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

Article Sidebar

PDF
Published: Jul 16, 2015
DOI: https://doi.org/10.30818/jpkm.2015.1180207
Keywords:
penerimaan makna, iklan televisi, kandidat, keputusan memilih
Dimensions
Altmetrics
Statistics
Read Counter : 1182
Download : 624
Crossmark/ Data Version

Main Article Content

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

The proposed policy for journals that offer open access

Authors who publish with this journal agree to the following terms:

  1. Copyright on any article is retained by the author(s).
  2. Author grant the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
  3. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  4. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
  5. The article and any associated published material is distributed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License

References

Alan, W., and Stephen, R.A. (1989). Television Production, 3rd ed, Singapore: McGraw-Hill Book Company, hal 99-100.

Baron, R.A., & Byrne, D. (2003).Social Psychology. Tenth Edition.Boston: Allyn and Bacon.

Chan, C. (2003). Party bias in political -Advertising Processing, Journal of Advertising; Summer 2003; 32, 2; ProQuest Research Library.

Chandler, D. (2014). Semiotic for beginner, http://visual-memory.co.uk/daniel/Documents/S4B/.

Cook, G. (1992). The Discorse of Advertising. London and New York: Routledge.

Faber, R.J., Tims, A.R., Schmitt, K.G. (1993). Negative political advertising and voting intent: The role of Involpment and alternative informations source. Journal of Advertising; Dec 1993; 22, 4; ProQuest Research Library. pg. 67

Fowler, R. (1996). Language In The News, Discourse and Ideology in The News. London: Routledge.

Franz, M.M., Ridout, T.N. (2007). Does Political Advertising Persuade? Political Behavior. 29: 465-491. DOI 10.1007/s11109-007-9032-y. Spirnger Science.

Hall, S. (1986). Encoding/Decoding dalam Stuart Hall, Dorothy Hobson, Andrew Lowe and Paul Wills (ed). Culture, Media Language. London: Hutchinson &Co.

Hoed, B.H.(2007). Semiotik dan Dinamika Sosial Budaya. Second Edition, Depok: Komunitas Bambu.

Kompas.com. (7 juli 2014, 13:07 WIB).

Livingstone, S (1998). Relationship Between Media and Audiences: Prospect for Audience Reception Studies. LSE Research Online. UK:Routledge.

Louw, P.E. (2001).The Media and Cultural Production. London, Thousand Oaks, New Delhi: Sage Publication.

Norman, R. (1975). Affective-cognitive consistency, attitudes, conformity, and behavior. Journal of Personality and Social Psychology, 32, 83-91.

Pinkleton, B.E., Nam-Hyun Um., Erica, W.A. (2002). An exploration of the effects of negative political advertising on political decision making. Journal of Advertising. Spring 2002; 31, 1. ProQuest Research Library.

Rosenberg, M.J. (1960). A structural theory of attitude dynamics. Public Opinion Quarterly, 24, 319-341.

Rosenberg, M.J. (1968). Hedonism, Inauthenticity, and other Goals Toward Expansion of a Consistency Theory. In R.P. Abelson, E. Aronson, W.J. McGuire, T.M. Newcomb, M.J. Rosenberg, & P.H. Tannebaum (Eds.), Theories of cognitive consistency: A sourcebook (pp. 73-111). Chicago: Rand McNally.

Sulivan, J.L. (2013). Media Audience, Effect, Usesr, Institution, and Power. London: Sage Publications

Tedesco, J.C.(2002). Televised political advertising effects: Evaluating responses during the 2000 Robb Senatoria Election. Journal of Advertising; Spring 2002; 31, 1; ProQuest Research Library.

Vestergaard, T., Schroder, K. (1989). The Language of Advertising.New York: Basil Blackwell.

Wilson, L., Yoseph, O. (2008). Strategic Communication Planning for Effective Public Relations and Marketing. Iowa : Kendull Hunt Publishing.