PERTARUNGAN WACANA REPRESENTASI PADA SPANDUK KAMPANYE PEMILIHAN GUBERNUR JAWA TENGAH TAHUN 2018
DOI:
https://doi.org/10.14421/pjk.v12i1.1540Keywords:
Representasi, spanduk, pemilihan gubernur JatengAbstract
Abstrak.Salah satu media yang digunakan untuk mengenalkan sosok kandidat kepala daerah adalah media luar ruang, misalnya spanduk. Media luar ruang yang dimaksud di sini adalah spanduk yang dipasang di jalan-jalan Kota Surakarta dengan menggunakan bahasa Jawa. Penelitian ini bertujuan untuk mengetahui pertarungan wacana representasi pada media luar ruang kampanye pemilihan Gubernur Jawa Tengah, yang terdiri dari pasangan Ganjar Pranowo-Taj Yasin dan Sudirman SaidIda Fauziyah. Representasi pada media luar ruang yang ditampilkan oleh para politikus menjelang pemilihan gubernur Jawa Tengah tahun 2018 menarik untuk diteliti dengan menggunakan pendekatan metode analisis wacana kritis (critical discourse analysis /CDA). Metode ini akan melibatkan kajian mengenai apa yang sebenarnya ada di balik teks spanduk para politikus yang dipasang di Kota Surakarta. Penelitian ini menggunakan analisis wacana kritis dari Norman Fairclough. Pada dasarnya, Fairclough menggunakan prinsip 3 dimensi dalam analisisnya, yaitu teks, praktik diskursus, dan praktik sosial. Hasil penelitian menunjukkan bahwa spanduk pasangan Ganjar Pranowo-Taj Yasin lebih menekankan pada pemberian janji-janji untuk tidak melakukan korupsi dan membohongi masyarakat, sedangkan spanduk pasangan Sudirman Said-Ida Fauziyah lebih menekankan pada identitas sebagai seorang muslimin dan muslimat dan berjanji akan membangun provinsi Jawa Tengah, supaya masyarakat dapat hidup mulia. Penggunaan teks dalam spanduk kampanye dengan menggunakan bahasa daerah sangat tepat dilakukan untuk menarik simpati masyarakat setempat. Persamaan antara kandidat politik dan pemberi suara potensial dalam kondisi yang homophily memungkinkan seseorang untuk memberikan pilihannya secara sukarela. Kata kunci: Representasi, spanduk, pemilihan gubernur Jateng
Abstract.One of the media used to introduce the candidates for regional heads is outdoor media, for instance banners. Outdoor media referred to here are banners, which are installed on the streets in Surakarta City using Javanese language. This study aims to determine the battle of representation discourse in the outside media of the Central Java governor election campaign, which consists of Ganjar Pranowo-Taj Yasin and Sudirman Said-Ida Fauziyah. The representation of outdoor media displayed by politicians towards Central Java governor election in 2018 is interesting to be examined using a critical discourse analysis (CDA) approach. This method will involve a study of what actually lies behind the banner text of politicians posted in Surakarta City. This study uses critical discourse analysis from Norman Fairclough. Basically Fairclough uses the principle of 3 dimensions in his analysis, namely text, discourse practice and social practice. The results showed that the banner of the pair Ganjar Pranowo-Taj Yasin emphasized giving promises not to commit corruption and lie to the society, while the banners of the pair Sudirman Said-Ida Fauziyah emphasized identity as Muslims and promised to build the province of Central Java, so that society can live noble lives. The use of text in campaign banners using local language is very appropriate to attract sympathy from the local society. The equality between political candidates and potential voters in homophily conditions allows someone to give her/his choice voluntarily. Keywords: Representations, banners, Central Java governor elections.
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