ANALISIS PERSEPSI MASYARAKAT PADA KOMUNIKASI POLITIK PUAN MAHARANI (BALIHO JAGA IMAN, JAGA IMUN, INSYA ALLAH AMAN, AMIN)

Abstract

In this development, visual communication is not only used for an art design or entertainment. Because in this reality, visual communication is also often used by political actors to convey a message that contains the interests and benefits for the wider through political advertising. Like what Puan Maharani did in using billboards as a means for political communication. Through the installation of these billboards, the public gave a lot of responses, both from a positive or negative point of view. This study aims to uncover how the public perceives the installation of billboards in the midst of the current Covid-19 pandemic. Supported by the theory of reception analysis and media ecology which will reveal how the public receives the stimulus through the installation of the billboards, as well as through a constructivist paradigm that will see how the public behaves. This study uses a descriptive qualitative analysis method with a reception analysis approach that produces a variety of public's responses. The results of this study are in the form of public's responses, some of which are in a dominant position towards the installation of billboards as a form of political communication, people in a negotiating position who think that the installation of billboards is good but still not appropriate because it does not affect for them, as well as people with an opposition position who consider that the installation of the billboards was only used as an object for Puan Maharani in gaining votes for the upcoming 2024 general election agenda.