| Summary: | This research is to explain the politic of identity by Foke-Nara and Jokowi-Ahok on their political advertising during their participations of Governor Election 2012 of DKI Jakarta. Three elements of identity become focus in this research. They are religion identity, ethnic identity, and gender identity.
This is qualitative research. Datum resources come from Foke-Nara�s political advertising and Jokowi-Ahok�s political advertising ever published in Kompas News Paper and Sindo News Paper, the period of June 24, 2012 to July 7, 2012 and September 14 to 16, 2012. Datum analysis technique used in this research is Barthes� semiotic analysis. Practically Barthes� semiotic analysis will examine denotation means and connotation means of identity signifier on Foke-Nara�s political advertising and Jokowi-Ahok�s political advertising.
The research result shows that Foke-Nara and Jokowi-Ahok treated identity in different ways in their participations in Governor Election 2012 of DKI Jakarta. Foke-Nara�s political advertising were targeting Muslims and Betawi people. In denotation meaning Foke-Nara�s political advertising show their Islamic and Betawi identity while in connotation meaning it raises the message that these candidates were supported by Muslims and Betawi people. Foke-Nara�s political advertising containing gender issues help to preserve old discourse, namely the inferior position of women or domestic workers different from Jokowi-Ahok�s political advertising break old discourse. Women are equal to men and they have right to work in public areas. Jokowi-Ahok�s political advertising did not specifically target a particular religion but rather open. For ethnic identity, Jokowi-Ahok�s political advertising tried to become part of Betawi people. This is because these candidates were often regarded as newcomers in Jakarta.
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