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POSITIONING POLITIK KAMPANYE PEMILIHAN PRESIDEN 2014 DALAM IKLAN VIDEO MUSIK YOUTUBE

KAREBA : Jurnal Ilmu Komunikasi · Vol. 5 No. 1 (2017) · pp. 192–209

ISSN
2528-2891, 2088-4117
Published
2017-06-08
Publisher
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Hasanuddin
Language
en

Abstract

The study aims to reveal representation of meaning of the Indonesia's presidential election campaign in 2014 within the Youtube music video advertisement; and explain the construction of political positioning in the advertisement. The study method used is descriptive qualitative research method through direct observation of the object and the study of literature. The data were analyzed by using semiotic analysis of Roland Barthes which consists of two signification level, namely first level of signification (denotation level) and the second level of signification (connotation level). Primary data consists of verbal text and non-verbal text (visual) of the music video. Secondary data consists of books and related documents. The results showed that the main connotative meaning contained in the music video advertisement of presidential election campaign 2014 is that each pair of candidates is the best and most worthy partner to lead Indonesia. The results of the analysis of the connotative sign also found that the construction of political positioning of Prabowo is a presidential candidate who has a decisive and courageous self-image as well as respected and honored candidate;possess military background and has a formal –procedural leadership style; and has militaristic nationalism ideology. As the opposite, Jokowi’s political positioning construction is a presidential candidate who has particularly honest and populist self-image as well as liked and favored; possess civilian background with informal-spontanious leadership style; and has the dominant ideology of democratic socialism. Penelitian ini bertujuan untuk mengungkap representasi makna yang ada dalam iklan video musik Youtube kampanye pemilihan presiden Indonesia 2014; dan menjelaskan konstruksi positioning politik dalam iklan tersebut. Metode yang digunakan adalah metode penelitian deskriptif kualitatif melalui pengamatan langsung terhadap objek dan kajian pustaka. Data dianalisis dengan menggunakan analisis semiotika Roland Barthes yang terdri dari dua tingkat sistim penandaaan, yakni penanndaan tingkat pertama (level denotasi) dan penandaan tingkat kedua (level konotasi). Data primer terdiri dari teks verbal dan non-verbal (visual) video musik. Data sekunder terdiri dari buku dan dokumen terkait. Hasil penelitian menunjukkan bahwa secara konotatif makna utama yang terkandung dalam iklan video musik kampanye pemilihan presiden 2014 adalah bahwa masing- masing pasangan kandidat merupakan pasangan terbaik dan paling layak untuk memimpin Indonesia. Hasil analisis tanda konotatif juga menemukan bahwa konstruksi positioning politik Prabowo adalah sebagai calon presiden yang memiliki citra diri tegas dan pemberani serta disegani dan disukai; berlatar belakang militer dan memiliki gaya memimpin yang formal-prosedural; serta berideologi nasionalisme-militeristik. Sebaliknya konstruksi positioning politik Jokowi adalah sebagai calon presiden yang meiliki citra diri jujur dan merakyat serta disenangi dan disukai; berlatar belakang sipil dengan gaya memimpin yang informal-spontanious; serta memilki ideologi dominan sosialisme-demokratis.

Keywords

Collaboration network of the authors

40 authors · 80 co-authorship links · 5 across different organisations · showing the 40 most connected

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Institut Agama Islam Negeri Kendari
  • Hasanuddin University
  • Universitas Halu Oleo
  • Universitas Islam Negeri Mahmud Yunus Batusangkar
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Muhammad Iqbal SultanAffiliation unknown7
Hafied CangaraHasanuddin University5
Andi Alimuddin UndeAffiliation unknown4
Tuti BahfiartiHasanuddin University2
Finsa Adhi PratamaInstitut Agama Islam Negeri Kendari1
Hariati LestariUniversitas Halu Oleo1
Fifi NirmalaUniversitas Halu Oleo1
Azlan ThamrinAffiliation unknown1
Nasri HamangAffiliation unknown1
Ashifa CahyaniAffiliation unknown1
Muh. Ichsan PutrayaniAffiliation unknown1
Muh. ErsyanAffiliation unknown1
Tita Aulia S.Affiliation unknown1
Abdul Mollah JayaAffiliation unknown1
Ulfah AttamimiAffiliation unknown1
La JaaliAffiliation unknown1
Riza Darma PutraAffiliation unknown1
Irwan IrwanUniversitas Islam Negeri Mahmud Yunus Batusangkar1
Rosniar RosniarAffiliation unknown1
Mochtar TouweAffiliation unknown1
Raden Firdaus WahyudiAffiliation unknown1
Andi Muhammad AbdiAffiliation unknown1
Ansar SuhermanAffiliation unknown1
Yuhdi FahrimalAffiliation unknown1
Syahrir SolemanAffiliation unknown1
Lisa MusfirahAffiliation unknown1
Ahmad Husain MappaselingAffiliation unknown1
Wirawan JayaAffiliation unknown1
Arland YusranAffiliation unknown1
Andi Ayatullah AhmadAffiliation unknown1
Andi Subhan AmirAffiliation unknown1
Andi Wirangga LBM SungkawawoAffiliation unknown1
Muhammad NadjibAffiliation unknown1
Pusparani Saharan PutriAffiliation unknown1
Melinda FebrianiAffiliation unknown1
Muhammad AslamAffiliation unknown1
Andi SyadaruddinAffiliation unknown1
Anugrawati MSAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/kareba/oai, first harvested 5 Nov 2026, last seen 8 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">POSITIONING POLITIK KAMPANYE PEMILIHAN PRESIDEN 2014 DALAM IKLAN VIDEO MUSIK YOUTUBE</dc:title>
	<dc:creator xml:lang="en">Hayat, Nahrul</dc:creator>
	<dc:creator xml:lang="en">Hasrullah, Hasrullah</dc:creator>
	<dc:subject xml:lang="en">Iklan</dc:subject>
	<dc:subject xml:lang="en">Positioning Politik</dc:subject>
	<dc:subject xml:lang="en">Semiotik</dc:subject>
	<dc:subject xml:lang="en">Video Musik</dc:subject>
	<dc:subject xml:lang="en">Youtube</dc:subject>
	<dc:description xml:lang="en">The study aims to reveal representation of meaning of the Indonesia's presidential election campaign in 2014 within the Youtube music video advertisement; and explain the construction of political positioning in the advertisement. The study method used is descriptive qualitative research method through direct observation of the object and the study of literature. The data were analyzed by using semiotic analysis of Roland Barthes which consists of two signification level, namely first level of signification (denotation level) and the second level of signification (connotation level). Primary data consists of verbal text and non-verbal text (visual) of the music video. Secondary data consists of books and related documents. The results showed that the main connotative meaning contained in the music video advertisement of presidential election campaign 2014 is that each pair of candidates is the best and most worthy partner to lead Indonesia. The results of the analysis of the connotative sign also found that the construction of political positioning of Prabowo is a presidential candidate who has a decisive and courageous self-image as well as respected and honored candidate;possess military background and has a formal –procedural leadership style; and has militaristic nationalism ideology. As the opposite, Jokowi’s political positioning construction is a presidential candidate who has particularly honest and populist self-image as well as liked and favored; possess civilian background with informal-spontanious leadership style; and has the dominant ideology of democratic socialism.  Penelitian ini bertujuan untuk mengungkap representasi makna yang ada dalam iklan video musik Youtube kampanye pemilihan presiden Indonesia 2014; dan menjelaskan konstruksi positioning politik dalam iklan tersebut. Metode yang digunakan adalah metode penelitian deskriptif kualitatif melalui pengamatan langsung terhadap objek dan kajian pustaka. Data dianalisis dengan menggunakan analisis semiotika Roland Barthes yang terdri dari dua tingkat sistim penandaaan, yakni penanndaan tingkat pertama (level denotasi) dan penandaan tingkat kedua (level konotasi). Data primer terdiri dari teks verbal dan non-verbal (visual) video musik. Data sekunder terdiri dari buku dan dokumen terkait. Hasil penelitian menunjukkan bahwa secara konotatif makna utama yang terkandung dalam iklan video musik kampanye pemilihan presiden 2014 adalah bahwa masing- masing pasangan kandidat merupakan pasangan terbaik dan paling layak untuk memimpin Indonesia. Hasil analisis tanda konotatif juga menemukan bahwa konstruksi positioning politik Prabowo adalah sebagai calon presiden yang memiliki citra diri tegas dan pemberani serta disegani dan disukai; berlatar belakang militer dan memiliki gaya memimpin yang formal-prosedural; serta berideologi nasionalisme-militeristik. Sebaliknya konstruksi positioning politik Jokowi adalah sebagai calon presiden yang meiliki citra diri jujur dan merakyat serta disenangi dan disukai; berlatar belakang sipil dengan gaya memimpin yang informal-spontanious; serta memilki ideologi dominan sosialisme-demokratis. </dc:description>
	<dc:publisher xml:lang="en">Fakultas Ilmu Sosial dan Ilmu Politik Universitas Hasanuddin</dc:publisher>
	<dc:date>2017-06-08</dc:date>
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	<dc:type xml:lang="en">Peer-reviewed Article</dc:type>
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	<dc:identifier>https://journal.unhas.ac.id/index.php/kareba/article/view/1893</dc:identifier>
	<dc:source xml:lang="en">KAREBA : Jurnal Ilmu Komunikasi; Vol.5 No.1 Januari - Juni 2016; 192-209</dc:source>
	<dc:source>2528-2891</dc:source>
	<dc:source>2088-4117</dc:source>
	<dc:language>en</dc:language>
	<dc:relation>https://journal.unhas.ac.id/index.php/kareba/article/view/1893/1058</dc:relation>
	<dc:rights xml:lang="en">Copyright (c) 2017 KAREBA : Jurnal Ilmu Komunikasi</dc:rights>
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