ABURIZAL BAKRIE: DOMINASI IKLAN POLITIK & PERILAKU PEMILIH PEMULA DI KOTA YOGYAKARTA
This study explains the influence of political advertisement on the political perception of first-time votersin Yogyakarta. Currently available theory takes two approaches: pluralistic approach that considers media having objectivity and no interest, and domination approach that thinks media is a po...
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2014
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| Summary: | This study explains the influence of political advertisement on the political
perception of first-time votersin Yogyakarta. Currently available theory takes two
approaches: pluralistic approach that considers media having objectivity and no
interest, and domination approach that thinks media is a political tool for certain
group. Condition in Indonesia today in which many media entrepreneurs emerge
as political candidates is obviously relevant to the media domination approach.
The argumentation of this study is that mass media is an instrument for capitalist
as also political candidate to influence first-time voters� perception. Only the
candidate or party with strong financial backing can compete to win the perception.
It can be proved by measuring the influence of media (political advertisement) held
by candidate to the perception of first-time voters, and new aspect of the
argumentation is to focus the study on the voters. This study uses quantitative
method using surveys of first-time voters in Yogyakarta. 350 third-year students of
private and public senior high schools in Yogyakarta become samples with a
margin of error of 5%. Cluster random sampling is used to select respondents
representing 10 sub districts in Yogyakarta.
The survey results show that political advertisements of Aburizal Bakrie are
frequently showed on television. Indicators for measuring are television as the main
information source, television watching routine, and personalization and emotional
dimension about Aburizal Bakrie in the advertisement |
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