Politik Citra dalam Iklan:(Analisis Resepsi Pemilih Pemula dan Pemilih Dewasa terhadap Iklan Politik Pasangan Jokowi dan Jusuf Kalla Versi Jokowi Jk Adalah Kita dalam Pemilihan Presiden 2014 di Televi

Fitra Aditya Anggara, Kuskridho Ambardi

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT The phenomenon of political advertising in every presidential election event, is like two sides of a coin that can not be separated. The presence of political advertising has been used as a means of political communication by the candidates who advanced in the event of the democratic party. Not only that, the ad has been packaged as attractive as possible to form a picture of the image of the audience about the candidate. But in its development, the audience is active audience who search for meaning of the message that presented by media. So that political advertising is not only seen as a process of sending a message that has been constructed, but also at the time when audiens do the reception of advertising messages. In this study focuses on how the audience do the political advertisement reception for “Jokowi JK adalah Kita” on television. Analysis of the reception tried to show understanding of the information offered through the perspective of media audiences. By comparing the process of acceptance and rejection of Advertising, between beginner-voters and adult-voters. This study also connects the interpretation of meaning and imagery on every audience. After getting the meaning then determine the type of reception of each informant. In this study informants of twelve people who were taken from students of the FISIPOL UGM. In addition, this study also look at receptions difference between voters who voted and who did not vote or abstention. The results showed both beginner voters and adults voters see the image in political advertising Jokowi JK according with what was previously known. Only one adult-voters who see the ads as a form of camouflage. As for the type of reading both beginner voters and adult-voters do reading with different types of receptions. Beginner-voters, five people are in a position readout type Negotiated while one person Dominant type. For adult-voters more diverse, three people were on the type Dominant readings, two Negotiated, and one person oppositional. Beginner-voters more affected families in understanding advertising. While the adult voters more influenced by their peers in shaping the meanings of the ad. For the category of voters who voted and abstention also critically interpret and place them on a different reading positions. Keywords: Reception, Beginner-voters and Adult-voters, Image xviii

Kata Kunci : Iklan:Politik