INDONESIA'S FUTURE LEADERS IN THE 2024 PRESIDENTIAL ELECTION ONLINE POSTERS: A Systemic Functional Multimodal Discourse Analysis

Gina Fitria Sudrajat, - (2024) INDONESIA'S FUTURE LEADERS IN THE 2024 PRESIDENTIAL ELECTION ONLINE POSTERS: A Systemic Functional Multimodal Discourse Analysis. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu/

Abstract

Poster politik online merupakan alternatif yang baik untuk mengkomunikasikan strategi komunikasi kampanye politik karena lebih interaktif dibandingkan dengan iklan tradisional. Penelitian ini berfokus pada penemuan bagaimana kombinasi elemen verbal dan visual dalam poster pemilihan presiden bekerja sama untuk merepresentasikan para kandidat, serta apa makna dari representasi tersebut untuk personal branding para kandidat. Menggunakan Systemic Functional Multimodal Discourse Analysis (SF-MDA), penelitian ini memanfaatkan Systemic Functional Linguistics dari Halliday (1994) untuk menganalisis mode verbal, Visual Grammar dari Kress dan van Leeuwen (2006) untuk menganalisis mode visual, dan Intersemiotic Framework Analysis dari Unsworth (2006b) untuk menganalisis hubungan antara mode verbal dan visual. Penelitian ini menemukan bahwa mode verbal dan visual yang digunakan dalam poster pemilihan presiden secara ideasional bekerja sama melalui jenis hubungan intersemiotik berupa ekspansi (expansion) dan proyeksi (projection). Dua tipe yang ditemukan dalam analisis data dapat diimplikasikan ke dalam dua dari delapan hukum personal branding. Online political posters are a great alternative to communicate political campaign communication strategies since they are more interactive than traditional advertising. The research focused on discovering how the combination of verbal and visual elements in presidential election posters works together to represent the candidates, as well as what the representation means for candidates' personal branding. Using the Systemic Functional Multimodal Discourse Analysis (SF-MDA), the research employed Systemic Functional Linguistics from Halliday (1994) to analyze the verbal modes, Visual Grammar from Kress and van Leeuwen (2006) to analyze the visual modes, and Intersemiotic Framework Analysis from Unsworth (2006b) to analyze the relations of the verbal and visual modes. The research found that the verbal and visual modes used in the presidential election posters ideationally work together through intersemiotic relation type of expansion and projection. The two types found in the data analysis can be implied into two of the eight laws of personal branding.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Gina+Fitria+Sudrajat ID SINTA Dosen Pembimbing: Budi Hermawan: 6728996
Uncontrolled Keywords: Makna ideasional, intersemiotik, multimodalitas, poster politik. Ideational meaning, intersemiosis, multimodality, political posters.
Subjects: P Language and Literature > PR English literature
Divisions: Fakultas Pendidikan Bahasa dan Sastra > Jurusan Pendidikan Bahasa Inggris > Program Studi Bahasa dan Sastra Inggris (nonpendidikan)
Depositing User: Gina Fitria sudrajat
Date Deposited: 03 Oct 2024 09:31
Last Modified: 03 Oct 2024 09:31
URI: http://repository.upi.edu/id/eprint/126698

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