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04. Pencitraan Aburizal Bakrie Glendy Indra Tamaka Dan Eko Harry

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04. Pencitraan Aburizal Bakrie Glendy Indra Tamaka Dan Eko Harry 32 Jurnal Kajian Komunikasi, Volume 1, No. 1, Juni 2013, hlm 32-50 PENCITRAAN ABURIZAL BAKRIE MELALUI IKLAN TELEVISI Glendy Indra Tamaka, Eko Harry Susanto Fakultas Ilmu Komunikasi Universitas Tarumanagara ABSTRAK Penelitian ini bertujuan untuk menggambarkan pencitraan Aburizal Bakrie sebagai calon presiden Republik Indonesia melalui iklan televisi ARB Versi Motivasi Untuk Anak Indonesia. Penelitian ini menggunakan pendekatan kualitatif dengan metode analisis semiotika. Sumber data penelitian ini terdiri atas sumber data primer berupa iklan televisi ARB versi Motivasi Untuk Anak Indonesia yang terdiri atas ucapan, gerakan, dan berbagai objek pendukung penggambaran Aburizal Bakrie, dan sumber data sekunder berupa buku, karya il- miah, dan sumber informasi online. Teknik pengumpulan data dilakukan melalui studi dokumentasi dan studi pustaka. Teknik analisis data dilakukan melalui reduksi data, penyajian data, dan penarikan kesimpulan. Uji keabsahan data dilakukan melalui triangulasi penyidik. Penelitian ini dilakukan di Jakarta dari bulan Februari 2013 - Juli 2013. Hasil penelitian menunjukan bahwa pencitraan Aburizal Bakrie sebagai calon Presiden se- cara denotasi ditunjukan melalui penggambaran latar belakang ayahnya untuk memberikan gambaran bahwa dirinya merupakan bagian dari rakyat kecil sebagaimana ayahnya dulu. Pencitraan Aburizal Bakrie sebagai calon Presiden secara konotasi banyak memperlihatkan makna kesuksesan dan pengalaman Aburizal Bakrie. Citra Aburizal Bakrie juga terlihat sebagai sosok yang mendukung akan kepentingan anak muda, pendidikan, dan pengembangan potensi mereka. Aburizal Bakrie juga merepresentasikan diri sebagai orang yang tepat untuk dijadikan sebagai contoh kesuksesan karena pengalamannya serta kemampuannya. Aburizal Bakrie merupakan sosok yang terbuka, bersih dan memiliki komitmen tinggi serta memiliki kepekaan relijiusitas yang dapat membentuknya sebagai pemimpin yang bermoral. Makna mitos dari pencitraan Aburizal Bakrie sebagai calon Presiden menunjukan bahwa kepentingan politiknya dibangun atas kepentingan rakyat kecil. Rakyat kecil senantiasa menjadi komoditas untuk membangun citra politik yang pro rakyat. Kata-kata kunci: Pencitraan, iklan televisi, denotasi dan konotasi THE IMAGE IMPRESSION OF ABURIZAL BAKRIE THROUGH TV ADVERTISEMENT ABSTRACT This study aims to describe the image of Aburizal Bakrie as a candidate for president of the Republic of Indone- sia through ARB television commercial,“Motivation for Indonesian Children” version.This study uses a qualita- tive approach with semiotic analysis. Source of this study consists a primary data of ARB’s television commer- cials,“Motivation for Indonesian Children” version which consitutes speech, movement, and various supporting object representationof Bakrie. Secondary data sources such as book, scientific papers, and online resources. Data was collected through the documentation and study of literature. Data analysis was made through data reduction, data display, and conclusion. The test data validity done through investigator’s triangulation. The research was conducted in Jakarta from February 2013 to July 2013. The results indicates that the denotation of Bakrie’s im- ages as a candidate for President are shown through out the depiction of his background in order to give an idea that he is part of the underprivileged people as his father did. The connotations of Bakrie’s image as candidate for President shows the success and experience of himself. Bakrie’s image is also seen as someone who supports young people’s interests, their education, and their potential development. Bakrie also presented himselfto be the model of successand the right person to serve because of his experience and ability. Bakrie is a figure of receptive, clean, has a high commitment and also has a religious attitudethat makes him a positive morale leader. Meaning of the myth of Bakrie’s image as Presidential candidate indicates that his political interests built over the interests of ordinary people.Unprivileged people always become a commodities in the build up to pro-people political image. Keywords: Image, television advertising, denotation and connotation Korespondensi: Dr. Eko Harry Susanto, Fakultas Ilmu Komunikasi Universitas Tarumanagara. Jl. Letjen S.Parman No.1 Jakarta 11440, Email: [email protected] PENCITRAAN ABURIZAL BAKRIE MELALUI IKLAN TELEVISI 33 PENDAHULUAN tukan karakter sebagaimana dilakukan dalam membangun pencitraan. Iklan politik Aburi- Iklan televisi dapat digunakan untuk berb- zal Bakrie yang didukung penuh oleh partai agai kepentingan yang bukan hanya merujuk Golongan Karya (Golkar) sebagai calon Pres- pada penunjukan produk tertentu. Iklan dapat iden Republik Indonesia periode 2014-2019 menjadi alat propaganda yang dijadikan se- telah dipersiapkan sebagai serangkaian alat da- bagai salah satu alternatif kuat untuk mena- lam membangun pencitraan. Iklan politik yang namkan nilai-nilai di dalamnya. Iklan sebagai dilakukan Partai Golkar untuk mendukung media komunikasi yang bertujuan dalam mena- pencitraan Aburizal Bakrie, dapat diaplikasikan namkan nilai-nilai kepercayaan tersebut dapat sebagai media propaganda yang memiliki nilai menjadi pilihan tepat para pelaku politik untuk efektif tinggi dalam menjangkau masyarakat memanfaatkan keberadaan iklan televisi. Iklan luas. televisi dianggap begitu potensial dalam mem- Pencitraan Aburizal Bakrie sebagai calon berikan keserempakan dan kesamaan persepsi presiden dilakukan dengan membantuk karak- yang dapat diatur sedemikian rupa sebagaimana ter yang ingin diperlihatkan kepada masyarakat digunakan pada kepentingan iklan politik. mengenai sosok ideal pemimpin bangsa. Penci- Iklan sebagai media dalam komunikasi poli- traan ini dapat dibentuk sedemikian rupa hingga tik dapat memberikan gambaran sebuah indus- pencitraan merupakan salah satu bentuk strate- tri yang dibentuk sebagai ajang eksistensi dan gis dalam menciptakan pandangan masyarakat akulturasi dari kompleksitas citra. Iklan telah pada sosok Aburizal Bakrie. Citra bukan han- berkembang bukan hanya bagi kepentingan ya terbangun dengan sendirinya, tetapi citra yang bernilai profit (laba) dan sifat materialnya dapat dibentuk dan ditentukan dengan cara-cara saja. Iklan politik dapat dipergunakan dengan tersendiri. Begitu pun iklan politik Aburizal banyak cara dan dijalankan dengan membawa Bakrie sebagai calon presiden yang dibangun peran yang begitu beragam untuk dapat men- atas dasar kepentingan politik. gasumsikan apa yang dijadikan sebagai tujuan Sejalan dengan penjelasan di atas, Canton untuk dapat memberikan ingatan mendalam ke- (dalam Soemirat dan Ardianto, 2007: 111) men- pada masyarakat tentang apa yang menjadi nilai yatakan mengenai pemahamananya akan citra, jual partai politik maupun individu di dalamn- bahwa “Image: the impression, the feeling, the ya. conception which the public has of a company; Iklan dapat digunakan sebagai alat propa- a concioussly created impression of an object, ganda yang diaplikasikan sebagai sarana da- person, or organization (citra adalah kesan, lam penanaman kepercayaan bagi masyarakat perasaan, gambaran dari publik terhadap peru- dalam bentuk dorongan untuk mendukung, sahaan, kesan yang dengan sengaja diciptakan mempercayai dan pada akhirnya memilih par- dari suatu objek, orang atau organisasi)”. tai politik atau individu di dalamnya. Kepent- Citra dengan sengaja dibuat dan diben- ingan iklan yang dapat mencakup masyarakat tuk agar dapat bernilai positif, karena penci- luas dengan jangkauan yang begitu massif, traan merupakan salah satu langkah dalam akan memberikan keuntungan bagi para pelaku menampilkan sosok objek yang dipergunakan politik untuk dapat mempergunakan iklan se- untuk meraih dukungan masyarakat. Pemben- bagai sebuah alat dalam membangun sebuah tukan citra Aburizal Bakrie akan tergantung pencitraan yang ingin ditampilkan pada mas- dari informasi yang disampaikan dan diterima yarakat. Bukan hanya untuk kebutuhan promosi masyarakat yang salah satunya dapat dimaknai dan publikasi, tetapi iklan dapat dibentuk untuk melalui iklan. Pencitraaan merupakan salah satu merealisasikan kepentingan politis dalam mem- aset terpenting bagi Aburizal Bakrie dan Partai bangun pencitraan. Golkar, karena akan berdampak pada penilaian Iklan politik Aburizal Bakrie merupakan dan kepercayaan yang diberikan publik dalam salah satu bentuk nyata dari pemanfaatan iklan menilai sosok individu dan partai yang pantas sebagai media yang digunakan untuk dapat untuk didukung masyarakat. mendongkrak popularitas, menanamkan keper- Pencitraan politik Aburizal Bakrie melalui cayaan masyarakat serta media dalam pemben- iklan ARB menjadi bentuk realisasi pencitraan 34 Jurnal Kajian Komunikasi, Volume 1, No. 1, Juni 2013, hlm 32-50 yang telah dirancang dan diaplikasikan dengan tan objek dengan pemahamannya ada nilai-nilai merujuk pada upaya-upaya untuk menempatkan pada objek. Masyarakat memungkinkan untuk nama Aburizal Bakrie sebagai sosok yang tepat menilai sosok Aburizal Bakrie sebagai individu untuk memimpin Indonesia. Iklan ARB terse- yang dekat dengan rakyat atau malah sebalikn- but dibuat dengan tujuan agar masyarakat lebih ya, begitu pun pencitraan yang diharapkan Abu- mengenal baik sosok Aburizal Bakrie sebagai rizal Bakrie dan partai Golkar juga membuka tokoh utama dalam iklan. Oleh karena itu pent- peluang untuk diartikan secara bebeda. ing untuk dapat memahami berbagai perangkat Pencitraan yang dilakukan Aburizal Bakrie tanda komunikasi yang ada dalam iklan ARB dalam iklan ARB memungkinkan untuk dapat untuk lebih
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