A SEMIOTIC ANALYSIS OF THE POLITICAL POSTERS IN THE 2024 INDONESIAN’S PRESIDENTIAL CAMPAIGN

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A SEMIOTIC ANALYSIS OF THE POLITICAL POSTERS IN THE 2024 INDONESIAN’S

PRESIDENTIAL CAMPAIGN

A Thesis Proposal

by

Nurmayanti Margaret Panggabean No.Reg. 20810005

PROGRAM STUDI SASTRA INGGRIS FAKULTAS BAHASA DAN SENI UNIVERSITAS HKBP NOMMENSEN

MEDAN

2024

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CHAPTER I INTRODUCTION

1.1 Background of the Study

As social beings, human cannot exist without the use of communication technologies in our daily lives. Communication is very important for human life.

Effective communication is referred to as successful communication.

Communication is used as a means of conveying messages. Given the importance of language in communication, the message's unique way of being communicated is that it uses a language that the listener can understand and find acceptable. This occurs as a result of open and public communication channels.

Semiotics is very important in analyzing signs, symbols and meaning in the context of communication. Semiotics helps people understand how signs are produced, received, and interpreted in various communication, cultural, and social contexts. This is an important basis for understanding communication processes and culture in more depth. One of the semiotic analyzes is found on posters.

Posters are one type of visual communication medium that human come across. Posters serve as a vehicle for publications, pictures, messages, and more.

Posters with compelling designs and thoughtful details in every aspect can grab readers' attention. These days, posters can be used for outreach, education, advertising, propaganda, and decorating in addition to being available in printed form online or through digital media. The evolution of print communication media, particularly posters, is distinct due to its connection to the features and

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organization of Indonesian society. Posters need to be backed up by visual components to be successful media. Visual components that can convey an ideology to a larger audience must be included in political posters.

Indonesia, as a dynamic democratic country, has a political landscape characterized by diverse ideologies, cultures, and socio-political dynamics.

Political posters serve as a visual aid used by politicians to convey their platforms, beliefs, and pledges to the electorate during presidential elections. Political posters have become an integral part of election campaigns around the world, serving as a visual medium to convey messages, ideologies, and promises to voters.

Posters are designed to communicate visually. Each poster has a specific purpose, whether to promote an event, convey a social message, or advertise a product. The writer chose to analyze posters because he wanted to better understand and explore elements such as color, images, and layout that can influence the feelings and perceptions of people who see them. Therefore, the writer chose one poster, namely a political poster for this research. Political posters contain a variety of visual elements, ranging from images, colors, text, and symbols that have implied meanings. Political posters use various kinds of symbols, including colors, images, and words that have symbolic meanings that can influence public perception.

The writer uses semiotic analysis because it is qualitative and uses a critical perspective. Semiotic analysis is an interesting approach to research because it covers many subjects, including data and various theories. By analyzing

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the semiotics of political posters, it is possible to uncover hidden messages that candidates want to convey to voters. This makes it possible to understand effective political communication strategies in presidential elections. Semiotic analysis can be used to understand how the use of certain images, colors, and language tries to influence people's feelings and emotions. Through semiotic analysis, we can understand more deeply the visual communication strategies used by presidential candidates in their campaigns. This provides a deeper understanding of how political posters influence voters and their impact on the democratic process and society as a whole.

The writer chose the title "A Semiotic Analysis Of The Political Posters In The 2024 Indonesian’s Presidential Campaign" because of the widespread campaign regarding the election of the 2024 presidential candidate. In Indonesia, the general election of 2024 will be a significant political occasion. Thus, in this instance, the writer is interested in analyzing the political event, namely the presidential election, through political posters of the Indonesian Presidential Candidate. In addition to talking about the visual components of campaign posters, this study will attempt to decipher and explain each component's meaning. The large number of political posters about the 2024 presidential candidate circulating on social media or the internet made the writer want to explore the meaning of what was contained in these posters. The purpose of this research is to explain icons, indexes, and symbols to describe the meaning of interpretation contained in political posters regarding the 2024 Indonesian’s presidential candidates.

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1.2 Problem of the Study

Based on the background of the study above, the study's problem is stated as follows:

1. What are the icons, indices, and symbols used in the political posters in the 2024 Indonesian’s Presidential Campaign?

2. What are the interpretations of the poster in the political poster of the 2024 Indonesian’s Presidential Campaign?

1.3 Objective of the Study

Based on the research problem, the objective of the study is formulated as follows:

1. To identify the icon, index, and symbol found in the political posters of the 2024 Indonesian’s presidential campaign.

2. To find out the interpretation of the text of in the political posters of the 2024 Indonesian’s presidential campaign.

1.4 Scope of The Study

This research discusses the signs and interpreted meanings contained in the political posters "Indonesian Presidential Candidates 2024." The writer limits the research to the signs and interpreting meaning that appear on posters for Indonesian presidential candidates throughout Indonesia on internet from 2023–

2024. The writer uses Charles Sanders Pierce's semiotic theory in analyzing these posters. The writer focuses on identifying the icons, index, and symbols use in the poster and describes the meaning of the written interpretation.

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1.5 The Significance of The Study 1. Theoretically

The writer of this research hopes to provide additional sources for semiotic analysis, especially in analyzing political posters using Pierce's semiotic theory, and expand knowledge and understanding of semiotics.

2. Practically 1) For the Writer

This study is very useful for the writer to increase her knowledge about sign.

2) For the Students of English Department

This research can add insight and scientific references in the field of semiotic analysis for students.

3) For the Readers

It is hoped that this research can enrich the perspective of semiotic analysis for readers.

4) For the Lectures

This research can be used as comparison material for anyone who wants to conduct further research on this topic, especially among English literature study program students.

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CHAPTER II

REVIEW OF RELATED LITERATURE

2.1 Theoretical Framework

A theoretical framework is a description of the theory or framework that is applied to study a problem, or it is a theory that identifies a need for further investigation. The writer has reviewed books, journals, and online resources to define several theoretical terminology used in this study. A theoretical framework might suggest an approach to take when examining the ideas, concepts, and thought processes involved in research, or it can suggest potential courses of action for a study.

2.2 Linguistics

According to Anderson (2018), linguistics is one of those subjects that not many people have heard of, so you might well be wondering exactly what it is.

The science of language is the most basic definition of linguistics. Similar to this, linguistics study what people say and how they say it, then develop hypotheses as to why some words or sounds are said but not others. Another crucial term in our brief definition of linguistics is "the science of human language," which is something we should not overlook. Although there are many different ways that animals communicate with one another, linguistics focuses on the particular method that humans employ.

Mariani et al (2016) said, linguistics is the scientific study of language and its structure. Linguistics helps us understand the structure of language, how it is

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used to convey meaning, how it varies across cultures and contexts, and how it changes over time. By studying linguistics, human can gain insight into the underlying rules and patterns that govern language use and better understand how language shapes our thinking, communication, and social interactions. In short, the relationship between language and linguistics is one of mutual influence:

language provides the raw material for linguistic analysis, while linguistics provides the tools and frameworks for understanding and analyzing language.

2.3 Semiotics

In general, the term "semiotics" originates from the Greek word "simeon"

signifying sign, or "seme," implying signal interpretation. Typically, the term

"semiotics" originates from the Greek word "Simeon" signifying sign, or "seme,"

implying signal interpretation. Semiotics is the study of signs to understand how they work and convey meaning, according to Tinarbuko in Komsiah & Syaifuddin (2022). In this case, the sign-in problem might finally make sense or hide something else.

Semiotics is an analytical approach or science that deals with signals from an etymological perspective. People can communicate with one another through signs, which are the foundation of communication. Semiotics' primary goal is to recognize, catalog, and categorize the primary sign kinds and how they are used in expressive activities.

According to Chandler (2002), semiotics is the study of signs. Signs can be words, images, sounds, gestures, or things in a semiotic meaning. That implies that everything can be turned into a "character," such as words, pictures, objects,

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etc. Understanding the significance of signs and our own and others' roles in creating a compelling world is made easier with the aid of semiotics. A symbol can also be used to denote something different, something that is not readily apparent. A traffic sign with a red light, for instance, indicates to stop on the sign behind it. Signs may also stand for more information about a certain item. These items serve as symbols that carry and transmit information.

2.4 Semiotic Analysis

While semiotic analysis as a method is certainly not new, Ferdinand de Saussure and Charles Sanders Peirce created contemporary semiotic analysis in linguistics in the early 1900s. Semiotic analysis is the process of interpreting the collective denotative, connotative, and mythical meaning of all the signs in a communication medium (such as a novel, blog, poster, textbook, advertisement, etc.) within its context.

Human can use semiotic analysis when conducting discourse analysis. For instance, it's crucial to take into account how the words function in conjunction with the images, colors, and adverts that are employed when analyzing a news item. Seeing these many indicators together may convey a different meaning than seeing them alone.

2.5 Charles Sander Pierce’s Theory

Charles Sander Peirce (1839-1914) one of America’s biggest intellects was born on 10 September 1839 in Cambridge, Massachusetts in Amalia (2022).

Peirce's Theory of Signs, or Semiotics, is an explanation of signification, representation, reference, and meaning. Peirce's semiotic concept states that signs

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are closely related to logic. Humans use logic to understand the signs that appear around them. Signs can connect one person's thoughts with those of other people.

Meanwhile, according to Saussure in Rudrakumar & Venkatraman (2022), the signified and the signifier produce a sign as a by product. The actual saying of the object is called a signifier. It is a tangible feature that can be an aural, graphic, or visual entity. The mental element where the object's image is given more weight than the real object is known as a signified. The meaning that the speaker and the listener both share is what is signified.

In addition, Barthes in Wayan et al (2021) argues his analysis consists of three fundamental components: myth, connotative meaning, and denotative meaning. To start, let's talk about the denotative meaning that is either readily apparent to the unaided eye or understood to be the true meaning that is contained.

The meaning that signs in society have is the second thing to consider when discussing connotation. Thirdly, a myth's meaning is the interpretation that individuals have given it as a result of the community's cultural influence on something.

A sign is defined by Pierce in Chandler (2002) as something that stands to somebody for something in some respect or capacity. Signs can be words or noises or anything else that can give hints during the conversation, such as dresses, homes, or symbolic objects.

Charles Sanders Peirce developed his model of semiotics, "semiotics," and his taxonomy of signs at the same time that Saussure developed his semiotics and

"semiology" models. Triadic model created by Charles Sander Peirce:

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Interpretant

Representamen Object Figure 2.1. Peirce’s Triadic Model

For something to be regarded as a symbol, it must have these three components. Signs are units that express the represented (object), the represented (representative), and the interpreted (interpreter) of the represented (object).

2.5.1 Representamen (Sign)

A representation (sign) is something in physical form that is received by the human senses and can represent other things outside the sign itself.

a. Qualisigns are signs that are based on a characteristic.

Example: People wear white clothes during Eid.

Explanation: This indicates welcoming the Eid holiday with a pure and clean heart.

b. Sinsign is the existence and actuality of an object or event regarding a sign. Something that has been formed and can be considered a representamen, but does not yet function as a sign.

Example: The sound of a baby crying.

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Explanation: This indicates that the baby is hungry or experiencing pain around the body.

c. Legisigns are norms contained in a sign. This relates to generally applicable rules.

Example: A sign that does not allow taking pictures.

Explanation: Indicates that we are prohibited from taking pictures in the environment where the sign is located.

2.5.2 Interpretant

Interpretant is the meaning of a sign that is determined by its interpretation, and letters are divided into Rhema, designs, and arguments.

a. Rheme is a sign that can be interpreted in different ways.

Example: If someone has red eyes.

Explanation: It could be that they are sleepy, or maybe they have eye pain.

b. Decisign (Dicent Sign) is a sign that corresponds to reality.

Example: Traffic signal

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Explanation: If the road is steep and there are frequent accidents, then traffic signs installed on the road indicate that drivers are careful in reducing speed.

c. An argument is a sign that contains reasons for something.

Example: no-smoking sign at a gas station.

Explanation: This was made because it is a place that can easily catch fire.

2.5.3 Object

Icon an object is a visual image that has similarities between the shape of the sign and the object shown. Pierce classifies them into three categories, namely:

a. An icon is a relationship based on similarity, meaning that the representation is similar to the object it represents.

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Explanation: The meaning of this sign is that the icon on the left indicates the men’s (male) toilet while the icon on the right indicates the women's (female) toilet

b. An index is a relationship that has an existential relationship.

Something is caused by something else, or there is a cause-and- effect relationship.

Example: Footprints.

Explanation: Footprints in the sand indicated someone had just passed there

c. A symbol is a sign that connects a sign and an object determined by a rule that applies in society.

Example: Symbol of House

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Explanation: This is a symbol for the concept of residence because we have agreed to use the word to represent that concept.

2.6 Poster

Posters have been a popular means of visual communication since the early 1800s. Publications that are used to enlighten the public include posters. They could consist of images, words, or both. According to Rahman & Amri (2018), a poster is a piece of art that uses words, lines, and other graphic components to draw attention and briefly communicate a message. There is a universal language in this image. Put differently, pictures are a component of symbolic language.

Posters often include a lot of short words and slogans to help the audience understand the message.

Posters were made in the 1880s as a result of the need for information media in business and industry. The introduction of lithography (offset processes) in the 1870s opened the door for mass production and color printing. Posters serve a variety of purposes, such as advocacy, instructional, informational, and cultural ones. It is believed that by using eye-catching colors, images, and text on posters, readers would be more engaged with the message being presented.

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To put it simply, it's a publication medium that combines graphics and/or written content to inform the readership. Posters are usually put up in noticeable and busy places. It is important to place the poster in a prominent area because it is intended to be welcoming. Alongside the developments in digital technology, posters have transformed into electronic, interactive, or online-distributed versions. There are two types of posters—content-based posters and goal-based posters, which are discussed in more detail below.

2.6.1 Posters based on content

According to Lihanna (2015), there are a variety of features to the posters we typically see in wall magazines or on the street. Based on their content, posters can be divided into five categories. The first type of poster is a commercial poster, which is made to advertise a good or service through a communication medium in commerce. The second type of poster is an activity poster, which shows how an activity is carried out. The third type of poster is educational, or informational, to educate or counsel the general audience. Fourth, information on community services or health services linked to community welfare can be found on posters for community services. Expressions and artistically intended graphic designs can be seen in the fifth art poster.

2.6.2 Posters based on purpose

There are many different kinds of posters, and this particular poster explicitly relates to posters with varied objectives. The first kind of poster is a campaign poster, which is made to rally support for political parties and politicians running in the general election among the general public. Every time

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there is a general election, this poster is displayed both inside and beyond the region. Secondly, a film poster is a poster created especially to advertise a movie that has been or is being seen in theaters. This poster, which featured pictures of the director, actors, and other crew members, was displayed to promote the most recent movie. Propaganda posters, or posters with statements that contradict official authorities, are the final type. Political posters or campaigns serve as the data object for this study. The Indonesian presidential contenders for 2024 have several political posters selected by the writer.

2.7 Political Poster

In Indonesia, the use of poster media is commonplace during elections and is also often used in political party campaigns. Images often play a role in political party posters because they function as an element that encourages viewers to see and read the poster. In political posters, some signs can be analyzed using Pierce's theory, which explains objects, representation, and interpretation.

2.8 Previous Study

There are several previous studies related to semiotic research topics. The research can be summarized as follows:

Pangestuti (2021) investigated Charles S. Pierce's of Sirley's street harassment. In this study, descriptive qualitative methods are used. The reason this research is intriguing is because it aims to educate the public about the need to be more aware and sensitive to sexual harassment conduct in public spaces.

Shirley made a strong case for this goal by creating posters with images, signs, and tweets about sexual harassment. The results gathered indicate that the poster

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serves as a warning to readers to be extra cautious and aware of harassment, which is frequently disregarded.

Another study was conducted by Susanti (2018). She analyzed campaign billboards for the election of candidates for governor and deputy governor of West Java in 2018-2023 using a different theory. The purpose of this essay is to analyze the signifier, signified, denotation, and connotation found in the campaign billboard for the West Java vice governor and governor candidates for 2018–2022.

According to the study's findings, a sign's signifier and signified are related in a way that makes sense at the denotative level.

Another semiotic study was carried out by Pariawan & Sila (2019). They analyzed the Balinese action poster reject reclamation by Nobodycorp, using the Pierce theory with descriptive qualitative research. This study attempts to interpret the significance of the Bali action poster opposing Alit Ambara's recapture of Nobodycorp. The action posters against reclamation from Bali that were sourced from the websites of Nobodycorp.org and Posteraksi.org served as the research's source material. The findings of the study demonstrate the significance of the icons, indices, and symbols used in the piece as a kind of defiance against Bali's reclamation.

Additional research on semiotics was conducted by Purnawati (2019). She investigated the political imagery found in memes (Charles Sanders Peirce's semiotic study of Agus Harimurti Yudhoyono's meme in the https://kaskus.co.id discussion forum during his campaign for the 2017 DKI Jakarta Regional Election). Memes critical of Agus were created and shared in that online

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community, eliciting a range of additional reactions from online users who either supported or opposed the meme. Peirce's Semiotic Analysis technique is used in this qualitative study to investigate those memes. According to the research's findings, memes portray Agus as a person who was an army officer before becoming a politician due to pressure from SBY and the Party of Democrat’s political objectives. This has negative effects on Agus's political reputation.

Febimaesuri & Pratama (2021) also find out more about semiotic analysis posters. They concerning the investigation of visual communication on the advertising poster tea of Pucuk Harum. When communicating an idea, piece of content, or meaning, visual communication is important. To capture the public's interest and elicit a favorable response, visual communication—especially advertising—must be created in a multifaceted and multi-aspect manner. This study aims to evaluate the fundamental ideas, aesthetic components, and connotations of the Pucuk Harum commercial. This study uses qualitative methodologies in conjunction with the Pierce theory. The result demonstrated that, after consuming the Tea of Pucuk Harum, the true goal of the advertisement was to develop a natural taste and restore self-freshness.

However, semiotic analysis also examines politics such as Hasanah &

Hidayat (2020). They investigated political cartoons in the first 100 days of the Anies Baswedan government, using the same theory as Pierce. The purpose of this study was to characterize the political cartoons created by Anies Baswedan in his first 100 days as governor. The data for this study, which used a qualitative research methodology, are political cartoons created by Anies Baswedan during

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his first 100 days as governor. According to the study, the political cartoons' symbols effectively expressed the aspirations of the Indonesian people for freedom from Anies' rule.

Lubis (2015) investigated the billboard of the mayor and deputy mayor candidate Medan 2015. The Pierce theory is applied in this study together with qualitative research techniques. When it comes to political campaign advertisements, billboards are an alternate kind of outdoor media that can immediately stimulate public audiences through visual elements like color displays. As a result, political billboard ads have the power to significantly influence the public perception of the Medan mayor and deputy mayoral candidates.

Annissa et al (2019) conducted the research using semiotics in the political semiotics analysis of Joko Widodo through social media in forming image building. The use of social media today is a necessity for millennial actors.

Through social media, political goals can also be carried out by using forms of political communication through both language semiotics and image visualization.

Social media can also form a self-image for a political figure. This research used qualitative methodology. The results of this study indicate that social media can be used as a form of political communication by Joko Widodo to form images with the use of political semiotics both in writing and visually through video.

In addition, semiotics also examines advertisements, such as Suryana &

Merrita (2021). They investigated advertisements of lipstick using the same theory as Pierce. This research aims to clarify and examine the semiotic process,

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as well as the significance of symbols, indices, and icons in lipstick ads. The information is a lipstick commercial. The three data points contained the semiosis process form, which the researcher used to understand the seven symbols (written language), one index (cause by effect), and three icons (graphics).

Putri et al (2022) has researched and investigated a one-minute ultra milk video advertisement "50 years of ultra milk, nourishing the country wholeheartedly" using the Pierce theory. Furthermore, there is a new one-minute video ad released by the company entitled 50 years of ultra milk, nourishing the country wholeheartedly that arouses research interest to analyze the sign and symbol within Semiotic study. This research aims to identify the meaning behind the video using Pierce's theory to represent ideas and thoughts as a form of public communication. The result of this study indicates the correlation applied between icon, index, and symbol as proposed by Pierce that reflects on the way the company creates the video.

Another research was conducted by Artawan & Irwandika (2023). They analyzed an icon and symbol found in Ed's Heinz video advertisement. The Pierce theory was applied in this study, and the method was qualitative research. The purpose of this study was to clarify and investigate the semiotic process in addition to interpreting the emblems and symbols in the Ed Heinz commercial movies. The outcome shows that the three sequences in the Ed' Heinz video advertisement contained 16 icons and 4 symbols. Every element of the commercials has a varied meaning and interpretation, based on the findings analysis.

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Panjaitan & Pasaribu (2023) investigated a semiotic analysis on fifa world cup 2022 qatar memes. The aims of this semiotic analysis study are to determine the signifier and the signified, as well as the denotation and connotation, as well as the meaning of FIFA World Cup Qatar 2022 memes. The descriptive qualitative method is being used in the study. The results show that the signifiers in the memes were very random and unique, such as the heartbeat display in the first image, scientists in the second image, actors in the third image, scientists, and cartoon characters with flags in the last image.

Further semiotics also examines movie posters such as Nuryani (2019).

She conducted the semiotics study on the poster film the pursuit of happiness. The purpose of the research is to identify symbols that relate to the movie, decipher meanings from posters, and determine how audience attention is drawn to the design. The Pursuit of Happiness movie poster serves as the data source for this qualitative study. According to the study's findings, the poster has nine different signs: a white background; two main characters shining light between them; the use of color and size on the words "pursuit" and "happy"; the placement of some words; a father and son symbol; the two main characters' gestures; the appearance of the two main characters; a facial expression; the intention behind the slogan

"inspired by true story"; and Christmas 2006.

Jannah et al (2022) also found in more about semiotic analysis that investigated the symbol (emoji) found in the captions of the @brianimanuel Instagram account. The study is focused on finding out the total amount of symbols (emoji) and the meaning of symbols (emoji) that are found in the

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captions of @brianimanuel's Instagram account. This study used theory Pierce and data from @brianimanuel Instagram post that used emojis from 27 Sept 201 - 15 Feb 2021. This study found that there are 73 total amount of emoji and 73 meanings of symbols (emoji) found in the 55 captions of @brianimanuel in his Instagram post.

Additional semiotics also find out the examines such as Wiyogo (2022).

He analyzed the novel Night on the Galactic Railroad by Miyazawa Kenji using Charles Sanders Peirce's triadic model. This thesis was written to identify the signs present in the book and apply a triadic model to interpret the signals in light of Peirce's theory. The novel Night on the Galactic Railroad by Miyazawa Kenji serves as the data source for the writer's qualitative approach. The writer discovered that there are 24 signs total—17 indexes, 5 symbols, and 2 icons—

after conducting an analysis procedure. The writer concludes that indexes are the most common indications in the book.

Another study was conducted by Saleha & Yuwita (2023). They analyzed Charles Sanders Peirce's dead-end traffic sign symbols. Using Charles Sanders Peirce's theory, this study seeks to ascertain the semiotic significance of the traffic symbol Dead End by analyzing its color, form, and verbal representation. The data for this study is the traffic symbol Dead End, and the method employed is a qualitative descriptive one. The study's findings suggest that a symbol's color, shape, and name are all products of reality that have been determined and made from every human perspective.

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Faliha & Putri (2022) investigated Jokowi's political meme the king of lip service and YNTKTS as media for criticism in the digital age. This study attempts to explain how the state of Indonesian democracy is using memes as media critique in the digital era and examine the semiotic aspects in Joko Widodo's political meme that is circulating on social media Twitter using Charles Sanders Peirce's semiotic analysis. The study's findings showed how the Indonesian government, which was still reluctant to allow political humor as a form of criticism, was limiting democracy in the country and how the meme did not depress the populace's perception of President Joko Widodo.

Arafah et al (2023) analyzed semiotic signs appearing on the names of Acehnese online newspapers. The purpose of this study was to examine semiotic cues that can be found in Acehnese online newspaper names. The data for this study came from Acehnese online media, and a qualitative research methodology was employed. As a consequence of the investigation, it was discovered that the meanings associated with the signs that appeared on the titles of Acehnese online publications were connected to Aceh's past.

An extra semiotics also find out the examines such as Dinastisya Sukmana (2023). She examined political memes that the @bem.ui TikTok account had posted. Memes are a way for people to express thoughts that might be common on social media. The goal of this research is to identify the indicators found in memes and understand the meme's overall meaning or message. Descriptive- qualitative research was employed in this study, and the data consisted of political memes uploaded by the @bem.ui TikTok account. According to the analysis's

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findings, the meme contains items and indicators that have a There are items and signals throughout the meme that allude to messages and meanings.

Jayanti et al (2021) analyzed semiotic meanings of videos of stanford medicine youtube channel. This thesis is an analysis of non-verbal semiotic symbol signs in Covid-19 videos of Stanford Medicine YouTube channel to find out the kinds of signs dominantly found in Covid-19 Videos of Stanford Medicine YouTube Channel, how the meanings of the signs are realized in Covid-19 Videos of Stanford Medicine YouTube Channel, and why those kinds of signs are dominantly found in Covid-19 Videos of Stanford Medicine YouTube Channel.

This research used the Charles Sanders Pierce theory. The research method is descriptive qualitative approach. The researcher found that out of the three sign categories, the type of sign that appeared most often is the ground category, followed by object and interpretant. The total signs from ground category is 83 times occured in the data.

Another study was conducted by Simandalahi et al (2022). They analyzed semiotic analysis of “Kim Jong Un and Donald Trump” cartoon. This research paper focuses on examining the meaning and the types of signs used in the cartoons of Kim Jong Un and Donald Trump. The research method uses qualitative research methods that explain the meaning and types of signs used following the theory of Charles Sanders Pierce. The results of the research are general meaning of Semiotic Analysis of Kim Jong Un and Donald Trump Cartoon is generally the competitive nuklir of each other… the competitive is to make each other down diplomacy and to make a better nuclear.

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An extra semiotics also find out the examines such as Manik et al (2022).

They analyzed semiotic pragmatic analysis of signs on billboard advertisement.

one of the goals of semiotic analysis is to provide analytical methods and thinking and coping frameworks for misreading or misinterpreting the meaning of a sign.

The writer found the type of connotative meaning mostly uses friendly connotation 0,86% the hard connotation 0,0 4%, high connotation 0.08%, dangerous connotation 0.04% means most billboard advertisements use friendly connotation 0,86%, friendly connotation by using slang words, or colloquial sentences, that make the reader as friends.

Marbun et al (2023) analyzed the semiotic analysis of Sam Smith’s performance of “unholy’ s song” at the grammy award 2023. The purpose of this research is to describe and examine the semiotic process and the message that implied on Sam Smith ft Kim Petras’ performance of “Unholy Song” in Grammy Awards 2023. This study employed qualitative research with a descriptive design as the data were collected in the form of several images. Based on the result finding, there are 15 icons, 6 indexes, 29 symbols, 31 qualisigns, 16 singings, 20 legisigns, 21 rhymes, 5 decisions and 2 arguments. The writer can conclude that the most prominent aspect is qualisign, especially for the colour, red and black.

Based on the previous research above, this research uses the same approach, namely Charles Sanders Pierce's semiotic approach, which discusses signs and interpretation. The difference between this research and previous research is related to the research object. Specifically, several previous studies were actually the same poster, only different in terms of the title. In this research,

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the writer analyzes the semiotics in the political posters of the 2024 Indonesian presidential candidates as data.

2.9 Conceptual Framework

Based on semiotic studies, the writer of this research discusses signs. The study of signs is known as semiotics. The meaning triangle theory, which has three primary components sign, object, and interpretant is presented by Charles Sander Pierce's theory, which was applied in the analysis of this study.

This research will use a descriptive-qualitative method because the writer uses posters to analyze and interpret the political material contained in the posters.

The data source in this research will take from political posters of the 2024 Indonesian presidential candidates. The presidential candidates consist of three:

Anies Baswedan-Abdul Muhaimin Iskandar (2024), Prabowo Subianto-Gibran Rakabuming (2024), and Ganjar Pranowo-Mahfud Mahmodin (2024).

So, the writer analyzes Interpreting the Political Posters of the Indonesian Presidential Candidate of 2024, which refers to the theoretical explanation above.

The writer chose the title because of the widespread campaign regarding the election of the 2024 presidential candidate. The large number of political posters about the 2024 presidential candidate circulating on social media or the Internet made the author want to explore the meaning of what was contained in these posters. The writer analyzes semiotic signs, especially triadic relationships in sign objects on posters, as explained in the following conceptual framework.

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Figure 2.1 Conceptual framework of Interpreting the Political Poster of Indonesian Presidential Candidate of 2024

Interpreting The Political Posters of Indonesian Presidential

Candidate of 2024

The Result of Analysis Semiotic of Political Poster of Indonesian Presidential Candidate

of 2024 Interpretant

Object Sign

Icon Index Symbol

Charles Sanders Pierce Theory

Semiotic

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CHAPTER III METHODOLOGY

3.1 Research Design

This research will use descriptive qualitative. This method helps the writer in conducting this research. According to Moleong in Lederer (2022), qualitative descriptive research is research that intends to understand phenomena about what research subjects experience, for example, behaviour, perception, motivation, and action, holistically and by means of descriptions in the form of words and language in a specific context. This approach to choose because the writer examines and interprets the political content find in the posters. Moreover, political posters for Indonesian presidential candidates employ semiotic analysis, which is described, examined, and interpreted using this methodology.

3.2 The Source of Data

The data source in this research will take five from every political posters of the 2024 Indonesian presidential candidates from internet. The presidential candidates consist of 3 pairs: Anies Baswedan-Abdul Muhaimin Iskandar, Prabowo Subianto-Gibran Rakabuming, Ganjar Pranowo-Mahfud Mahmodin. The data source for this research is based on the meaning of the signs and the interpreted meanings contained in the political posters of the Indonesian presidential candidates.

3.3 The Technique of Collecting Data

The data collection technique in this research is documentation. According to

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from books, archives, papers, written numbers, and photos to create reports and information that can aid in a study is known as documentation.

1. Searching images of political posters for the 2024 Indonesian presidential candidates on the internet.

2. Choosing 5 posters of each 2024 Indonesian presidential candidate.

3. Download each political poster image from the internet and take the poster source then put into Word.

3.4 The Technique of Analysing Data

After collecting and analyzing data, the writer will use qualitative analysis of political posters regarding the 2024 Indonesian presidential candidates to present the results. This research focuses on the semiotic theory of Charles Sanders Pierce. Some identify, classify, describe, interpret, and draw conclusions.

According to Moleong in Fadillah & Sabella (2022), the process of arranging and classifying data into fundamental units of description, patterns, and categories to identify themes and develop working hypotheses based on the data is known as data analysis. The writer analyzes the data by:

1. Classifying all the posters according to Pierce as objects in the form of icons, index, and symbols.

2. Tabulating all the classified data

3. Analyzing all political posters for the 2024 Indonesian presidential candidates using Pierce's theory of triadic meaning.

4. Drawing a conclusion

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CHAPTER IV

DATA AND DATA ANALYSIS

This chapter discusses data and data analysis. The findings presented are data on political posters for the 2024 Indonesian presidential candidates along with their scope and analysis of further signs.

4.1 Data

In this part of the research, the author presents the results of research on the analysis of semiotic signs on the political posters of the 2024 Indonesian presidential candidates. The data that the author presents in this research are 15 political posters of the 2024 Indonesian presidential candidates. The data found on the posters consists of several types of signs, namely icons, indexes, and symbols.

In this research, the data contained in the posters was analyzed using Pierce's semiotic theory, which is called the triadic model, including interpretant, representation, and object components. The author analyzes data on signs on political posters for the 2024 Indonesian presidential candidates. In these posters, the author finds several signs that reveal the meaning of the poster. The data was taken from the Google Internet. The author found three types of signs that he analyzed, namely icons, indexes, and symbols.

4.2 Data Analysis

After taking political posters of the 2024 Indonesian presidential candidates from the internet, the author found signs. The following is an analysis of data that the author obtained from 15 political posters of Indonesian presidential candidates

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in 2024. The data obtained and analyzed is to find the meaning of Pierce's semiotics, namely icon, index, and symbol.

Data 1

This poster is from the campaign of candidate number one, where Anies Baswedan is the presidential candidate and Abdul Muhaimin Iskandar is the vice- presidential candidate. The Anies-Muhaimin pair is supported by the Change Coalition, which consists of three parties supporting the DPR RI, namely the NasDem Party, PKB, and PKS.

a. Ikon

 The face of two men are icons that depict the individuals involved in the election.

 The red-white flag flying in the background are icon that represents a strong national icon.

b. Index

 The word of “ANIES BASWEDAN-ABDUL MUHAIMIN ISKANDAR”

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 The word of “RELAWAN AMIN” indexing supporters of presidential candidate number 1.

c. Symbol

 The word of “CAPRES-CAWAPRES 2024” shows the political campaign of the number 1 presidential candidate pair.

 The word of “PERUBAHAN BERSAMA RAKYAT” depicts the spirit of unity and struggle.

This poster tries to convey the message of the vision and mission of the candidate pair which is summarized in the slogan change with the people and invites volunteers to support these candidates in the 2024 presidential and vice- presidential elections. Even though the candidates' faces are censored, the spirit of the campaign can still be felt through the text and this poster design.

Data 2

The poster above is a political campaign poster for Anies Baswedan and Muhaimin Iskandar as presidential and vice-presidential candidates for 2024. The

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Anies-Muhaimin pair is supported by the Change Coalition, which consists of three parties supporting the DPR RI, namely the NasDem Party, PKB, and PKS.

a. Ikon

 Two smiling men are an icon that describes the individuals involved in the presidential election campaign.

 The red-white flag flying in the background represents a strong national icon.

b. Index

 The text “CAPRES CAWAPRES 2024” indexing the poster to the 2024 presidential and vice-presidential elections.

 The text “ANIES BASWEDAN, MUHAIMIN ISKANDAR” indexing the name of individuals candidate of presidential.

c. Symbol:

 The statue of IKADA The statues of IKADA shows a national identity and symbols

The poster shows two men taking photos while smiling, wearing neat clothes and skullcaps, showing their confidence and readiness to run for president and vice president in 2024. The background of the photo is supported by the red and white flag, which strengthens the state symbol of Indonesia.

Data 3

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This poster is from the first candidate's campaign, in which Abdul Muhaimin Iskandar is running for vice president and Anies Baswedan is running for president. The three parties that support the DPR RI—the NasDem Party, PKB, and PKS—make form the Change Coalition, which backs the Anies-Muhaimin duo.

a. Ikon

 The two men in the poster is the individual icon of the presidential candidate pair.

 Badge with the word “AMIN” indicate individual or group identity.

b. Index

 The word “ANIES&MUHAIMIN 1 AMIN” indexing two individuals seen in the image.

 The word “INDONESIA ADIL&MAKMUR UNTUK SEMUA” index that conveys the campaign message.

c. Symbol

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 The top of the image uses red and white, which are the color of the Indonesian flag. The bottom of the image has a dark blue background with green and red stripes, possibly depicting diversity and national spirit.

This poster features two people with censored faces, standing side by side and giving a thumbs up. This symbolizes unity and support for the couple Anies and Muhaimin. At the bottom of the image, there is text in capital letters that states

"FAIR & PROSPEROUS INDONESIA FOR ALL" which emphasizes the importance of justice and prosperity for all Indonesian citizens.

Data 4

The poster above is a political campaign poster for Anies Baswedan as presidential candidate and Muhaimi Iskandar as vice presidential candidate for 2024. The pair is ranked number 1, supported by the NasDem, PKB and PKS parties.

a. Ikon

 The two men in the poster is the individual icon of the presidential

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 Badge with the word “AMIN” indicate individual or group identity.

b. Index

 The text “Pilihan Terbaik Untuk Perubahan” indexing the people's choice that Anies-Muhaimin is the right choice to lead Indonesia

c. Symbol

 Consisting of green and orange parts, it may represent the colors of a flag or political party.

 The hands form a salute indicating the candidate's respect for the Indonesian nation.

 The Word “#AminAjaDulu” symbolizes the abbreviation of the names Anis and Muhaimin to be given the opportunity to lead the country.

 The skullcap hat used by the candidate symbolizes the Indonesian Cultural Association.

 The large blue circle with the number 1 indicates the candidate's electoral number.

 The word “Satu Nusa, Satu Bangsa, Satu Bahasa” symbolizes the oath of youth.

This poster features two male candidates whose faces are obscured to maintain privacy. There is a large blue circle with a prominent “1” in the background,

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"SATU NUSA, SATU NATION, SATU LANGUAGE" under the number

"1," emphasizing national unity, which shows their commitment to togetherness and unity among citizens. This poster tries to convey the message that these two candidates are the best choice to bring about positive change.

Data 5

This poster is from the first candidate's campaign, in which Abdul Muhaimin Iskandar is running for vice president and Anies Baswedan is running for president. The three parties that support the DPR RI—the NasDem Party, PKB, and PKS—make form the Change Coalition, which backs the Anies-Muhaimin duo.

a. Ikon:

 The two men are icons that depict the individuals involved in the election.

b. Index:

 The word “Ayo Kita..!! Amiin..kan” has the meaning of inviting the people to elect and make Anies and Muhaimin leaders.

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C. Symbol

 The background of the sky and clouds symbolizes the bright atmosphere during the election period and the Indonesian sky.

 The word “Indonesia Berdaulat” symbolizes Indonesian sovereignty and power.

 The word “Capres-cawapres 2024-2029” symbolizes the period that will be led by the presidential candidate and vice-presidential candidate.

 The skullcap hat used by the candidate symbolizes the Indonesian Cultural Association

This poster is political campaign material promoting two individuals for leadership positions, with an emphasis on Indonesian unity and sovereignty.

Underneath, there is the text “ANIES - CAK IMIN,” showing the names of the individuals being promoted. The slogan "INDONESIA BERDAULAT"

emphasizes national independence and sovereignty. The big text at the top says

“AYO KITA…!! AMIIN...KAN," which calls for action or provides support.

Data 6

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The poster above is a political campaign poster for candidate number 2, with the names Prabowo Subianto as presidential candidate and Gibran Rakabumingraka as vice presidential candidate. The Prabowo-Gibran pair is supported by seven political parties.

a. Icon

 The two individual faces describe the pair of presidential candidates in the election.

b. Index

 The word DEKLARASI PRABOWO GIBRAN indexing the conveys the campaign message.

c. Symbol

 The red and white background colors developed the Indonesian flag, while the yellow color symbolizes the attention of the candidate.

 The word “Kabar Golkar” is a symbol of the party supporting the presidential candidate pair.

 The number 4 symbolizes the serial number of the Golkar Party supporting the presidential candidate pair.

This poster features two individuals whose faces have been pixelated to maintain privacy. There is a main text that reads "PRABOWO GIBRAN

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DECLARATION," which means the couple declares themselves to be the president's chosen partner. Also, below the main text, there is additional information in white indicating that these two individuals are candidates for president and vice president in 2024. The background at the top of the poster is red with a logo in both corners, possibly representing a political party or organization.

Data 7

The poster above is a political campaign poster for candidates Prabowo Subianto as presidential candidate and Gibran Rakabuming Raka as vice presidential candidate in 2024. The Prabowo-Gibran poster displays images of two figures who are representatives of two different generations.

a. Ikon

 Two men's faces images of specific men that function as symbols for candidates in elections

 A powerful national symbol is represented by the “red-white flag” floating in the background.

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b. Index

 The text “Indonesia Maju Bersama Prabowo-gibran” indexing the campaign message of the presidential candidate pair and vice-presidential candidate number 2 on the poster.

c. Symbol

 The “map of Indonesia” represents the entire country and is a symbol of Indonesian identity.

 The candidate's skullcap represents the Indonesian Cultural Association.

 The word “CAPRES-CAWAPRES RI 2024” shows the political campaign of the number 2 presidential candidate pair of 2024.

This poster shows two individuals wearing formal clothes, and there is white text that reads, "Indonesia Forward Bersama." This depicts two individuals trying to move forward together for Indonesia, with the hope of leading the country in a better direction. The red and white colors on the poster also reflect the spirit of nationalism and patriotism.

Data 8

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The poster above depicts the collaboration between Prabowo Subianto and Gibran Rakabuming Raka, two important figures in Indonesian politics who represent two different generations. The pair is in number two.

a. Ikon

 The two men in the poster is the individual icon of the presidential candidate pair.

b. Index

 The yellow circle with number “2” shows that there is a relationship between the characteristics represented by presidential candidate pair number 2.

 The word “PRABOWOW 2024 GIBRAN” indexing the names of 2024 presidential candidate pair number 2.

c. Symbol

 The text “BERSAMA INDONESIA MAJU” symbolizes the candidate's overall campaign message.

 The background colors "sky blue" symbolizes the wisdom of the presidential candidate; the color "red" symbolizes the courage and strength of the candidate; and the color "yellow" symbolizes the candidate's sense of optimism in running for president.

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 The number “2” is a symbol of the serial number of the presidential candidate pair.

This poster shows two male figures, Prabowo and Gibran, in the political campaign for 2024. The text "PRABOWO 2024 GIBRAN BERSAMA INDONESIA MAJU" indicates support for their cooperation to advance Indonesia. The striking number "2" has the meaning of the serial number of the Prabowo-Gibran candidate pair.

Data 9

This poster shows two male figures who are candidates in the 2024 political elections, where Prabwowo is the presidential candidate and Gibran is the vice- presidential candidate. The pair was supported by seven parties, including Gerindra, Golkar, PAN, PBB, Garuda, and PSI.

a. Ikon

 The faces of two men are icons that depict the individuals involved in the 2024 presidential candidate pair.

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b. Index

 The text “INDONESIA MAJU BERSAMA” conveying the campaign message of the candidate pair “PRABOWO SUBIANTO-GIBRAN RAKABUMING RAKA”

c. Symbol

 The white of background can depict the simplicity and sincerity of the presidential candidate.

 The National Emblem of Indonesia, Garuda Pancasila, symbolizes the unity and integrity of the Indonesian nation.

 The text “CALON PRESIDEN-CALON WAKIL PRESIDEN 2024”

symbolizes the presidential candidate at the general election event.

 The Indonesian map image is a symbol of the country's identity and depicts Indonesia's homeland as a whole.

This poster shows two male figures, Prabowo and Gibran, in the political campaign for 2024. The text "PRABOWO 2024 GIBRAN BERSAMA INDONESIA MAJU" indicates support for their cooperation to advance Indonesia. The striking number "2" has the meaning of the serial number of the Prabowo-Gibran candidate pair.

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Data 10

The image above is a political campaign poster for candidate number two, Prabowo Subianto running for president and Gibran Rakabuming Raka for vice president. Seven political parties back Prabowo and Gibran together.

a. Ikon

 The “two men cartoon characters” shows two pairs of presidential candidates using cartoon characters that give a cool impression to the prospective candidates.

b. Index

 The fingers that form the number two and the shape of love index the positive actions given by candidate pair number 2.

c. Symbol

 The background color is sky blue on the background describes the identity of the party or candidate.

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 The red and white colors on the symbol on the poster represent the Indonesian flag.

 The number “2” symbolizes the serial number of candidates in the presidential election.

 The text “PRABOWO GIBRAN 2024” indicates the candidate and election year.

 The word “BERSAMA INDONESIA MAJU” represents the candidate's overall platform.

This poster depicts a political campaign with the message "BERSAMA INDONESIA MAJU" involving a character named "PRABOWO GIBRAN" in the 2024 election. In this poster, cartoon characters show support and enthusiasm for this cause. The number “2” may refer to the serial number or political party involved. The overall message is about cooperation and progress in Indonesia.

Data 10

The poster above is a political campaign poster for candidate number 3 with the abbreviation GAMA, namely Ganjar as presidential candidate and Mahfud as vice presidential candidate. The candidate pairs were supported by the PDI

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Perjuangan Party and the United Development Party, as well as the Hanura Party and the Perindo Party.

a. Icon

 The two men in the poster Icons of the candidates participating in the election.

b. Index

 Ganjar-Mahfud indexing the name of individuals candidate.

 The text “Gerak Cepat Indonesia Maju” indexing the candidate's overall campaign message.

c. Symbol

 The number “3” represents the serial number of the presidential candidate on the poster.

 The word “GAMA” is a symbol of the abbreviated name of presidential candidate number 3.

 The Indonesian map image is a symbol of the country's identity and depicts Indonesia's homeland as a whole.

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This poster shows two individuals wearing formal clothes, indicating a professional or official context. The banner at the bottom contains the acronym

"GAMA" and the phrase "Gerak Cepat Indonesia Maju," indicating a form of movement or campaign for the rapid progress of Indonesia.

Data 12

This poster design contains photos or images of the two 2024 presidential and vice-presidential candidates, namely Ganjar Pranowo-Mahfud, MD, with attractive design elements and highlighting their collaboration. The Ganjar- Mahfud pair is at number 3. The candidate pair is supported by the PDI Perjuangan Party and the United Development Party.

a. Icon

 Two faces of men portraits of individual males that serve as election candidate icons.

 A powerful national symbol is represented by the red-white flag floating in the background.

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 The word “Ganjar-Mahfud” is an index of the names of two men on the poster who are running as presidential and vice-presidential candidates, with the campaign message “UNTUK INDONESIA LEBIH MAJU”.

c. Symbol

 The red background symbolizes courage, and the white symbolizes the purity of the presidential candidate pair on the poster.

 The unity and integrity of the Indonesian nation are represented by Garuda Pancasila, the national emblem of Indonesia.

This poster displays two figures, Ganjar and Mahfud, who are committed to taking Indonesia in a more advanced direction. The message to be conveyed is that they are candidates who are ready to advance the country. Garuda Pancasila at the top of the poster shows Indonesia's national identity, and the slogan

"UNTUK INDONESIA LEBIH MAJU" emphasizes their goal.

Data 13

This poster design contains photos or images of the two 2024 presidential and vice-presidential candidates, namely Ganjar Pranowo-Mahfud MD, with attractive

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design elements and highlighting their collaboration. The Ganjar-Mahfud pair is at number 3.

a. Icon

 Two men's faces images of specific men that function as symbols for candidates in elections.

 Election ballot boxes are boxes where ballots are collected based on categories.

b. Index

 The “Election ballot box-2024” has a relationship that is represented, namely voting in the presidential and vice-presidential elections, which will be held in 2024.

C. Symbol

 The grey color in the background represents the color of the ballot box for the presidential election paper.

 The number “2024” shows the symbol for the time of the general election for president and vice president.

 The Indonesian map image is a symbol of the country's identity and depicts Indonesia's homeland as a whole

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 The skullcap hat used by the candidate symbolizes the Indonesian Cultural Association

 The “National emblem of Indonesia Garuda” symbolizes the unity and integrity of the Indonesian nation.

This poster depicts two candidates who will participate in the 2024 general elections in Indonesia, with a background of the Indonesian flag in a distinctive style as the icon of the Indonesian state and a ballot box. There is a ballot box with the words "2024" and the Indonesian national symbol, indicating the election or voting theme.

Data 14

The poster above is a political campaign poster for candidate number 3 with the abbreviation GAMA, namely Ganjar as presidential candidate and Mahfud as vice presidential candidate. The candidate pairs were supported by the PDI Perjuangan Party and the United Development Party, as well as the Hanura Party and the Perindo Party.

a. Icon

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 Two pixelated individual face of men Icons representing the candidates in the election.

 The image of a “Bull's head in a black-white circle” is the icon of the PDI Perjuangan party supporting presidential candidate number 3

b. Index

 The text “Gerak Cepat Indonesia Maju” indexing the platform of the candidate as a whole.

 The word “GANJAR-MAHFUD” indexing the name of candidate pair number 3 on the poster for the “2024 CAPRES-CAWAPRES”.

 The background of group candidate has a relationship in the presidential election campaign discussion on candidate number 3.

c. Symbol

 The word “GAMA” is a representation of the third presidential candidate's shortened name.

 The red background color is a symbol of the courage possessed by the presidential candidate pair, and the black color shows simplicity and efficiency in their actions and policies.

 The number “3” is a representation of the presidential candidate pair's serial number.

This poster may be an endorsement for a particular candidate in the 2024 presidential election. This poster may be associated with a particular political

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also provide clues about political affiliation. The slogan "3 FAST MOVEMENTS FOR INDONESIA FORWARD" contains a message about fast action for Indonesia's progress. This can refer to policy plans, infrastructure development, or social changes proposed by the candidate pair.

Data 15

a. Icon

 Two men stepped up to convey the meaning of readiness to lead the Indonesian nation to excellence.

 The four icons in the white box are the parties supporting the presidential and vice-presidential candidates in the general election.

b. Index

 The text “Menuju Indonesia Unggul” index the vision and mission of the presidential and vice-presidential candidates.

 The text “gerak cepat menuju negara maritim yang adil dan lestari” one of the candidate's visions that describes a commitment to accelerating

sustainable, equitable and just development.

A SEMIOTIC ANALYSIS OF THE POLITICAL POSTERS IN THE 2024 INDONESIAN’S PRESIDENTIAL CAMPAIGN