Analisis Semiotika pada Iklan Politik Prabowo-Gibran di Instagram
DOI:
https://doi.org/10.21009/communications.7.2.4Keywords:
Political Campaign, social media, instagram, prabowo gibran, semioticsAbstract
This study examines the political campaign strategies of the presidential and vice-presidential candidates, Prabowo Subianto and Gibran Rakabuming Raka, on Instagram during the 2024 Indonesian presidential election. Using a descriptive qualitative approach and structural semiotic analysis, this research focuses on the use of text and visuals in political advertisements to understand how these messages interact and influence public perceptions of the candidates. The research samples were purposively selected, focusing on posts that combine significant verbal and visual elements. This study identifies and analyzes the denotation and connotation of signs used in the advertisements and examines the relationship between visual and verbal messages in constructing political imagery. The findings reveal variations in the effectiveness of visual and verbal signs, influencing the advertisements' ability to support the candidates' image and campaign messages. This research provides new insights into the dynamics of political communication in the digital era and its contribution to campaign strategies on social media.
Penelitian ini mengkaji strategi kampanye politik pasangan calon presiden dan wakil presiden Prabowo Subianto dan Gibran Rakabuming Raka di media sosial Instagram selama pemilihan umum presiden dan wakil presiden Indonesia tahun 2024. Melalui pendekatan kualitatif deskriptif dan analisis semiotika struktural, penelitian ini memfokuskan pada penggunaan teks dan visual dalam iklan politik untuk memahami bagaimana pesan-pesan tersebut berinteraksi dan mempengaruhi persepsi publik terhadap kandidat. Sampel penelitian dipilih secara purposif, dengan fokus pada unggahan yang menggabungkan elemen verbal dan visual yang signifikan. Penelitian ini mengidentifikasi dan menganalisis denotasi dan konotasi dari tanda-tanda yang digunakan dalam iklan, serta memeriksa hubungan antara pesan visual dan verbal dalam menciptakan pencitraan politik. Hasil menunjukkan bahwa terdapat variasi dalam efektivitas penggunaan tanda visual dan verbal, yang mempengaruhi kemampuan iklan untuk mendukung citra dan pesan kampanye. Penelitian ini memberikan wawasan baru mengenai dinamika komunikasi politik di era digital dan kontribusinya terhadap strategi kampanye di media sosial.
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