Abstract
In connection with general elections, the role of political advertising is very important because it is considered to be a political engine for candidates in an effort to show their existence and efforts to attract and gain support during the campaign period. The use of identity in political advertising is used to influence voters' political choices. The 2018 North Sumatra regional election was attended by two pairs of candidates who met the requirements of the KPU. They are Edy Rahmayadi and Musa Rajeck Shah who are familiarly called Ijeck (Eramas) and Djarot Saiful Hidayat and Sihar Sitorus (Djoss). The two candidates played the issue of identity together in their political advertisements. This study aims to explain what identities are used in the candidates' political advertisements. From the results of the study it can also be concluded that the issue of identity politics can still be seen from the advertisements of both pairs of candidates and they also use identity issues to increase support.
Highlights
In connection with general elections, the role of political advertising is very important because it is considered to be a political engine for candidates in an effort to show their existence and efforts to attract and gain support during the campaign period
This study aims to explain what identities are used in the candidates' political advertisements
Politik Identitas Etnis : Pergulatan Tanda Tanpa Identitas
Summary
Politik identitas pada hakikatnya adalah suatu gerakan sosial yang ingin mengubah kondisi masyarakatnya. Kedua pasang kandidat tidak secara terang-terangan menggunakan isu politik identitas untuk menarik dukungan pemilih. Namun masyarakat Sumatera Utara pada umumnya dapat merasakan konflik antar identitas. Dua hal yang paling menarik selama masa kampanye adalah mencuatnya isu putra daerah berkaitan dengan etnis dan keagamaan. Para kandidat sama-sama memainkan isu putra daerah. Pasangan Djoss juga memainkan isu putra daerah dengan menggadang Sihar Sitorus selaku putra daerah asli Sumatera Utara namun Djarot hanya dianggap pendatang. Pasangan Djoss juga mengedepankan identitas etnis Jawa karena di Sumatera Utara sendiri populasi penduduk bersuku Jawa cukup besar. Dapat dilihat dalam kampanye Djoss, mereka melakukan pendekatan dengan organisasi-organisasi kepemudaan khususnya organisasi pujakesuma namun pada kenyataanya Forum Komunikasi
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