Khoirul Arifin, Imam (2024) Studi Analisis Penerimaan Khalayak terhadap Iklan Promosi Event Sirkuit Mandalika yang Melibatkan Visual Pejabat Politisi di Lombok, NTB. Sarjana thesis, Universitas Brawijaya.
Abstract
Fenomena visual branding dalam iklan semakin penting karena memengaruhi citra dan penerimaan pejabat politisi, terutama di kalangan milenial dan Gen Z yang apatis terhadap politik. Penggunaan elemen lokal seperti Sirkuit Mandalika dalam iklan yang dilakukan pejabat politik bertujuan menarik perhatian pemilih muda, namun seringkali kurang autentik dan menimbulkan persepsi negatif terhadap politisi dan acara yang dipromosikan. Penelitian ini bertujuan guna mengetahui representasi dan penerimaan masyarakat Milenial dan gen Z terhadap iklan promosi sirkuit Mandalika yang melibatkan visual pejabat atau politisi. Penelitian ini menggunakan metode kulaitatif dengan teori reception analysis milik Stuart Hall. Penelitian ini menggunakan focus group discussion (FGD) kepada informan yang melihat iklan dan tergolong generasi Milenial dan Z, dengan metode purposive sampling. Analisis semiotika Roland Barthes digunakan untuk mengetahui representasi iklan, dan dikomparasikan dengan penerimaan khalayak berdasarkan hasil focus group discussion (FGD) yang diklasifikasi untuk mendapatkan hasilnya menggunakan three hypothetical positions yang dikemukakan Stuart Hall. Kesimpulan dari penelitian ini menunjukkan bahwa penggunaan visual wajah politisi dalam iklan promosi Sirkuit Mandalika cenderung ditolak oleh generasi Milenial dan Gen Z, yang lebih menekankan pemisahan antara politik dan olahraga. Generasi Milenial umumnya skeptis terhadap politisasi dalam promosi, sementara Gen Z lebih tegas menolak politisasi dan menuntut integritas serta etika dalam kampanye politik. Implikasi teoritis dari penelitian ini menunjukkan perlunya revisi dalam strategi komunikasi politik, dengan menekankan pentingnya keaslian dan pemisahan antara politik dan aspek kehidupan lainnya untuk mengurangi resistensi dari pemilih muda.
English Abstract
The phenomenon of visual branding in advertising is increasingly important because it affects the image and acceptance of politicians, especially among millennials and Gen Z who are apathetic to politics. The use of local elements such as the Mandalika Circuit in advertisements by political officials aims to attract young voters, but is often less authentic and creates a negative perception of politicians and the events they promote. This research aims to determine the representation and acceptance of the Millennial and Gen Z community towards promotional advertisements for the Mandalika circuit involving visuals of officials or politicians. This study uses a qualitative method with Stuart Hall's reception analysis theory . This study uses focus group discussion (FGD) to informants who see advertisements and are classified as Millennials and Z generations, using a purposive sampling method. Roland Barthes' semiotic analysis was used to determine the representation of advertising, and was compared with audience acceptance based on the results of a classified focus group discussion (FGD) to obtain the results using the three hypothetical positions proposed by Stuart Hall. The conclusion of this study shows that the visual use of politicians' faces in promotional advertisements for the Mandalika Circuit tends to be rejected by the Millennial and Gen Z generations, who emphasize the separation between politics and sports. Millennials are generally skeptical of politicization in promotions, while Gen Z is more adamant in rejecting politicization and demanding integrity and ethics in political campaigns. The theoretical implications of this study point to the need for revision in political communication strategies, emphasizing the importance of authenticity and separation between politics and other aspects of life to reduce resistance from young voters.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 052411 |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Annisti Nurul F |
| Date Deposited: | 17 Dec 2024 04:30 |
| Last Modified: | 18 Dec 2024 07:22 |
| URI: | http://repository.ub.ac.id/id/eprint/234004 |
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