Dinamika Visual dalam Kampanye: Analisis Semiotika pada Baliho Kaesang Pangarep. (Visual Dynamics in Campaigns: Semiotic Analysis of Kaesang Pangarep Billboards).

Ardiansah, Edwin (2024) Dinamika Visual dalam Kampanye: Analisis Semiotika pada Baliho Kaesang Pangarep. (Visual Dynamics in Campaigns: Semiotic Analysis of Kaesang Pangarep Billboards). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research is motivated by the meaning that describes the image of a candidate or political party in facing the 2024 general election and specifically reviews the young figure who emerged as a political figure, namely Kaesang Pangarep as Chairman of the DPP of the Indonesian Solidarity Party (PSI). The focus of this research includes identifying semiotics consisting of the first level (signifier and sign) and the second level consisting of denotation, connotation and myth in Kaesang Pangarep's billboards. Kaesang Pangarep's billboards have several attributes including color, writing text, image selection, and other compositions that can be analyzed using Roland Barthes Semiotics so that they can have different meanings. The purpose of this study is to interpret the visual dynamics in the 2024 election campaign against Kaesang Pangarep's billboards using Roland Barthes' semiotic theory. The approach in this study is interpretive qualitative research that focuses on understanding the meaning and interpretation of the phenomenon under study. The result of this study is that the Kaesang Pangarep billboards that have sprung up in the 2024 election campaign event have created visual dynamics that show positive and negative connotations, as well as support and rejection of the myths represented in the billboards. Positively, elements such as personality, color, clothing, and other attributes are considered favorable for PSI and Kaesang Pangarep. In contrast, the negative connotations perceive these elements as incompatible with the actual image. This research emphasizes the importance of further exploring the field of political semiotics, focusing on the study of signs and symbols in political communication. The analysis of the visual dynamics of billboards provides an in-depth understanding of how such visuals are associated with public perception and influence political discourse. The study also underscores the importance of media analysis in understanding the impact of billboards in political campaigns, as well as their contribution to the formation of political narratives and public opinion.

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