Astuti, Ratna Puji (2024) REPRESENTASI CITRA POLITIK PARTAI AMANAT NASIONAL (PAN) DALAM VIDEO KLIP “LAGU PAN PAN PAN TERDEPAN BANTU RAKYAT”. Other thesis, UPN Veteran Yogyakarta.
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Abstract
xiii
ABSTRAK
Partai Amanat Nasional (PAN) sebagai peserta Pemilu 2024 baru saja merilis video
klip berjudul “Lagu PAN PAN PAN Terdepan Bantu Rakyat” di Youtube PAN TV.
Video klip tersebut merupakan strategi PAN untuk mempromosikan dan
membangun citra politik partainya dalam rangka Pemilu 2024. Strategi melalui lagu
PAN PAN PAN di media sosial dilakukan karena mayoritas pemilih Pemilu 2024
didominasi oleh pemilih pemula atau generasi z. Selain itu, karena pembangunan
citra politik erat kaitannya dengan media massa. Lirik lagu, visualisasi, dan gerakan
yang menarik menjadikan video klip tersebut kemudian menjadi viral dan trending
di media sosial. Penelitian ini bertujuan untuk mengetahui representasi citra politik
Partai Amanat Nasional (PAN) dalam video klip “Lagu PAN PAN PAN Terdepan
Bantu Rakyat” dengan menggunakan analisis semiotika Charles Sanders Pierce.
Penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan
deskriptif-interpretatif. Hasil penelitian menunjukkan representasi citra politik
Partai Amanat Nasional (PAN) dalam video klip “Lagu PAN PAN PAN Terdepan
Bantu Rakyat” adalah meskipun terdapat konflik dalam PAN, PAN tetap
menunjukkan partai politiknya sebagai partai politik yang kompak, solid, dan
bertendensi pada masyarakat.
Kata Kunci : Citra Politik, Semiotika, Representasi, Partai Amanat Nasional
xiv
ABSTRACT
Partai Amanat Nasional (PAN) as a participant in the 2024 Election has just
released a video clip entitled "Lagu PAN PAN PAN Terdepan Bantu Rakyat" on
PAN TV Youtube channel. The video clip is PAN's strategy to promote and build
the party's political image in the context of the 2024 Election. The strategy, through
the song PAN PAN PAN on social media, was carried out because the majority of
voters in the 2024 Election are dominated by beginner voters or generation z. Apart
from that, the development of a political image is closely related to the mass media.
The song's lyrics, visualization and interesting movements made the video clip go
viral and trending on social media. This research aims to know the political image
representation of the Partai Amanat Nasional (PAN) in the video clip "PAN Song
PAN PAN Terdepan Bantu Rakyat" using Charles Sanders Pierce's semiotic
analysis. This research uses qualitative research methods with a descriptive-
interpretive approach. Researchers found 9 scenes in the video clip "Lagu PAN
PAN PAN Terdepan Bantu Rakyat" which contains aspects of political image,
namely aspects of cooperation, aspects of power or strength, and aspects of
influence. The results of the research show that the representation of the political
image of the Partai Amanat Nasional (PAN) in the video clip "Lagu PAN PAN PAN
Terdepan Bantu Rakyat" is that even though there is conflict within PAN, PAN still
shows its political party as a political party that is united, solid, and has a tendency
towards society.
Keywords: Political Image, Semiotics, Representation, Partai Amanat Nasional
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Political Image, Semiotics, Representation, Partai Amanat Nasional |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 28 May 2024 02:02 |
| Last Modified: | 28 May 2024 02:02 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/39516 |
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