Abstract
The banner of political advertising is a medium often used by prospective candidates who will fight in elections. As a medium of information, the installation of banners on crowded major arterial road is believed to be a powerful way to introduce themselves to the voting community. However, the existing phenomenon that political communication contained in the banner of political advertising tend to have the same pattern from year to year without any innovations. Using qualitative methods with social semiotics approach, this research revealed the visual modalities in banner ads of Bandung mayoral candidates for the period of 20182023.Modality is a social semiotics approach to the question of truth in the form of choices in expressing the message. Based on visual modalities analysis, the meaning of truth has low, medium, and high degree. The results of this study are (1) the Ad banners displayed website addresses and social media accounts to make it easier for audiences to seek additional information about prospective candidates (high modalities); (2) The ad banners displayed the headline of candidates and taglines (jargon) in accordance with the vision offered (high modalities); (3)the Ad banners displayed Bandung locality issues around happiness, beauty, comfort, until Bandung Creative (low modalities); (4) The target audience of the ad banners Bandung mayor candidates are students and college students (medium modality).
Highlights
PENDAHULUAN Sebuah poster atau spanduk ditujukan untuk memberikan informasi kepada audiens melalui elemenelemen visual yang terkandung di dalamnya
The banner of political advertising is a medium often used by prospective candidates who will fight in elections
The existing phenomenon that political communication contained in the banner of political advertising tend to have the same pattern from year to year without any innovations
Summary
Menggunakan metode kualitatif dengan pendekatan semiotika sosial, penelitian ini mengungkapkan modalitas visual dalam spanduk iklan bakal calon walikota Bandung periode 2018-2023.Modalitas adalah pendekatan semiotika sosial ke pertanyaan tentang kebenaran berupa pilihan-pilihan cara ungkap dalam penyampaian pesan. Umumnya spanduk itu menampilkan fotobakal calon dan namanya dengan dibumbui kalimat singkat tentang visi calon jika menjadi kepala daerah atau tagline (jargon).Entah kebetulan atau tidak, elemen visual yang ditampilkan spanduk pilkada tersebut pada umumnya mirip antara yang satu dengan yang lain (Gambar 2). Khalayak cenderung mengembangkan cara untuk memaknai tanda dengan menggunakan kode-kode yang lebih tinggi nilainya dalam proses sosial.Teks visual menyiratkan konten peniruan yang sebagai teks anchor memiliki nilai modalitas berdasarkan kesamaannya dengan pengalaman siapapun yang menilai modalnya.Iklan sebagai sebuah tanda juga akan melalui proses pengkodean ketika berada di lingkungan sosial. Tapi jika ingin mengetahui lebih jauh siapa calon yang muncul di spanduk iklan, responden bisa mencarinya melalui internet atau media sosial yang juga dicantumkan dalam spanduk iklan tersebut
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