slogan politik dan dukungan masyarakat...
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SLOGAN POLITIK DAN DUKUNGAN MASYARAKAT PADA KAMPANYE PEMILIHAN GUBERNUR SULAWESI SELATAN
DI MAKASSAR
THE POLITICAL SLOGANS AND PEOPLE’S SUPPORT IN SOUTH SULAWESI GOVERNOR CAMPAIGN IN MAKASSAR
Dewi Magfirah, Stanislaus Sandarupa, Sukmawati
Bagian Sastra Inggris, Program Pasca Sarjana Universitas Hasanuddin
Alamat Korespondensi: Dewi Magfirah BTN Palu Cipta Blok H/23 Maros, 90511 HP: 085242787456/085255018456 Email: dhewy_anglophile@yahoo.com
Abstrak
Penelitian ini bertujuan untuk (1) mengetahui slogan politik yang digunakan pada kampanye pemilihan gubernur Sulawesi selatan dan menjabarkan maknanya. (2) untuk mengungkap intepretasi dan dukungan masyarakat, dan (3) menemukan hubungan antar slogan politik dan dukungan politik. Metode yang digunakan pada penelitian ini adalah metode kualitatif dan kuantitatif deskriptif. Teknik pengumpulan data yang digunakan yaitu (1) teknik pengamatan (2) teknik dokumentasi (3) teknik daftar pertanyaan (langsung dan tidak langsung), dan (4) teknik wawancara (langsung dan tidak langsung). Data primer pada penelitian ini yaitu slogan politik yang diperoleh dari baliho, surat kabar, dan internet selama masa kampanye yakni Juni 2012 – Januari 2013 dan 200 orang responden yang merupakan warga kota makassar. Adapun data pada penelitian ini berdasarkan sample Purposive, Hasil dari penelitian ini mengindikasikan bahwa untuk memperoleh simpati masyarakat, politikus membuat slogan-slogan politik untuk menyampaikan visi danmisi mereka, juga terdapat slogan politik yang menjadi media untuk memuji pasangan calon gubernur dan wakil gubernur. Pada dasarnya semua slogan politin mmiliki tujuan yang sama, yakni untuk memperoleh dukungan masyarakat pada pemilihan gubernur Sulawesin Selatan. Dengan mengimplementasikan metodologi penelitian, peneliti memperoleh beberapa alasan dukungan politik. Ada bebrapa responden yang menjadikan slogan politik sebagai alasan utama dukungan politik. Namun ada pula responden yang mengaku memiliki alasan utama lainnya, dan menjadikan slogan politik sebagai faktor pendukung. Faktor-faktor dukungan tersebut dibagi menjadi dua faktor, yakni faktor kognitif dan affektif
Kata kunci: slogan politok, komunikasi politik, fukungan politik, semiotik Abstract This research aims to (1)know political slogans and to describe those meaning being employed in South sulawesi governor campaign, (2) reveal the people’s interpretation and support to those political slogans, and (3) find the relationship between political slogans and people support. This research aims to (1)know political slogans and to describe those meanings being employed in South Sulawesi governor campaign, (2) reveal the people’s interpretation and support to those political slogans, and (3) find the relationship between political slogans and people support. The method used in this research was descriptive qualitative and quantitative method. The data were collected through (1) observation (2) documentation (3) questionnaire (direct and indirect), and (4) interview (direct and indirect). The primary data in this research were political slogans from billboard, newspaper and internet during governor campaign in South Sulawesi, from July 2012-January 2013 and from 200 respondents which are citizen of Makassar. The data in this research was chosen by purposive sampling. The result of this research indicates that in getting people’s sympathy, politicians make some political slogans as media for delivering visions and missions, and there are also political slogans which become media in praising the candidates of governor and vice governor. All political slogans have a same purpose, that is to get supports from people of South Sulawesi in the governor election. Finally, by implementing the research methodology, the researcher found some reasons of political support. There are respondents who make political slogans as a primary factor of their political supports. However, there are also respondents who have other factors as the reasons of their support, and political slogans only become a supporting factor. Those factors divided into two factors, which are cognitive and affective factor. Key Words: Political slogan, political communication, political support, semiotic
INTRODUCTION
Language is the life blood of politics. Political power struggles, and the
legitimization of political policies and authorities occur primarily through discourse
and verbal representations. Language in politic is generally used as political strategy
for political images. The language used by politician and political parties could
determine their images in society. Politician in this sense is a person engaged in
political parties as a profession, he is a seeker or holder of public office, who is more
concerned about winning favor or retaining power than about maintaining
principles.
Political language is basically used as a powerful tool in winning the support
of both the public and national lawmakers, but more particular at moments of crisis
over which a nation may clearly be divided. Whether in office or in opposition,
political leaders who deliver public speeches within a national context tend to
manipulate language to best-suit the rhetorical mode or genre they choose to convey
a message through in an effort to gain political advantage, maintain power, or shirk
responsibility. The term of political language has been published by many
reseachers like Byron Bland (Political language for peace, 2003), Barboza R. Filho
(Political Language and Rights), Hahn, D.F. (Political language: The art of saying
nothing, 1989), Hudson, K. (The language of modern politics, 1978). Kaid &
Wadsworth (Political campaign communication, 1985) and Omozuwa (A Stylistic
Analysis of the Language of Political Campaign in Nigeria, 2008).
The governor candidates for South Sulawesi have done lots of efforts to
attract people’s sympathy and attention, for example, the slogans choice apply a
standardized national language and the slogans with certain local languages or
vernaculars.
Political slogan is the specific one, it is a strategy in political campaign, it is
a text that generally delivers the candidates’ name, message, and goals. Political
slogans can be an integral part of campaign's communications effort. Slogans
present an easy-to-remember way to present candidate's name and message to the
voters.
Nowadays, there are several ways to deliver or publish their undertaking to
society, for example by using media like radio, newspaper, billboard, banner and
more over advertise their purpose in television. Those ways are not without reason
because one of successful keys of political campaign depends on candidate’s
popularity in society (Pahmi, 2010). These are done for particular reason which is to
get the sympathy and attention from the people of certain ethnicities whose
vernaculars are taken as the applied language of the slogans. There are also several
candidates who use certain themes on their political slogans. The actual issues such
as poverty, corruption, religion, gender and the other issues are commonly taken to
attract people’s attention.
Many other researchers have already conducted research on political
language, such as Language and Politics (Chomsky, 2004), Analisis Semiotika Pada
Motto dan Jargon Kampanye Capres Cawapres 2009 (Tahrir, 2009), Symbolic
meaning in the billboards of Makassarese mayors candidates (Masdiana, 2008)
This research aims to (1)know political slogans and to describe those
meanings being employed in South Sulawesi governor campaign, (2) reveal the
people’s interpretation and support to those political slogans, and (3) find the
relationship between political slogans and people support.
In this research, the writer chooses to focus on political language as one of
politicians’ language strategies in order to achieve their objective of winning more
votes. The strategies are used to manipulate the personal character and to optimalize
politician participation in society. Therefore, the researcher chooses the title “The
Political Slogans and People’s Support Analysis in South Sulawesi Governor
Campaign in Makassar”.
In this way, political strategy is strategy that is used by politicians in
branding their images in public. Agung (2011) in his book about Political branding
reveals that there are some political strategies such as political image, public
relation, advertising, personal branding, slogan and community. Slogan as one of
political strategies is the primary data of this study. The data used during campaign
are randomly collected from the printed media.
RESEARCH DESIGN AND METODHOLOGY
Research Design
The method used in this research was descriptive qualitative and quantitative
method. The data were collected through (1) observation (2) documentation (3)
questionnaire (direct and indirect), and (4) interview (direct and indirect).
Research Time
The research took aproximately seven months July 2012-February 2013 in
Makassar.
Population and Sample
The data in this study are political slogans. The researcher limited her choice
only for political slogans of governor campaign in Makassar that would be held on
22nd January 2013. Thus, ten political slogans of governor campaign become the
samples of this study.
There are two kinds of data in this study; they are primary and secondary
data that support each other. The Primary data in this study are the six political
slogans of governor campaign in Makassar. Those slogans are taken from billboards,
newspapers, and Internet.
Secondary data are searched from any resources of information. It could be
references from many fields which might help to get better understanding of the
primary data. Some articles of professional writers in linguistics and social sciences
from online sources and quoted books quoted in order to support and to make this
study reliable. In other words, the primary data functions as the main resource and
the secondary one as supporting resources.
Method of collecting Data
This research is written based on primary data and secondary data. They are
primary and secondary data that support each other. The Primary data in this study
are the six political slogans of governor campaign in Makassar. Secondary data are
searched from any resources of information. It could be references from many fields
which might help to get better understanding of the primary data.
Library research
Library research was applied for collecting data and information which
related to the topic. The writer collected the data and read text books and other
materials that relevant to the topic. Those materials can be taken from central library
of Hasanuddin University and in other sources.
Field research
Field research was applied for collecting the primary data. The researcher
took the primary data from billboards, stickers, newspapers, and leaflet that related
to the object of this research. The researcher also interviewed people or voters to
know their support to the candidates through political slogans.
Observation
The researcher observed the social situation during campaign. Direct
observation was applied as one of research instruments for naturally occurring
conversational data for this research. Natural conversational data means
conversation about peoples’ support in governor election.
Questionnaire
In addition to the observation, the researcher’s methods also included the
questionnaires distribution to obtain a more comprehensive data in this study. The
questionnaires are divided into two types based on the method of questionnaires
distribution. The first type is paper questionnaire (direct questionnaire) and the
second type is online questionnaire (indirect questionnaire). In both questionnaires,
researcher asks some questions about the respondents’ personal background and
some questions that related to the objective study.
Interview
The last method used to obtain data was open-ended or semi structured
interview. The purpose of conducting interviews was to obtain more in-depth
explanation about the study and to confirm the data provided by participants in the
questionnaires.
Internet Searching
In order to get more data, the writer did internet searching as an alternative
way to complete the missing information. Besides, chose this way to find the social
and political context that accompanies the production of the political slogan for the
recorded interviews did not give such information.
FINDING
This chapter presents the result of questionnaires and the interviews with
respondents. The purpose of presenting these findings is twofold: first, to investigate
the people interpretations to the political slogan as primary data and second, to know
the people’s support and then to analyze their motivation.
The result of the questionnaires and interviews are divided into five sections.
The first presents respondents’ personal background. The second section describes
the respondents’ attitudes and supports to political slogans. The third discusses the
reason of respondents in supporting their governor candidates. Section four concerns
the respondents’ interpretation to political slogan. Finally, the section five deals with
the relationship between political slogan and people’s support.
The number of respondent in this study is 200 people. The respondents are
collected by using four techniques of collecting data; direct and indirect
questionnaire (see table.1) and direct and indirect interview (see table.2). The
questionnaires were distributed to 155 respondents from 200 respondents.
Primary data in this study consist of six political slogans of governor election
in South Sulawesi. The slogans were taken from some sources like billboard,
newspaper and internet. Based on the source, political slogans as the primary data
consist of six slogans. The slogans were taken from 3 different sources, two of them
(33%) were taken from billboard, one slogan from newspaper (17%) and three
slogans from internet (50%) (see Chart 1). In this research there are data obtained
from 200 respondents in order to complete the data requirement. Whole respondents
come from different background of age (see table.3), education and occupation, thus
the researcher acquires balance data. Because of those differences, there are then
various interpretations and supports that arise.
As what has been explained before, one’s interpretation, specifically in terms
of politics, is influenced by several factors namely education, social circumstance,
economic condition, ideology, organization and mass media. Therefore,
respondents’ enthusiasm in filling in the questionnaires and having the interviews
are varied. Some respondents are very enthusiastic when the researcher asks for their
time to participate and gives some questions related to this research. However, there
are also some respondents who are not too enthusiastic in filling in the data, even
there are some people who initially refuse to become respondents although finally
they are willing to become ones.
Talking about interpretation of primary data in this research, it is found to be
varied. For instance, Daeng Dinging (38 years old), when the researcher asked about
the meaning of the slogan of “New Spirit”, he simply answered that it is Ilham
(nickname of Ilham Arief Sirajuddin). Furthermore, there is also a respondent who
sees it so deeply, Yoga for instance, he said that the slogan of new spirit is a
persuasion for people of South Sulawesi to elect their new leaders who are
considered failed in leading the province as well as losing their quality and spirit to
establish South Sulawesi.
Majority of respondents are able to be neutral or objective in this study.
However, there are also some respondents who are subjective because of certain
reasons. The researcher acquires several respondents who are not able to be
objective in filling in their questionnaires, for example Muhammad Endy, he said
that “new spirit means that a new leader, that is Ilham, but how he could lead South
Sulawesi properly if he simply cannot lead a city.” In this case, Muhammad Endy
does not indeed show a partiality on particular candidates of governor, he actually
shows a cynicism to one of candidates of governor in which he personally thinks
that he is failed in leading Makassar city.
In other examples, like the slogan of Rabble’s Fort is Not Greedy. In that
slogan, the researcher also acquires various responses for respondents. There are
positive responses which say that the slogan is a promise of the candidate of
governor and his vice that they will not do any corruptions because they do not look
for wealth. However, there are also some respondents with negative tones answered
that the slogan is a mere promise. For him, all candidates of leader will surely say
that, but the facts that they will forget the promises and their people after being
elected.
DISCUSSION
This study has shown how language gives many contributions in political
communication, especially in political slogans. So far, some researchers also
investigated political language in various contexts, such as Masdiana (2008). She
investigated the symbols used in the billboards of Makassarese Mayors’ candidates
in 2008. In her study, she concludes that symbolic meaning on the connotative
shows that those Mayors candidates are friendly, authoritative, and has religious
figure. The samples were selected purposively; they were 30 billboards from three
Mayor Candidates in Makassar. She analyzed the data descriptively with the
theoretical approach of Pierce and Barthes’ Semiotic, but she did not reveal how
people’s interpretation to the political slogan and relationship between political
slogan and people’s support.
Another related mainstream research tradition has been examined by Jalil,
Opini Pemilih Pemula terhadap iklan politik Pada Pemilihan Walikota Makassar
2008 (2010). He investigated The Analysis of Beginner voters’ opinion of political
advertising in Makassar mayor election in 2008. In his study, he classified the
opinion of beginner voters based on the media of advertisement and the level of
respondents’ interesting. He analyzed quantitatively by using the concept of political
communication approach, but he also did not reveal the participant’s support in the
mayor election.
The researcher devided the research finding in ten factors of political
support. Supporting factors caused the occurrence of political participation or
support in details. This is because the researcher realizes that existence of political
slogans is related to other supporting factors;
First factor is Vision and Mission. In this study, it has been noted that there
are 45% respondents who admit that visions and missions of the candidates of
governor really determine their choices in political participation. However, they give
more respects to the candidates whose primary visions and missions are to eradicate
corruption and make the poor get prospered.
Personal character of the governor candicate are considered important by
27% respondents. In their opinion, the characters reflect their behaviors in making
political decision. There are some respondents who elect the candidate of their
choice because of the candidate’s responsible figure. However there are some
respondents prefer the religious one, for instance Wawa and other responses. They
consider that the character is important to lead South Sulawesi in the future. Other
personal characters that become the reason for political supports by some
respondents are: Firm, Honest, Humble, Clear of corruption, Charismatic, Friendly.
Existence of political party undeniably has a big role in candidacy of its
cadre in politic, including the election of South Sulawesi governor 2013-2018. Some
respondents admit that they elect their choice of candidate because of his political
party which has been trusted for long. There are also respondents who elect one of
the candidates because he is the political cadre or member from the same party,
therefore there is an appraisal which is not neutral and tends to be subjective.
The fourth factor is political slogan. In terms of political slogan, many
respondents admit that political slogans become one of their consideration factors in
determining their choice of governor candidate. They will give more respects to a
candidate of governor who clearly put his visions and missions as his political
slogans. In their point of view, political participation is like buying a thing that we
must know its benefit before we buy it.
Environmental factor also has a big contribution in one’s political
participation. Some respondents said that they initially do not have governor
candidate of their choice. But people in their neighborhood, namely their families
and colleagues, already have one similar governor candidate of their choice. In daily
basis, his neighborhood or people around him often show positive sides belonged to
that candidate and any contributions they have given for South Sulawesi, and thus
his political participation is influenced by his environment.
Beside that, a family relationship becomes people’s reason in electing the
candidate of their choice. They consider that there is an obligation to choose or
prioritize the candidates who have family-based relationship with them. Regardless
the specific purpose after being chosen, these particular people consider that there is
a pride if part of their family becomes a governor or vice governor and lead South
Sulawesi.
Some respondents admit that their choice in the election is based on personal
interest. The personal interest is quite varied. One of the respondents admit that he
will get financial funds for his organization if that particular governor candidate is
elected. That is usually called as a covert political promise.
Some respondents also have certain reasons in determining their choice of
candidate. Although it is not quantitatively significant, the researcher realizes that a
few data is still data which cannot simply be excluded. The specific reasons are as;
being closely recognized, being an alumni of the same school, being his/her leader,
having ever and are still originated from the same organization, or coming from the
same region or city
One of unique reasons that the researcher finds in this study is factor of
dislikeness. We all know that in the general election of South Sulawesi in 2013,
there are three candidates for both governor and vice governor who are competing.
Some respondents said that they choose the candidate of governor A with unclear
reasons. He also did not know about visions and missions of the candidate he has
chosen. He said that the candidate B and C have had a bad credibility in his
perception and he would not elect them. In his point of view, electing the candidate
A is still better than not electing any candidates, and there it is not a big deal to give
a chance for the candidate A. From the above example, it is clear that the factor of
dislikeness that comes from society over one of the candidates can really give
positive impacts to the other candidates.
The last factor that found in this research is about political ad. Political ad
aims to socialize the political cadres, their visions and missions, or working
programs to all people in the region where their supporters are currently based.
Existence of this political ad itself is actually not a useless attempt. It is proven that
some respondents said that they choose the candidate of governor A because he
often sees the political ads of that candidate. He, who was initially does not know
the characters, visions and missions of this candidate, is finally familiar with these
things. He is thus sure that the candidate of governor A is the best candidate to lead
South Sulawesi among other candidates.
From all data above, it can be concluded that there are many factors
determining one’s supports and political participation. The political support may
come because of one of the reasons mentioned before or it can also come from more
than one reason which will then be personally evaluated by each people who will
participate in the election.
CONCLUSION AND SUGESTION
In this research, it is found that political slogans basically have influences on
political supports by the community. The form of political support can be varied.
There are respondents who make political slogans as a primary factor of their
political supports. However, there are also respondents who have other factors as the
reasons of their support, and political slogans only become a supporting factor.
There are some factors which make the people’s political supports. Those factors
have been explained in details by the researcher in previous chapter that have also
been divided into two factors, which are cognitive and affective.
This study identified a number of variables about political slogan and it is
relationship with political support. The research cannot separate from lack either
intentional or unintentional, so suggestions and feedback is expected that this
research be better.
The researcher hopes that there will be future studies that examines widely of
political communication, political slogans and political support that can be linked
into the gender, ethnicity and other factors.
APPENDIX
Table 1. Respondents Classification Based on Technique of Collecting Data (Questtionnaire)
NO Group Frequency Percentage
1 Direct Questionnaire 53 26,5%
2 Online Questionnaire 102 51%
Total 155 77,5%
Table 2. Respondents Classification Based on Technique of Collecting Data (Interview)
NO Group Frequency Percentage
1 Direct Interview 10 5%
2 Indirect Interview 35 17,5%
Total 45 22,5
Table 3. The respondents’ classification based on their educational background
NO
Group
Doctor
Master
Bachelor
Senior High
School
Junior High
School
Total
1 Young - 3 74 40 - 117
2 Middle Age - 3 34 26 2 65
3 Upper middle aged
- 1 4 7 2 14
4 Older 1 1 2 - - 4
Total (Frequency) 1 8 114 73 4 200
Total (Persentage) 0,5% 4% 57% 36,5% 2% 100%
Chart 1. Slogans classification based on the source
33%
17%
50%
Slogans classification based on the source
Billboard Newspaper Internet
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