Depiction of Pandemic in Indonesia Local Election 2020 Political Advertising

Robby Firmansyah; Dwi Marianto

doi:10.24821/ijcas.v8i2.6306

Depiction of Pandemic in Indonesia Local Election 2020 Political Advertising

Robby Firmansyah, Dwi Marianto

Abstract

Abstract

In the last quartal of 2020, during the Covid-19 pandemic, local elections were held in various cities and provinces in Indonesia. As a result of the public awareness of the pandemic situation and the urgent need for solutions to its implications, the Covid-19 pandemic became a suitable theme to be addressed on election campaign media. This paper aims to generate various patterns on how candidates utilized Covid-19 pandemic imageries in their political advertising to establish their personal brand. Thematic analysis was employed to identify the various patterns on how candidates utilized Covid-19 pandemic imageries in their political advertising. 329 Covid-19 related political advertisements from various candidates were reviewed to generate patterns on candidates’ personal brand establishment. The study found that promoting Covid-19 safety protocols, candidates' strategies, and appreciation toward frontline workers became three major themes in depicting the pandemic in Indonesia local elections 2020 political advertising. Covid-19 pandemic-related imageries are employed to perform their informative functions and as a context in which political advertising can perform its persuasive function.

Penggambaran Pandemik pada Iklan Politik Pemilihan Kepala Daerah 2020 di Indonesia

Abstrak

Pada akhir tahun 2020, di tengah merebaknya pandemi Covid-19, dilakukan pemilihan kepala daerah di berbagai kota dan provinsi di Indonesia. Sebagai hasil dari kesadaran masyarakat terhadap situasi pandemi dan pentingnya solusi-solusi dalam menghadapi implikasinya, pandemi Covid-19 menjadi tema yang sesuai untuk dibahas pada media kampanye. Karya tulis ini ditujukan untuk membentuk tema-tema dari penggambaran pandemi Covid-19 yang digunakan oleh kandidat pemilihan pada iklan kampanye dalam membentuk citra dirinya. Analisis tematis digunakan untuk membentuk berbagai pola mengenai penggambaran pandemi Covid-19 yang digunakan oleh para kandidat pada iklan kampanyenya. 329 iklan kampanye terkait pandemi Covid-19 dari berbagai kandidat dikaji untuk menghasilkan pola-pola pembentukan citra diri kandidat pemilihan. Kajian ini membentuk tiga tema dari penggambaran pandemi pada iklan kampanye politik pemilihan kepala daerah 2020 yang berupa: mempromosikan protokol keamanan Covid-19, strategi kandidat, dan apresiasi terhadap pekerja garda depan Covid-19. Penggambaran terkait Covid-19 pada iklan kampanye tidak hanya digunakan untuk menjalankan fungsi informatif iklan kampanye, tetapi juga untuk menjalankan fungsi persuasifnya.

Keywords

pandemic, politics, advertising, personal brand | pandemi, politik, iklan, citra diri

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DOI: https://doi.org/10.24821/ijcas.v8i2.6306