Item

From Political Marketing to Political Literacy: Beginner Voter's Brand New Meaning for Developing Political Party's Advertising as Socialization Media in the Election

Type
Journal Article
Author
Reny Triwardani & Ida Wiendijarti
Year
2016
Publisher
OIDA International Journal of Sustainable Development
DOI/Link
View Source
Abstract
Most political parties use advertising to persuade voters in the election. For that reason, the party’s advertisings focus on how to make the good branding for political party’s image by making political marketing approach. This research aims to develop political advertising as a socialization media as well as to educate beginner voters about political knowledge. Based on the reception analysis to the beginner voters, beginner voters make the different interpretation to the party’s advertising in the election. Using participatory action research, the beginner voters involve to create new forms of party’s advertising based in their interpretation. Due to their involvement on the party’s advertising production, they make it by using political literacy approach for strengthening their own political knowledge. For beginner voters, political advertising could be developed as the creative instrument as campaign forms to increase the understanding of political party. Political advertising also become effective political learning tools to literate the public about politics.
Language
English
Keywords
Media Literacy, Advertising Literacy
Tags
Political communication, Propaganda and persuasion
PGDMIL Course
C02 – Media, Technology and Content
PGDMIL Block
C02-B4: Influencer Culture and Persuasive Media
Has Part
C02-U13: Political Advertising and Elections
Corpus Status
Pending Review

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