Transcoding Wacana Konstruksi dan Kontestasi Citra Jokowi dan Prabowo dalam Media Sosial pada Masa Kampanye Pilpres 2014
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This study is a part of multi year layered case study on recommendation on public participation in political campaign in social media policy (Twitter). This paper scrutinises tweets and memes from Jokowi and Prabowo's volunteers/supporters in 2014 Presidential Election during the campaign days (4 June – 5 July 2014) which were taken based on judgement sampling. The focus of the first layer study is the analysis of the written text (tweet) and written and visual text (meme) from Jokowi and Prabowo's volunteers/supporters in order to deconstruct the mechanism of the expressions of the written and visual text of both camps during the campaign days and to examine to what extent the expressions are used lead to negative or black campaign. Hallidayean transitivity system is deployed to analyze language variables employed in tweets whilst Kress and van Leeuwen social semiotics is applied to analyze the visual text in memes. Both tweets and memes are used as media in constructing, striking back and leading netizens' opinions in digital democracy. It is found in this stage that tweets and memes represent not only cyber war in the form of discursive contestation of Jokowi and Prabowo's image, but also transcode the discursive construction and contestation of Jokowi and Prabowo's image.
Keywords: tweets and memes, Jokowi and Prabowo, Presidential election 2014, transitivity system, social semiotic, transcode.
Abstrak
Tulisan ini merupakan bagian dari penelitian multi tahun studi kasus berlapis tentang usulan acuan kebijakan partisipasi publik dalam kampanye politik di media sosial (dalam hal ini Twitter). Tulisan ini menganalisis data tweets dan memes para relawan/pendukung Jokowi dan Prabowo di Pemilu Presiden 2014 selama masa kampanye (4 Juni – 5 Juli 2014) yang diambil berdasarkan judgement sampling. Fokus studi kasus lapis pertama ini adalah pada analisis bahasa tulis (tweets) dan bahasa tulis dan visual (memes) relawan/pendukung kelompok Jokowi dan Prabowo guna membongkar mekanisme pengekspresian bahasa tulis dan visual para relawan pendukung kedua kubu selama masa kampanye dan melihat sejauhmana ekspresi yang digunakan mengarah pada kampanye hitam ataupun negatif. Teori sistem transitivitas Hallidayean digunakan untuk menganalisis variabel bahasa tweets dan semiotika sosial Kress dan van Leeuwen untuk menelaah teks visual (memes), yang mana keduanya digunakan relawan/pendukung Jokowi dan Prabowo sebagai media dalam mengonstruksikan, menyerang balik lawan dan menggiring opini netizen dalam digital domocracy. Ditemukan pada tahapan ini tweets dan memes tidak hanya merepresentasikan cyberwar dalam bentuk kontestasi diskursif pengonstruksian citra Jokowi dan Prabowo, tetapi juga terjadi transkode wacana konstruksi dan kontestasi citra Jokowi/Prabowo.
Kata kunci: tweets dan memes, Jokowi dan Prabowo, Pemilu Presiden 2014, sistem transitivitas, semiotika sosial, transkode.
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