Penerimaan Makna dari Iklan Televisi dan Keputusan Pemilih Kandidat pada Pemilu Presiden 2014

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Published: Jul 16, 2015
DOI: https://doi.org/10.30818/jpkm.2015.1180207
Keywords:
penerimaan makna, iklan televisi, kandidat, keputusan memilih
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Udi Rusadi
Puslitbang Literasi dan Profesi Badan Litbang SDM Kementerian Komunikasi dan Informatika Jl. Medan Merdeka Barat No. 9 Jakarta 10110

Abstract

Kajian media mengenai iklan politik umumnya memfokuskan pada pengaruh terhadap keputusan pemilih dan kajian mengenai pemaknaan kandidat dari iklan merupakan kajian yang terpisah. Penelitian ini bertujuan untuk menemukan pola keterkaitan antar makna yang diterima dari iklan televisi dengan keputusan untuk memilih kandidat pada Pemilihan Presiden 2014. Teori yang digunakan ialah teori encoding dan decoding dan teori persuasi dengan pendekatan kognitif. Metode yang digunakan untuk tahap encoding ialah analisis semiotika Pierce dan untuk mengetahui tahapan decoding dan pilihan terhadap kandidat dilakukan dengan wawancara mendalam kepada informan yang dipilih dengan metode purposive sampling. Hasilnya menunjukkan bahwa mereka yang memilih seorang kandidat memiliki posisi pembacaan dominan terhadap kandidat tersebut dan pembacaan oposisi atau negoisasi bagi kandidat pesaingnya. Pemaknaan yang diterima dari iklan ternyata diperkuat oleh kedekatan ideologis dan informasi lainnya dari sumber media massa dan media sosial.

Article Details

Issue
Vol. 18 No. 2 (2015): Agustus 2015
Section
Communication

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