Faisal Haris, . (2024) ANALISIS RESEPSI KELOMPOK PEMILIH PEMULA PEMILU 2024 TERHADAP IKLAN POLITIK AUDIOVISUAL PARTAI AMANAT NASIONAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research examines the audiovisual political advertisements of the National Mandate Party (PAN) in the form of jingles broadcasted through YouTube platform and television in facing the electoral competition of the 2024 Indonesian elections. The author focuses on the content of the political message and the gimmicks that PAN, as the message producer, offers to the audience, who are consumers of the message in these advertisements. The aim of this research is to elucidate how the audience, especially first-time voters in the 2024 elections, perceives the content of PAN's political advertising. The author employs a qualitative approach and uses Stuart Hall's encoding-decoding model of ideas to understand how the participants receive and interpret the advertisements. The results of this research reveal that the PAN political jingle advertisements are interpreted in various ways by the participants. Out of the five participants in this study, one falls into a dominant hegemonic position, two are in a negotiation position, and the other two are in an opposition position. The differences in the participants' interpretations of the advertisements are influenced by their diverse backgrounds, such as their knowledge, education, and life experiences.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010411174] [Pembimbing: Azwar] [Penguji 1: Uljanatunnisa] [Penguji 2: Ratu Laura Mulia Baskara Putri] |
| Uncontrolled Keywords: | Reception analysis, Political advertising, Beginner voter |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Faisal Haris |
| Date Deposited: | 29 Feb 2024 07:21 |
| Last Modified: | 29 Feb 2024 07:31 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28662 |
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