Kinasih, SalsabilaSasmi (2015) Ideological Construction Found in the Political Campaign Advertisement of PDIP Broadcasted by Metro TV. Sarjana thesis, Universitas Brawijaya.
English Abstract
Critical Discourse Analysis (CDA) is one of linguistics branches which concerns with the correlation between language and power and ideology. Linguistic practices, in this case advertisement, have the power to spread and shape ideologies towards the society. The aim of this research is to reveal the constructed ideology behind the political campaign advertisement of Partai Demokrasi Indonesia Perjuangan (PDIP) broadcasted by a local TV channel, Metro TV, during the campaign period of presidential election in 2014. This research uses Fairclough’s Model of CDA. It consists of three stages; description, interpretation and explanation. The first stage deals with the linguistic features of the texts, which focuses on the experiential, relational, expressive values and metaphor of the text. The second stage deals with the process of the way the texts are produced and received by readers or audience and the last stage deals with the social impact of the texts. Without disregarding Fairclough’s three stages, this research only applies the first and the second stage in order to focus in the linguistic features and the interpretation of the characters in the advertisement. There are two problems approached in this research. For the first problem, the researcher concerns about the experiential, relational, expressive values and metaphor of the text. For the second problem, the researcher semiotically presupposes the character of each scene in the advertisement. This research uses qualitative method to analyze the data. The data are the oral, written and visual text in the advertisement. The data were collected from the transcription from the video of the advertisement. In conclusion, the text producer’s vocabulary choice shows: Jokowi is not only part of Indonesian citizens’ hopes and dreams but he will also work hard to make those hopes and dreams come true, the degree of informality found means the text producer implicitly tells the audience about who Jokowi really is, the text producer tries to persuade the audience to participate in the presidential election and be the life actors of the Indonesia’s real change altogether with Jokowi and also convince the audience that Indonesia needs a president who acts as a real hard worker. Based on the presupposition of the characters in the advertisement, the research also concludes that PDIP tries to gain support for the presidential election from the most influential social classes in Indonesia such academicians and workers. The researcher suggests the next researchers to conduct the same research in some other objects, such as speech and debate, and apply all stages in Fairclough’s Model of CDA.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FBS/2015/171/051504207 |
| Subjects: | 400 Language > 420 English and Old English (Anglo-Saxon) |
| Divisions: | Fakultas Ilmu Budaya > Bahasa dan Sastra Inggris |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 18 Sep 2015 10:47 |
| Last Modified: | 18 Oct 2021 04:31 |
| URI: | http://repository.ub.ac.id/id/eprint/101345 |
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