Abstract
The election of the head of the region would be held by government. It brought its own benefits to the campaign team. It was easy to find even before the pairing, the candidates who would forward to show his face in a billboard or banner on the sidewalk. Their poses for religious festivities or bright invokes blessings. They described in doing many positive activities to attract people's sympathy. Many governor candidates used outdoor media to advertise them in the governor election last June. Generally they showed self-advertising positively, memorable, and interesting. There were characteristics that highlighted. So, prospective voters would remember and did not hesitate to vote. This was the usual way of using elaboration likelihood theory either on peripheral routes or central routes. The central route involved critical thinking that peripheral routes did not do that. This theory was also associated with the behavior of people’s vote. The results of this conceptual study showed the finding that visible things are visually capable of capturing unselected voters with peripheral routes. In the other hand, voters who used the central route were given a lot of informative information to reinforce belief.
Highlights
The election of the head of the region would be held by government
Prospective voters would remember and did not hesitate to vote. This was the usual way of using elaboration likelihood theory either on peripheral routes or central routes
The central route involved critical thinking that peripheral routes did not do that. This theory was associated with the behavior of people’s vote. The results of this conceptual study showed the finding that visible things are visually capable of capturing unselected voters with peripheral routes
Summary
Teori ini menjelaskan berbagai cara orang dalam mengevaluasi informasi yang diterima. Ketika orang memiliki motivasi yang rendah, orang cenderung menggunakan jalur periferal untuk memproses informasi. Sedangkan jika melalui rute sentral, motivasi untuk mengolah pesan tinggi dan melibatkan proses berpikir kritis. Kegiatan berpikir kritis ini dipengaruhi oleh motivasi dan kemampuan, jika seseorang memiliki motivasi yang kuat akan memilih rute sentral, sebaliknya jika motivasinya lemah akan memilih rute periferal. Ketika seseorang telah memiliki pemikiran mengenai suatu pesan yang diterimanya, kemudian akan diintegrasikan pemikiran barunya itu ke dalam struktur kognitif secara keseluruhan. Sebaliknya, ketika motivasi atau kemampuan seseorang untuk memproses informasi mengenai isu yang relevan rendah, persuasi dapat terjadi pada rute periferal dimana proses yang muncul oleh isyaratisyarat sederhana dalam konteks persuasi mempengaruhi sikap. Pendekatan sosiologis atau tipe pemilih tradisional memiliki orientasi ideologi yang sangat tinggi dan tidak terlalu melihat kebijakan parpol atau kandidat sebagai sesuatu yang penting dalam pengambilan keputusan. Pendekatan pragmatis yaitu pendekatan yang menganggap bahwa pemilih akan memilih kandidat yang mendatangkan keuntungan yang sebesar-besarnya dan menekan kerugian
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