FILM DAN KONSTRUKSI CITRA POLITIK ( Analisis Wacana Politik Pencitraan dalam Film Jokowi )

Kartinawati, Erwin (2015) FILM DAN KONSTRUKSI CITRA POLITIK ( Analisis Wacana Politik Pencitraan dalam Film Jokowi ). Jurnal Komunikasi Massa, 7 (2). pp. 133-176.

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Abstract

Film can be used as a mean to introduce a public figure. Jokowi, one of it. Analysis of Teun Van Dijk model revealsdiscourse that carried in the film, namely Jokowi as someone who really deserves to be a leader. Everything that in Jokowi arelike requirements that must have been by a leader. This discourse is constructed through political image as an interesting and positive personality, that are smart and intelligent; appreciates pluralism; religious; honestly, doesn’t tempt to bribe, brave; family and filial affection towards parents; philanthropist; humble, humanizing fellow; leadership talent; hard worker, love the culture; faithful, and not involved in banned organizations. Philosophy of Java leadership, especially related to politic and power is source of image construction seen byusing of symbols, phrases and terms in the film. This paper reinforces the view thatsoft campaign can be an effective mean of gaining more public attention besides open or direct campaign (hard campaign).

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