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International Journal of Scientific and Research Publications, Volume 9, Issue 12, December 2019 11 ISSN 2250-3153 Political Advertising On Mass Media Construction Vania Utamie Subiakto Faculty of Communication Universitas Mercu Buana, Roads South Meruya 1 1, Kembangan, 11650, Indonesia DOI: 10.29322/IJSRP.9.12.2019.p9603 http://dx.doi.org/10.29322/IJSRP.9.12.2019.p9603 Abstract- Today, television as one of the rapidly growing Sponsorships (Selu Margaretha Kushendrawati, 2011: 11). broadcast media in Indonesia. Every day the audience get great Laymen refer to as an ad. exposure information from the mass media. In addition to Advertising is the structure and composed nonpersonal conventional advertising are political advertising that is a magnet communication of information, usually paid for and usually that affect television viewers. The number of party competition in persuasive in nature, about products (good, service and ideas) by elections, such as the 1999 election, which led to many of the identified sponsors through various media (William F. Arens, contending parties and attract public attention. Ahead of 2002: 7). (Ads are not personalized messages to deliver Presidential Election 2014, several national leaders to run for the information in a structured and arranged, on a product, goods, post of presidential candidate Susilo Bambang Yudhoyono services, or ideas that are paid by the sponsor in the know, through replace. Parties showed elektabilitasnya to show figures that will various media). In political communication the most important be in the stretcher leader in the presidential election of 2014, one component that is the message to be conveyed through media ads of the National Mandate Party. Based on the above, we propose served by television. Political advertising can be done in various the research problem, namely, How political advertising Hatta media, mass media, electronic or print media, such as newspapers, Rajasa meaning with jargon "Populist PAN, accomplishing magazines, radio, television and billboards. Through political ads Amanah Rakyat"? What are the signs and markers were can describe what will be done by political party candidates. As constructed in political advertising Hatta Rajasa with jargon well utilized as publicity to inform the vision and mission, the "Populist PAN, accomplishing Amanah Rakyat"? This study used work program launched by political party candidates. a qualitative research approach. Researchers also used the The number of political party competition in elections, technique of data analysis in this study using semiotic analysis. such as the 1999 elections, causing many competing political And using semiotic analysis of Charles Sanders Pierce. From the parties and public attention. Many become the dominant discussion above may be concluded that the main image of the ideologies that emerged in 1999, except for communism. There image berlapisnya political institutions (PAN) Advertising are nine political parties for election campaigns in 1999 include MAPAN to encourage young people become young entrepreneurs, PAN (National Mandate Party), PPP (United Development Party), young people will MAPAN with joint PAN. PAN defended the PDI-P (Indonesian Democratic Party of Struggle), PDKB people with the reality series advertisements, by Hatta Rajasa (Democratic Party Love the Nation), the United Nations (PBB), imaging (Chairman of the PAN) defending traditional markets and PK (Partai Keadilan ), Golkar (Golkar Party), PKB (National supports young people to become young entrepreneurs. Described Awakening Party), PFM (Justice and Unity Party) (Ibnu Hamad, problems with young children there is no job, the problems of 2004: 92). young people willing to venture businesses are confused about In addition, before the presidential election of 2014, what, young children do not have a problem of capital, problems several national leaders ran as President replacing Susilo Bambang of young people are afraid to lose, and the problems of young Yudhoyono (SBY). Parties showed elektabilitasnya by presenting people willing to venture but do not understand how that disampai the leading personalities who will advance in the presidential through these ads election of 2014. One of the National Mandate Party which nominated her identity to get ahead or compete into the General Index Terms- Advertising, Construction image, semiotics, politics Election of President and Vice President in 2014, Hatta Rajasa, who is ready to be nominated in Presidential Candidates 2014 by the National Mandate Party (PAN). PAN Hatta optimistic chose I. PRELIMINARY to fight against its competitors on the choice of president in 2014. head of the 2014 elections much media coverage as one of The existence of the National Mandate Party strategy to win Hatta A the rapidly growing broadcast media in Indonesia. One Rajasa in the 2014 Presidential Election National Mandate Party competing in the market are Metro TV, RCTI, MMC TV joined politics to establish communication with various groups of the PT. Citra Media Nusa Purnama (accessed political parties. Besides nationalist parties, PAN to establish www.mediaindonesia.com on November 18, 2013) Case. Every communication with the Islamic-based parties. But the coalition is day viewers (audience) get the exposure of information is so great, determined in the platform to solve the problem in Indonesia (accessed on Coverage 6.com (11/28/2012), on December 3, 2012 even Al Ries and Jack Trout giving the term the situation with overcommunicated society (Al Ries and Jack Trout, 2002: 8). at 00:18). Information in the form of messages in newspapers, books, Hatta Rajasa is a DPP chairman of the National Mandate magazines, radio, television, CDs, movies, newspapers, events Party (PAN). Wherein Basic Principles of a movement or Hatta http://dx.doi.org/10.29322/IJSRP.9.12.2019.p9603 www.ijsrp.org International Journal of Scientific and Research Publications, Volume 9, Issue 12, December 2019 12 ISSN 2250-3153 Rajasa can be seen from the platform of the Party, namely the Social construction, a television ad text or visual discourse morality of religion based politics that bring Mercy to all the of knowledge disseminated via television and watched by the worlds. Platform as an identity, as well as the nature of the mission public (Bungin, 2008: 38). Watched television ad impressions and vision of the National Mandate Party movement. In the Kalisambung but their construction process of creation of platform of the identity of the National Mandate Party that PAN is television ads to viewers. Social Konstrusi on reality is slow, time- a political party that makes religion as the foundation of moral and consuming, is the spatial and hierarchical-vertical take place. ethical state and nation that respects human dignity and pluralism Where the social construction lasted from leaders to subordinates, in the fight for people's sovereignty, social justice and the life of led to mass, etc., contain social consciousness shape reality to the the nation is better to make Indonesia as a nation prosperous, stage of externalization, subyektivasi, and internalization which advanced, independent and dignified. Vision or concept that is took place on the social construction process of television owned by Hatta Rajasa form of PAN can perform activities that advertising (Bungin 2008: 38s / D39). Substance "Construction touch people's needs. Not only populist political activities but also Theory of Social Media" is the circulation of information quickly meet people's problems and provide solutions. and spreading evenly. Political advertising exposure Candidate Presidential Constructed reality shaping mass opinion, people tend Election 2014, many done by the political parties for publicity priori and tend to be cynical mass opinion. The position of "Social itself in nomination, among other political parties that pass the Construction of Mass Media" is a substance correcting verification KPU (General Election Commission) is the National weaknesses and complement "the social construction of reality", it Mandate Party (PAN), the Indonesian Democratic Party of puts excess mass media and media effect (Bungin, 2008: 194). Struggle (PDI P), the Democratic Party, Gerindra, Group Party Their social construction, the meaning of a social reality seen in (Golkar), People's Conscience Party (Hanura), the Prosperous the space of social life from the micro to the macro. The object Justice Party (PKS), the National Awakening Party (PKB), the consists of, first, television commercials; Second, the social United Development Party (PPP), the National Democratic Party construction as a scientific level; Third, the level of the individual. (Nasdem ) (accessed on www.kompas.com, on January 13, 2013, A television advertising media products created by the later at 18:35). televised advertising products for various purposes. Television The number of political parties competing ads on advertising media segment is determined to have a media strategy. television. Advertising on television is political advertising much Their economic power and social change can not be separated sociological foster the spirit of social interaction in the from capitalism, as the strength of the economic sector changes community. One of them is the National Mandate Party political that ad. Ad requires a substantial capital investment. When the advertising that carries Hatta Rajasa as a Presidential Candidate in media become the economic apparatus of the media makes the 2014 through
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