SEMIOTIKA KEPEMIMPINAN RANO KARNO: PENGGUNAAN TANDA BERBASIS BETAWI SENTRIS DALAM KAMPANYE PEMILIHAN KEPALA DAERAH
DOI:
https://doi.org/10.37826/spektrum.v14i1.1174Kata Kunci:
Semiotika Kepemimpinan, Kampanye Politik, Etnik SentrikAbstrak
Pemilihan pemimpin di Indonesia memasuki babak baru sejak diberlakukannya sistem pemilihan umum langsung. Setiap calon menggunakan pendekatan komunikasi politik yang berfokus pada peningkatan elektabilitas ketokohan yang diasosiasikan pada konteks tertentu. Rano Karno sebagai salah satu calon wakil gubernur Daerah Ibukota Jakarta menggunakan tanda-tanda yang melekat pada Betawi sentris. Penelitian ini bertujuan untuk memahami tanda yang digunakan Rano Karno dalam kampanye pemilihan kepala daerah, serta mengungkap mekanisme dan pendekatan yang digunakan dalam memanfaatkan identitas budaya Betawi sebagai kekuatan politik, dan memahami bagaimana tanda tersebut difabrikasi dan amplifikasi sehingga terbentuk ruang gema aktif. Studi literatur yang digunakan dalam penelitian ini adalah Semiotika Kepemimpinan yang menjelaskan bagaimana tanda digunakan untuk membentuk citra tertentu, bagaimana citra difabrikasi dan diamplifikasi sehingga terbentuk ruang gema aktif. Selain itu digunakan juga kajian literatur tentang kampanye politik dan ethnic centric. Metode yang digunakan dalam penelitian ini adalah kualitatif konstruktivis dengan teknik pengumpulan data observasi, wawancara, dan studi literatur. Hasil yang diperoleh dari penelitian ini adalah Rano Karno sebagai pencipta tanda membentuk makna “Rano Karno Anak Betawi” sebagai narasi besar yang distruktur melalui penggunaan tanda-tanda verbal dan non-verbal, mulai dari penggunaan tanda pada makna bahasa, stilistika bahasa, dan aspek retorik seperti; cara berkomunikasi, gesture, cara berpakaian, dll. Narasi besar tersebut disampaikan melalui saluran komunikasi lintas lini, dan direfabrikasi serta reamplifikasi oleh tim sukses dan pembaca tanda yang merupakan juru siar melalui media digital sebagai semiotic chamber secara terus menerus. Dengan demikian terciptalah active echo chamber effect yang berdampak pada terbentuknya makna sosial seperti yang diharapkan oleh pencipta tanda.Referensi
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