangan ; Teng teng Banteng ; 2019 Election ; Roland Barthes
Subjects: H Social Sciences > HM Sociology > HM 1201-1216 Communication
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Master of Communication Science
Depositing User: Users 3511 not found.
Date Deposited: 03 Mar 2020 08:01
Last Modified: 26 Nov 2021 04:39
URI: http://repository.uph.edu/id/eprint/8192

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