IDEOLOGICAL CONSTRUCTION BEHIND GERINDRA’S BROADCASTED CAMPAIGNS AS INTERPRETED BY VIEWERS

Authors

  • RARA ARIFIA KUSUMAWARDHANA Fakultas Ilmu Budaya Universitas Brawijaya

Abstract

Keywords: ideology, critical discourse analysis, speech actsThis research is aimed to identify the ideological construction behind Gerindra’s broadcasted campaign videos as interpreted by the viewers in the framework of Indonesian general election 2014. There were three problems to be solved in this study, namely: (1) what are the speech acts identified in Gerindra’s broadcasted campaigns; (2) what are the viewers’ interpretations towards Gerindra’s broadcasted campaigns and (3) what is the ideological constructionbehind Gerindra’s broadcasted campaigns as interpreted by viewers.This CDA research uses Fairclough’s model of CDA which comprises text analysis; discursive practice; and social pratice. On the level of text analysis, it is aimed to analyze the speech acts used in the campaign videos. Discursivepractice is aimed to find out the viewers’ interpretation after they watch thecampaign videos; and social practice is aimed to find out the impact toward theviewers and also identify the ideology to be constructed. This study useddescriptive qualitative method and document analysis as the research design. The data were collected from transcription of campaign videos and the result ofquestionnaire.This study reveals that commissive, representative and directive were types of speech acts used in the campaign videos. Based on the viewers’ interpretation Gerindra tried to convey that it is a party which could bring changes in Indonesia, and it tried to construct an ideology that Gerindra, a party which could bring changes for Indonesia especially in food security and the interests of the minority.Further researchers are suggested to choose more interesting objects that are related with real life such as talk show, newspaper, and so on. Besides, it isalso suggested for next researchers to choose other appropriate theories that will be used in the research in order to make it easy in analyzing the data. Moreover, further researchers are suggested to be updated about the recent research about critical discourse analysis. By doing so, further researcher can be triggered or inspired in conducting a research in fields of critical discourse analysis.

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Published

2014-07-02

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