Konstruksi Teks “Atap Rumah Bangsa” Bertajuk “Lomba Avatar ARB” sebagai Sarana Marketing Politik

Abstract

Political marketing is considered as tool to introduce the party or political leaders effectively to public. Ahead of the 2014 election, some text of certain candidates or political parties were present. Undesirable condition when texts were used as a hidden campaign tool in the gray area on media regulation, especially in television. This study describes how text of “Atap Rumah Bangsa” on TV One and ANTV in 2013 is being built. This study uses semiotic analysis of Roland Barthes and the results stated that text of “Atap Rumah
Bangsa” through “Lomba Avatar ARB” constructs positive image of ARB and Golkar.