Email this article 
PENERIMAAN KHALAYAK PADA KAMPANYE AUDIO VISUAL: ANALISIS RESEPSI IKLAN ANIES-SANDI PILGUB JAKARTA 2017
Abstract
Nowadays, industry and politicians often use audio visuals to package their messages on an advertisement. For example, the election of the Governor of DKI Jakarta, where one of the candidates uses a video campaign on YouTube. This media has been dominated by a juvenile audience that can be categorized as swing voters in political concepts. Therefore, this study aims to find out how audio visual campaigns can be accepted by swing voters. Researcher used the Reception Analysis method to see how the audience received media exposure. The results of this study indicate that Anies-Sandi campaign ads are interpreted as egalitarian by the audience, and are able to display SARA problems with the concepts of harmony and tolerance. However, the Anies-Sandi campaign ad does not have a clear message because the message that delivered is very conceptual.
Keywords: Audio Visual Advertising, Reception Analysis, Political Campaign
Full Text:
PDFReferences
Donsbach, W. 2008. The International Encyclopedia of Communication. Blackwell Publishing. Oxford.
Hamad, Ibnu. 2010. Komunikasi Sebagai Wacana. La Tofi Enterprise. Jakata.
Irianto, H, Bungin, B. 2001. Pokok-Pokok Penting Tentang Wawancara. dalam Burhan Bungin (editor) Metodologi Penelitian Kualitatif, Aktualisasi Metodologis ke Arah Ragam Varian Kontemporer. 108-132. Raja Grafindo Persada. Jakarta.
Jensen, K.B. & Jankowski, N.W. 2002. A Handbook of Qualitative Methodologies for Mass Communication Research. Routledge. London.
Kaid, L. L. 2008. Political Advertising. dalam Wolfgang Donsbach (editor) International Encyclopedia of Communication: 3664-3667. Blackwell Publishing. Malden.
McNair, B. 2003. An Introduction of Political Communication. Third Edition. Routledge. London.
Perloff, R. Horowitz, E, M. & Pettey, G.R. 2008. Persuation, Political. dalam Lynda Lee Kaid dan Christina Holtz-Bacha (editor) Encyclopedia of Political Communication: 547-549. Sage. Thousand Oaks.
Pawito. 2009. Komunikasi Politik, Media Massa dan Kampanye Pemilihan. Jalasutra. Yogyakarta.
William, G. C. 2008. Media Buying in Politics. dalam Lynda Lee Kaid dan Christina Holtz-Bacha (editor) Encyclopedia of Political Communication. Sage. Thousand Oaks.
Sari, N. 2016. Mekanisme Pengundian Nomor Urut Cagub-Cawagub pada Pilkada DKI 2017. https://megapolitan.kompas.com/read/2016/10/25/13125861/mekanisme.pengundian.nomor.urut.cagub-cawagub.pada.pilkada.dki.201
DOI: https://doi.org/10.26905/nomosleca.v5i2.3258
Refbacks
- There are currently no refbacks.
Editorial Office
Jurnal Nomosleca
Faculty of Social and Political Science University of Merdeka Malang
Information:
Statistics: |
|
© 2020 {Jurnal Nomosleca}, All rights reserved. This is an open-access article distributed under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License. Licensed under |
