Studi Semiotika Iklan Kampanye Pilgub DKI Jakarta 2017 Pasangan Basuki Tjahaja Purnama - Djarot Saiful Hidayat Di Televisi Versi #Perjuanganbelumselesai
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Studi Semiotika Iklan Kampanye Pilgub DKI Jakarta 2017 Pasangan Basuki Tjahaja Purnama - Djarot Saiful Hidayat di Televisi versi #PerjuanganBelumSelesai Skripsi Diajukan Kepada Sekolah Tinggi Ilmu Komunikasi Surabaya “Almamater Wartawan Surabaya” Untuk Memenuhi Salah Satu Persyaratan Dalam Menyelesaikan Program Sarjana Ilmu Komunikasi Disusun oleh: Niahanida Elmina 14.31.0080 SEKOLAH TINGGI ILMU KOMUNIKASI ALMAMATER WARTAWAN SURABAYA 2017 Scanned by CamScanner Scanned by CamScanner Scanned by CamScanner ABSTRAK Bagi para aktor politik, citra sangatlah penting. Citra yang baik akan meningkatkan elektabilitas sehingga kesempatan untuk memenangkan kontestasi politik pun kian terbuka lebar. Iklan di televisi adalah salah satu metode kampanye yang dianggap efektif untuk merekonstruksi realitas yang ada menjadi sebuah realitas sosial baru. Pilgub DKI Jakarta 2017 menarik diteliti mengingat salah satu pasangan yang bertarung dalam status tersangka kasus penistaan agama. Dalam sebuah survei yang dirilis charta politica terhadap Pilgub DKI Jakarta 2017 faktor emosional seperti agama dinilai penting. Iklan kampanye pasangan Basuki Thjahaja Purnama dan Djarot Saiful Hidayat yang menjadi objek penelitian ini merupakan iklan berdurasi 30 detik dengan format Announcement. Penelitian ini adalah penelitian kualitatif dengan pisau bedah semiotika –ilmu mengenai relasi tanda- milik Roland Barthes yang menggunakan sistem signifikasi dua tahap yaitu denotatif –makna sebenarnya yang berada di permukaan- dan konotatif –makna kiasan yang lahir dari pengalaman kultural atau personal-, dimana pada tahap kedua ini mitos bercokol. Dalam iklan pasangan Ahok-Djarot didapatkan mitos Ahok-Djarot adalah cermin pemimpin politik yang bersih, membawa perubahan bagi masyarakat yang apatis dengan dunia politik yang terkenal kotor. Kata Kunci: Semiotika Roland Barthes, Mitos. vi ABSTRAC For political actors, image is very important. A good image will increase electability so that the chance to win the election will increasingly wide open. Advertising on television is one of campaign that is considered effective to reconstruct the existing reality into a new social reality. Jakarta Gubernatorial election in 2017 is interesting to study considering that one of the candidate who fought in the in election is become suspect as a religious blasphemy case.While in a survey released by charta politica for the DKI Jakarta gubernatorial election in 2017, emotional factors such as religion are considered important. Ad campaign of Basuki Thjahaja Purnama and Djarot Saiful Hidayat who became the object of this research is a 30-second ad with announcement form. This is a qualitative research with Roland Barthes’s semiotics –study of sign- analysis which use two order signification system that is denotative - the true meaning we can found at the surface - and the connotative - meaningful metaphor born of cultural or personal experience - where at this stage the myth is entrenched. In the Ahok- Djarot campaign ad is found the myth that Ahok-Djarot is a representation of clean political leaders, bringing change to an apathetic society who’s sick of dirty political world. Key word: Semiotics Roland Barthes, Myth vii DAFTAR ISI PERSETUJUAN PEMBIMBING SKRIPSI ........................................................... ii PENGESAHAN TIM PENGUJI SKRIPSI ............................................................ iii PERNYATAAN ORISINALITAS ........................................................................ iv MOTTO .................................................................................................................. v ABSTRAK ............................................................................................................. vi ABSTRAC .............................................................................................................. vii KATA PENGANTAR ......................................................................................... viii DAFTAR ISI .......................................................................................................... xi DAFTAR GAMBAR ........................................................................................... xiv BAB I PENDAHULUAN .................................................................................... 1 1.1 Latar Belakang .......................................................................................... 1 1.2 Rumusan Masalah ................................................................................... 12 1.3 Tujuan dan Manfaat Penelitian ............................................................... 12 1.3.1 Tujuan Penelitian .................................................................................... 12 1.3.2 Manfaat Penelitian .................................................................................. 12 1.3.2.1 Manfaat Teoritis ...................................................................................... 12 1.3.2.2 Manfaat Praktis ....................................................................................... 13 1.4 Kajian Pustaka ........................................................................................ 13 1.4.1 Penelitian Sebelumnya ............................................................................ 13 1.4.2 Iklan ..................................................................................................... 14 1.4.2.1 Iklan Kampanye ...................................................................................... 15 1.4.2.2 Iklan Televisi .......................................................................................... 17 xi 1.4.3 Analisis Tekstual ..................................................................................... 19 1.4.3.1 Analisis Tekstual Iklan Pasangan Basuki Tjahaja Purnama-Djarot Saiful Hidayat #Perjuanganbelumselesai .......................................................... 25 1.4.4 Pendekatan Teknik Visualisasi (Komposisi dan Modalitas) .................. 25 1.4.5 Semiotika ................................................................................................ 31 1.4.5.1 Semiotika Visual ..................................................................................... 35 1.4.5.2 Semiologi Roland Barthes ...................................................................... 36 1.4.5.3 Tanda dan Proses Semiosis ..................................................................... 40 1.4.5.4 Kode dalam Semiotik .............................................................................. 41 1.5 Kerangka Berpikir ................................................................................... 44 1.6 Metodologi Penelitian ............................................................................. 45 1.6.1 Metode Penelitian ................................................................................... 45 1.6.2 Jenis dan Sumber Data ............................................................................ 46 1.6.3 Teknik Pengumpulan dan Pencatatan Data............................................. 47 1.6.4 Waktu dan Tempat Penelitian ................................................................. 47 1.6.5 Teknis Analisis dan Interpretasi Data ..................................................... 48 BAB II DESKRIPSI OBJEK PENELITIAN ...................................................... 49 2.1 Pasangan Basuki Tjahaja Purnama-Djarot Saiful Hidayat ..................... 49 2.1.1 Basuki Tjahaja Purnama ......................................................................... 49 2.1.1.1 Data Riwayat Hidup Basuki Tjahaja Purnama ....................................... 52 2.1.2 Djarot Saiful Hidayat .............................................................................. 54 2.1.2.1 Data Riwayat Hidup Djarot Saiful Hidayat ............................................ 56 2.1.3 Pilgub DKI Jakarta 2017-2022 ............................................................... 58 xii 2.1.3.1 Visi dan Misi Ahok-Djarot ..................................................................... 59 2.1.3.2 Program Kerja Ahok-Djarot ................................................................... 61 2.2 Alur Cerita Iklan Basuki Tjahaja Purnama-Djarot Saiful Hidayat Versi #PerjuanganBelumSelesai....................................................................... 62 BAB III PENYAJIAN DAN ANALISIS DATA.................................................. 65 3.1 Penyajian Data ........................................................................................ 65 3.1.1 Setting Iklan Basuki Tjahaja Purnama-Djarot Saiful Hidayat ................ 66 3.1.1.1 Makna Denotatif pada Sesi Pembukaan (detik 00:00-00:04) ................. 66 3.1.1.2 Makna Konotatif : Identitas Diri ............................................................. 67 3.1.1.3 Makna Denotatif Pada Sesi Isi (detik 00:04-00:24) ................................ 75 3.1.1.4 Makna Konotatif : Kerukunan Antar Umat Beragama ........................... 77 3.1.1.5 Makna Denotatif Pada Sesi Penutup (detik 00:25-00:27) ....................... 82 3.1.1.6 Makna Konotatif : Salam Perdamaian .................................................... 84 3.1.1.7 Makna Denotatif Pada Sesi Penutup (detik 00:27-00:30) ....................... 88 3.1.1.8 Makna Konotatif : No. 2 pasangan yang bersih dan nasionalis .............. 88 3.2 Analisis Makna Mitos dalam Iklan ......................................................... 91 3.3 Interpretasi Data .....................................................................................