ANALISIS WACANA BERBASIS KORPUS PADA IKLAN PEMILIHAN UMUM PARTAI AMANAT NASIONAL DAN PARTAI SOLIDARITAS INDONESIA

FADHILLA, M FARHAN and Thamrin, M. Husni and Saraswati, Erlisa (2024) ANALISIS WACANA BERBASIS KORPUS PADA IKLAN PEMILIHAN UMUM PARTAI AMANAT NASIONAL DAN PARTAI SOLIDARITAS INDONESIA. Undergraduate thesis, Sriwijaya University.

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Abstract

Advertisements are used to promote products, including political parties. Political advertisements aim to raise awareness and build an image in politics. This study analyzes the discourse in election advertisements of the National Mandate Party (PAN) and the Indonesian Solidarity Party (PSI) using corpus linguistic analysis. Data were collected from YouTube comment sections using the Octoparse application and analyzed using Voyant Tools to identify frequency, concordance, and collocation. The analysis results show that, out of a total of 16,575 words, PAN advertisements use musical elements to build emotional connections with audiences of various ages, including children, successfully capturing attention in an engaging way. Meanwhile, PSI advertisements portray the party as an active entity in national political dynamics and demonstrate a strong association with President Jokowi. Collocations in PAN advertisements indicate that the party uses memorable elements to reinforce its positive image, whereas collocations in PSI advertisements reflect efforts to leverage President Jokowi's image as political legitimacy and showcase optimism in winning the 2024 elections. This study reveals how both parties use discourse strategies to build their image and attract voter support. Keywords: Discourse, Corpus, PAN, PSI, and Youtube.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Wacana, Korpus, PAN, PSI, dan Youtube.
Subjects: H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions: 07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: M Farhan Fadhilla
Date Deposited: 20 Jan 2025 04:17
Last Modified: 20 Jan 2025 04:17
URI: http://repository.unsri.ac.id/id/eprint/165696

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