Politik Identitas dalam Iklan Politik pada Pemilihan Kepala Daerah Sumatera Utara 2018

Abstract

In connection with general elections, the role of political advertising is very important because it is considered to be a political engine for candidates in an effort to show their existence and efforts to attract and gain support during the campaign period. The use of identity in political advertising is used to influence voters' political choices. The 2018 North Sumatra regional election was attended by two pairs of candidates who met the requirements of the KPU. They are Edy Rahmayadi and Musa Rajeck Shah who are familiarly called Ijeck (Eramas) and Djarot Saiful Hidayat and Sihar Sitorus (Djoss). The two candidates played the issue of identity together in their political advertisements. This study aims to explain what identities are used in the candidates' political advertisements. From the results of the study it can also be concluded that the issue of identity politics can still be seen from the advertisements of both pairs of candidates and they also use identity issues to increase support.

Menangkal Politik Identitas: Analisis Kemenangan HT-Zadi pada Pemilihan Bupati Kepulauan Sula Tahun 2015

“…Politik identitas etnik dimanfaatkan sebagai kekuatan politik dalah hal perebuatan kekuasaan pada pemilihan kepala daerah. Dalam penelitian lainnya oleh Faraidiany, Kusmanto, & Warjio (2019), di Sumatera Utara politik identitas dibangun melaui iklan politik oleh pasangan Djarot Saiful Hidayat dan Sihar Sitorus. Isu politik identitas sengaja dimainkan untuk menaikkan dukungan dari publik Sumatra Utara.…”

The Vortex of Identity Politics in Medan City

“…However, in practice, identity politics and identity politics are related to one another. Identity politics bases itself on a political identity that is owned, whether in the form of hereditary / ethnicity or from a deliberately shaped background such as educational, economic and cultural backgrounds (Faraidiany et al, 2019;Amin & Sembiring, 2018;Dauly et.al., 2019;Syofian et.al., 2020).…”

The role of online mass media as a tool for the 2019 political campaign in Indonesia

“…In political campaigns, candidates must be able to lead public opinion in the election. For instance, Faraidiany et al (2019) analysed the victory of the candidate in the Governor of North Sumatra election. The candidates used media advertisements to lead public opinion.…”

“…Currently, the most powerful influence is how to design the image of a candidate or political party that has a positive effect on the candidate. For example, in the governor's political contestation in North Sumatra, candidates use media advertisements as a means of political campaigns (Faraidiany et al, 2019).…”