KARIKATUR IKLAN POLITIK MEDIA LUAR RUANG JANGAN MEMBELI KUCING DALAM KARUNG
DOI:
https://doi.org/10.14421/pjk.v12i1.1539Keywords:
Karikatur, Membangun Mitos, Jangan Membeli Kucing Dalam KarungAbstract
Abstrak.Iklan Politik Media Luar Ruang Honda Hendarto tampil dengan ciri khusus menggunakan bahasa karikatur. Iklan ini biasanya menampilkan kandidat dengan gambar nyata yaitu : photo kandidat dengan gesture tertentu , logo partai politik, nama partai politik, tag line, nomor urut, background warna partai, dan nama caleg. Penelitian ini bertujuan untuk memahami makna konotatif kontruksi dan makna konfiguratif tanda non verbal dan verbal karikatur iklan politik media luar ruang honda Hendarto. Teknik pengumpulan data yang digunakan adalah dengan teknik menyimak. Sumber data dalam penelitian ini adalah tanda non verbal Karikatur Iklan Politik Media Luar Ruang Honda Hendarto dan tanda verbal peribahasa Jangan Membeli Kucing dalam Karung. Analisis data yang digunakan adalah analisa semiotika dan pandangan stilistika Hasil penelitian ini adalah bahwa Karitur tersebut memiliki makna konotatif : 1) tentang sosok Honda Hendarto yang ingin membangun mitos dirinya, sebagai seorang pemikir besar, visioner , ramah, sederhana, memiliki solidaritas, menghargai tradisi masyarakat, tulus, kuat, berwibawa, memiliki keinginan kuat, berjuang untuk rakyat, menyerap aspirasi rakyat, mewujudkan harapan rakyat dan menjadi jembatan antar rakyat, pemerintah dan wakil rakyat 2) Pendidikan politik kepada pemilih untuk berpikir kritis saat memilih Presiden dan Wakil Presiden, wakil rakyat, sehingga mengetahui kondisi orang yang dipilihnya, yang menyangkut kinerja, visi misi, program kerja dan citra pribadinya, seperti peribahasa jangan membeli kucing dalam karung, yang termasuk dalam bagian transasksi gharar. Transaksi gharara dalah semua transaksi yang mengandung (al-jahalah) ketidakjelasan,(al-khathr) pertaruhan, atau perjudian. Peribahasa ini unsur yang paling menonjol (foregrounding) dalam karikatur tersebut dan termasuk dalam bahasa konfiguratif metafora. Kata kunci: Karikatur, Membangun Mitos, Jargon
Abstract. Honda Hendarto’s outdoor political advertising mediahas provided a special representation through its caricature. Such media introduces a political candidate by showing several features, which includethe candidate’s photo, particular gesture as the unique communication symbol, political party’s logo, name, tagline, serial number, party’s background color, and the candidate’s name. The article aims to comprehend the constructive and configurative meaningsof Honda Hendarto’s Outdoor Political Advertising Media through its verbal and nonverbal symbols. It deployed a content analysis for its data collecting technique. The data source consisted of the non-verbal symbolsof Honda Hendarto’sOutdoor Advertising Media in the form of caricature and its verbal symbols that promote a proverb Don’t buy a cat in a sack (which is similar to English proverb Don’t buy a pig in a poke). It utilized Semiotics and Stylistics Analysis techniques. The findings revealed that the caricature contains connotative meanings, which include: 1.) Honda Hendartowills to establish a public paradigm for his profile through several great labels, which includehis self-representation as a scholar, visionary, as well as humble and friendly figure who upholds solidarity, traditions, sincerity, strength, excellentmanner, persistence, struggle, public aspiration, and transparent communication among citizens and People’s Representatives Council; 2.) The value of political education through the advice Don’t buy a cat in a sack encourages the public to critically evaluate their candidates of President and Vice President aswell as legislature members based on their performance, vision and mission, programs, and profiles. In regards, to the political education, Honda Hendarto’sOutdoor Advertising Media hasprovoked the public awarenessin avoidingal-jahalah(unclarity) and alkhathr (gamble) which are the parts of gharar (uncertainty) that probably happensin the votes of General Election. The proverb Don’t buy a cat in a sackimplies the caricature’sforegrounding message, as it belongs to a metaphor. Keywords: Caricature, establishing public paradigm, tagline
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