Negative Campaign Dalam Pemilihan Presiden 2014

Kusuma, Putri Dima (2017) Negative Campaign Dalam Pemilihan Presiden 2014. Sarjana thesis, Universitas Brawijaya.

Abstract

ungan antara pasangan Prabowo – Hatta Rajasa dan Joko Widodo – Jusuf Kalla. Kontestasi dua kandidat juga termanifestasi dari sengitnya desain kampanye yang dibangun dua kandidat hingga memunculkan negative campaign. Data penelitian negative campaign sebagian besar atau bias diklaim seluruhnya berasal dari pemberitaan media online baik nasional maupun lokal. Penggunaan media online karena basis data yang cenderung mudah diakses dan menjadi sangat massif digunakan selama Pilpres 2014. Analisa menggunakan adaptasi konsep negative campaign Luciano Carrarodan dan Luigi Castelli. Konsep yang menekankan anlisa pada tiga tipe analisa yang digunakan sebagai indicator penelitian yakni negative ideological, negative issued-based, dan personal issued-based. Hasil penelitian menunjukkan personal issued based menjadi paling aktif digunakan untuk menyerang kandidat lawan pada Pilpres 2014. Selain itu, komposisi negative campaign yang dialamatkan pada Prabowo lebih dominan dibandingkan Joko Widodo. Kuatnya personal Prabowo menjadi alasan mendasar masifnya serangan negative campign terhadap dirinya. Selain itu, hasil penelitian juga menunjukkan perluasan definisi negative campaign bagi pemahaman di Indonesia. Negative campaign tak jarang diidentikkan beberapa ahli atau penulisan media sebagai black campaign. Praktik black campaign yang pada akhirnya lebih condong diarahkan pada pasangan Joko Widodo – Jusuf Kalla.

English Abstract

This research departs from the phenomena of the 2014 Presidential Election which presents a battle between Prabowo – Hatta Rajasa and Joko Widodo – Jusuf Kalla. Two candidates contest also manifested from the fierce campaign design that built two candidates to bring up a negative campaign. Negative campaign data is largely or can be claimed entirely from online media coverage both nationally and locally. The use of online media because of databases that tend to be easily accessible and become very massive used during the 2014 election. Analysis using adaptation of negative campaign concepts Luciano Carraro and Luigi Castelli. Concepts that emphasize analysis on three types of analysis used as a research indicator that is negative ideological, negative issued-based, and personal issued-based. The results showed that personal issued based became the most actively used to attack the opposing candidate in the 2014 presidential election. In addition, the negative campaign composition addressed on Prabowo is more dominant than Joko Widodo. Prabowo's personal strength is the fundamental reason for the massive negative campaign attack against him. In addition, the results of the study also show the expansion of the neural campaign definition for understanding in Indonesia. Negative campaign not often identified some experts or writing media as a black campaign. Black campaign practices are ultimately more geared towards the couple Joko Widodo – Jusuf Kalla.

Other obstract

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Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FIS/2017/735/051708020
Uncontrolled Keywords:	Pilpres 2014, negative campaign, media online
Subjects:	300 Social sciences > 324 The political process > 324.7 Conduct of election campaigns > 324.72 Strategy
Divisions:	Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Pemerintahan
Depositing User:	Budi Wahyono Wahyono
Date Deposited:	06 Nov 2017 03:36
Last Modified:	05 Nov 2024 03:37
URI:	http://repository.ub.ac.id/id/eprint/4894

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