iii
ABSTRAK
Fahmi Akbar Primanda 210110100227, 2014
. “Konstruksi Makna
Kampanye Bagi
Tim Sukses Jokowi-JK
”. Dibimbing
oleh Slamet Mulyana, Drs., M.Si selaku dosen
pembimbing utama dan Pramono Benyamin, Drs., M.Pd sebagai dosen pembimbing
pendamping. Program Studi Manajemen Komunikasi, Fakultas Ilmu Komunikasi,
Universitas Padjadjaran .
Tujuan penelitian ini adalah untuk mengungkap motif seseorang menjadi tim
sukses Jokowi-JK, mengetahui pengalaman tim sukses Jokowi-JK selama masa
kampanye pemilu presiden 2014, serta makna makna kampanye bagi tim sukses
Jokowi-JK.
Penelitian menggunakan metode fenomenologi dari pemikiran Alferd Schutz,
yang menjelaskan bahwa tindakan manusia dapat digambarkan melalui dua tipe motif
yaitu
Because of Motives dan
In Order to Motives. Teknik pengumpulan data
penelitian yang paling utama digunakan adalah wawancara mendalam kepada 6
(enam) orang informan yang merupakan tim sukses Jokowi-JK tingkat nasional.
Lokasi dalam penelitian adalah lembaga akademik, kantor periklanan, kantor DPP
partai politik, rumah tim sukses Jokowi-JK, serta kedai di bilangan Senayan, Jakarta
Pusat. Adapun pelaksanaan wawancara dilakukan dalam kurun waktu dua bulan,
terhitung mulai tanggal 3 November 2014
–
17 Desember 2014.
Hasil penelitian ini didapatkan bahwa motif dari informan menjadi tim sukses
Jokowi-JK yaitu, Because of Motives mereka disebabkan karena ajakan dari anggota
tim sukses Jokowi-JK lainnya dan
In Order to Motives mereka percaya bahwa
Indonesia akan menjadi lebih baik jika dipimpin oleh Jokowi. Kemudian pengalaman
selama kampanye dimulai dari tahapan penyeleksian calon presiden, perancangan
strategi kampanye, pelaksanaan kampanye, dan evaluasi kampanye yang menyatakan
bahwa kampanye yang telah dilakukan efektif, dilihat dari kemenangan pada Pemilu
Presiden 2014. Makna kampanye yang diungkapkan yaitu meliputi mengenalkan
kandidat kepada publik, meyakinkan calon konstituen, pendidikan politik bagi
masyarakat, dan memenangkan Pemilu Presiden 2014.
iv
ABSTRACT
Fahmi Akbar Primanda 210110100227, 2014. “The Meaning Construction of
Campaign of Successful Jokowi-
JK Team” Guided by Slamet Mulyana, Drs., M.Si as
the first advisor and Pramono Benyamin, Drs., M.Pd as second advisor. Management
Communication Studies, Faculty of Communication Sciences, Padjadjaran
University.
The purpose of this research is to reveal the motives of successful Jokowi-JK team,
figure out the experience of successful Jokowi-JK team during the campaign in
election president 2014 , and to reveal the meaning of campaign by the successful
Jokowi-JK team.
The research uses Alferd Schutz’s phenomenological method that explained the
human’s action can be described in two type of motives, which are “Because of
Motives” and “In Order to Motives”. Major data collection techniques used in this
research was doing interviews with 6 (six) informants whom the successful
Jokowi-JK team. The research locations were in Academic institutions, the advertising
agency office, DPP political parties office, the house of successful Jokowi-JK team,
as well as a tavern in Senayan, Central Jakarta. As for the implementation of the
interviews were conducted in the last two months starting from the date of Academic
institutions, the office of advertising, dpp office political parties the house of the team
success jokowi-jk, as well as a tavern in the number of senayan central jakarta. The
implementation of the interviews were conducted over a period of two months,
starting from the date November 3rd 2014
–
Desember 17th by 2014.
This result of this research was obtained that the motives of being informants
jokowi-jk team is successful , because of motives they are caused because of solicitation of a
member of team success Jokowi-JK other and in order to motives they believe that
indonesia will be better if jokowi led by .Then experience during a campaign started
from the select presidential candidates , the design of campaign strategy , the
implementation of the campaign , and evaluation of the campaign said that the
campaign has been done effectively , seen from the general election victory on the
president of the 2014 .Meaning the campaign disclosed that is covering introduce a
candidate to the public , convince prospective constituents , political educa tion for
the community , winning the election and president of the 2014 .
