Jokowi's Political Communication Especially Self-Image in 2014 Presidential Election: Political Communication Especially Self-Image

Jokowi's Political Communication Especially Self-Image in 2014 Presidential Election: Political Communication Especially Self-Image

Belli Nasution (Riau University, Riau, Indonesia)
Copyright: © 2019 |Pages: 11
DOI: 10.4018/IJPAE.2019070104

Abstract

The purpose of this study is to describe Jokowi's political communications, especially self-image in the 2014. This study uses qualitative research methods that aim to describe what happened to the situation or event in this study and not test hypotheses or make predictions. The advertisement aired in all national electronic mass media with various versions. In print, advertisements are displayed in the form of newspaper headlines. Through semiotic analysis, it can be explained that mental revolution advertisement is dissected based on the meaning of denotation, connotation, mythical study, and ideological study. This mental revolution advertisement tries to construct Jokowi's positive image to the public. In doing so, political consultants (the success teams) try to build political communication through four stages of perception, cognition, motives, and attitudes. This article shows a semiotic analysis to describe the communication techniques of Jokowi.
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Research Method

This study uses qualitative research methods that aim to describe what happens to the situation or event in this study and not test hypotheses or make predictions. Bogdan and Taylor (in Moleong, 2005:4) define qualitative methods as research procedures that produce descriptive data in the form of written or oral words from people and observable behavior. In line with this definition, Kirk and Miller (in Moleong, 2005:4) define that qualitative research is a particular tradition in social science that is fundamentally dependent on observations in humans both in the region and in its terminology. Qualitative research is research that produces analytical procedures that do not use statistical analysis procedures (Moleong, 2005:5).

Thus, this study aims to describe what is happening now, only contains research situations or events and does not explain the relationship nor does test the hypothesis. This description attempts to record and interpret the conditions that occur in the object of research.

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