Mencitrakan Sang Kandidat: Si “Tukang Foto” Iklan Politik

Dewi Sartika Bukit

Abstract


Abstrak

Perkembangan fotografi komersial di Indonesia akhir-akhir ini telah memasuki ranah politik, terutama sejak diberlakukannya sistem demokrasi langsung. Masyarakat menentukan pilihan mereka melalui pendekatan para kandidat dan calon, baik berupa kampanye maupun melalui iklan-iklan politik yang hadir di media massa, maupun berupa cetak billboard dan selebaran. Dalam iklan-iklan politik, terutama ikan luar ruang, kandidat yang dianalogikan sebagai produk, dipotret dan dikemas dalam sebuah desain iklan yang membawa pesan-pesan penting berupa pencitaan dan direduksi dalam sebuah gambar. Dengan demikian, fungsi fotografer iklan baik secara teknis maupun ide memberi pengaruh yang besar terhadap pencitraan kandidat, yang secara tidak langsung berpengaruh terhadap jalannya negara selanjutnya setelah kandidat tersebut melaju ke urusan birokrasi negara. Di samping itu, permasalahan ekonomi yang berbanding lurus dengan pencitraan kandidat dalam iklan-iklan politik, ternyata menyimpan kemelut yang kompleks.

 

Abstract

Imaging the Candidate : the “Photographer” of Politic Ads. Lately, the development of commercial photography in Indonesia has entered the realm of politics, especially since the system of direct democracy has been enacted. Communities determine their choice through the candidates and prospective nominees, either through campaigns or political advertisements presented in mass media, as well as on billboards and flyers printed form. In political ads, especially the outdoor ads, the candidate analogized as product, were photographed and packaged in advertisement design carrying important messages in the form of imagery and reduced in an image. Thus, the function of advertising photographers, both technically and in ideas, giving major influences on imaging the candidate, which indirectly affect the course of the country once the candidate proceeds to the affairs of the state bureaucracy. In addition, the economic problems which unfortunately are in direct proportion to the imaging candidate in the politics ads, turn out keeping a complex crisis.


Keywords


photographers; commercial photography; political advertising

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References


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DOI: https://doi.org/10.24821/rekam.v12i1.1381

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