Representation of Legislative Member Candidates of Partai Demokrat on Their Outdoor Political Advertising

Abstract

Political advertising is political marketing that serves to gain voters’ support. Political leaders use advertising as a means of creating their self-images that depict they are ideal figures to lead the nation, thus deserving of being elected in the election. In political advertising, language becomes a powerful medium to instill ideology as well as to obtain and maintain power. Various linguistic devices are used to gain sympathy; attracting one’s attention; creating perceptions concerning existing problems; and controlling the mind, behavior, and values of the public. This article aims to (1) examine how candidates and parties represent themselves in the language of political advertising in the Indonesian elections, (2) examine the pattern of relationship between the candidates and the public that was formed in the language of political advertising in Indonesian elections, and (3) examine the language manipulation that is used for political purposes in the election advertising in Indonesia. In the analysis, the representations of legislative candidates of Partai Demokrat (Democrat Party in Indonesia) were studied. Based on the analysis, the candidates of Partai Demokrat, who will fight for the region, city, or regency--where they will represent their constituencies--focus on unemployment issues and are mostly popular figures. Overall, in their political advertising, the public is always represented as the one that will be fought for, defended, and fostered. Also, the public is always represented as the underdog, subordinate, or marginal entity. On the other hand, the political parties and candidates are always represented as a strong, dominant and advantageous entity.