Abstract
Gerindra presented an ad under the title of “Indonesia Bergerak Bersama Gerindra dan Rakyat version Sarjana Kerja Kerja Kerja!”, but due to the use of symbols and visualization, it became viral and caused controversy in the community. This study aims to determine the opinion of millennials response after watching the ads. The research is qualitative research approach used is the analysis of the reception, the technique of collecting data is using interviews, observation and document analysis. The theory used to analyze the meaning of the audience is the encoding-decoding, reception analysis theory and new media theory. The result of this study indicate three position of millennials reception, namely a dominant, negotiated, and oppositional position. In the dominant position, it’s considered as a good political ad because it successfully criticizes the government by presenting the reality of the existing problems. In the negotiating position, millennials saw the ads containing a message of criticism without a solution, in this condition millennials refused some symbols such as the use of profession symbols and titles in it, while in the opposition position, millennials considered the ads irrelevant and interpret it as a black campaign. There are several factors that become the benchmark of the millennials in perceiving that ads in social media like the character of millennials, education background, job, experience and view or tendencies to political parties. This research contributes in the form of policy recommendations to the Gerinda Party to pay more attention to solutions to criticism of advertising so as not to cause new problems.
Highlights
The development of information and communication technology in the current era of globalization has a major influence on aspects of people's lives, including in communicating and seeking information
Based on the results of the analysis described, the results of this study can be summarized: 1) The position of the millennial generation's meaning on the Indonesia Bergerak Bersama Gerindra dan Rakyat versi Sarjana Kerja Kerja Kerja! ads on social media produces a variety of meanings
Referring to Stuart Hall's theory, meaning is grouped into three positions, namely dominant hegemony, negotiation, and opposition; 2) The meaning of the eight millennial generations in this study is influenced by factors such as differences in background, education, work, and experience or knowledge possessed; 3) Factors of political views and the tendency of one political party to influence the millennial generation in interpreting the advertisement, this can be seen from the meaning carried out by the millennial generation in a dominant position; 4) There are two millennial generations in the dominant position
Summary
The development of information and communication technology in the current era of globalization has a major influence on aspects of people's lives, including in communicating and seeking information. The hig h rate social media usage in Indonesia is used by several parties as an advertising. The current advertising activity is carried out by producers or service providers, and political parties and leaders who have certain interests, social media is used for campaign. Ads look a little bit sensitive because this ad involved a several jobs such as online motorcycle drivers, photographers, doormans, and valet parking services. This ad caused a controversy because its considered degrading and detrimental to some parties, which has its own interpretation among millennials (Boer, 2013)
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