Analisis Semiotika pada Iklan Layanan Masyarakat di Media Massa: Jangan Golput Gunakan Hak Pilihmu

Abstract

The aim of this research is to analyze how young people voice their right to vote in the advertisement ‘Jangan
Golput dan Gunakan Hak Pilihmu! Pada Pemilu 2024 ya!' which is shown through young people as
students who are discussing with the research model used by Charles Sanders Pierce's semiotics through
representation, Object, and Intrepretant. The use of this research is qualitative with semiotics as data analysis.
Semiotic analysis is an effort to find the meaning or signs of the things conveyed behind an advertisement, film or
news. Semiotics includes analysis of language, images, gestures or other objects to communicate or convey
messages from the plot. This use of semiotic analysis uses Charles Sander Pierce's theory as support for the
representant, object, interpretant approach. The subject and object being analyzed is a public service
advertisement entitled ‘Jangan Golput dan Gunakan Hak Pilihmu! Pada Pemilu 2024 ya!’ produced
by the Central Java Provincial Government and Central Java KPU with image footage in the form of scenes or
scenes that show or illustrate an invitation to use the right to vote correctly and an appeal to don't abstain. This
act of abstaining is still widely carried out there due to the public's minimal knowledge about the world of politics
so that people are lazy to voice their rights, and feelings of disappointment with the candidate's performance make
people distrustful and ignore it, making it easy to accept bribes because they just vote without knowing their
background. This advertisement has a message for the audience to broaden their views regarding the upcoming
election and motivation as a young person for the Indonesian nation.