kecenderungan pesan politik twitter walikota … · bab v penyajian dan analisis data ... a. buku...
TRANSCRIPT
KECENDERUNGAN PESAN POLITIK TWITTER WALIKOTA BANDUNG
TERKAIT PERSONAL BRANDING (Analisis isi pada akun twitter @ridwankamil periode 1 – 31 Maret 2015)
SKRIPSI
Diajukan kepada Fakultas Ilmu Sosial dan Ilmu Politik
Universitas Muhammadiyah Malang
Untuk Memenuhi Persyaratan Memperoleh Gelar Sarjana (S-1) Komunikasi
Disusun Oleh :
Efrina Heny Sustya Pardiana
201110040311128
Dosen Pembimbing :
M. Himawan Sutanto, M.Si
Drs. Abdullah Masmuh, M.Si
JURUSAN ILMU KOMUNIKASI
FAKULTAS ILMU SOSIAL DAN POLITIK
UNIVERSITAS MUHAMMADIYAH MALANG
2015
ix
DAFTAR ISI
HALAMAN JUDUL ............................................................................................ i
LEMBAR PERSETUJUAN ................................................................................. ii
LEMBAR PENGESAHAN ................................................................................. iii
ORISINALITAS .................................................................................................. iv
BERITA ACARA BIMBINGAN SKRIPSI ........................................................ v
ABSTRAK ............................................................................................................ vi
KATA PENGANTAR .......................................................................................... vii
DAFTAR ISI ......................................................................................................... ix
DAFTAR GAMBAR ........................................................................................... xii
DAFTAR TABEL .................................................................................................. xv
BAB I PENDAHULUAN ..................................................................................... 1
A. Latar Belakang .......................................................................................... 1
B. Rumusan Masalah ..................................................................................... 5
C. Tujuan Penelitian ....................................................................................... 5
D. Kegunaan Penelitian ................................................................................. 5
D.1 Kegunaan Teoritis ............................................................................ 5
D.2 Kegunaan Praktis ............................................................................. 6
BAB II TINJAUAN PUSTAKA ........................................................................... 7
A. Komunikasi & Politik, Komunikasi Politik ............................................ 7
B. Pesan ........................................................................................................ 12
C. Pesan Dalam Komunikasi Politik ............................................................ 21
x
C.1 Keinginan .................................................................................... 22
C.2 Nilai ............................................................................................ 23
C.3 Ideologi ....................................................................................... 26
C.4 Opini ........................................................................................... 27
C.5 Pemikiran .................................................................................... 28
D. Pembicaraan Politik ................................................................................ 30
E. Komunikasi Massa .................................................................................. 31
F. Brand, Branding, Personal Branding ...................................................... 34
F.1 Delapan Konsep Personal Branding (The Eight Laws of Personal
Branding) Oleh Peter Montoya, 2002 ................................................... 39
G. Twitter..................................................................................................... 42
G.1 Pengertian Twitter ..................................................................... 42
G.2 Sejarah Twitter .......................................................................... 43
H. Analisis Isi .............................................................................................. 43
BAB III METODE PENELITIAN...................................................................... 51
A. Pendekatan Penelitian ........................................................................... 51
B. Tipe dan Dasar Penelitian .................................................................... 51
C. Ruang Lingkup Penelitian .................................................................... 51
D. Unit Analisis ......................................................................................... 52
E. Struktur Kategori ................................................................................... 52
F. Waktu Penelitian ................................................................................... 54
G. Teknik Pengumpulan Data.................................................................... 54
G.1 Primer ............................................................................................. 54
xi
G.2 Sekunder......................................................................................... 54
H. Teknik Analisis Data 54
BAB IV GAMBARAN UMUM TENTANG AKUN RIDWAN KAMIL ........... 56
A. Profil Ridwan Kamil ............................................................................... 56
B. Profil Akun @ridwankamil ..................................................................... 59
B.1 Istilah Istilah Dalam Twitter ............................................................ 61
BAB V PENYAJIAN DAN ANALISIS DATA ................................................... 64
A. Analisa Personal Branding Pada Communicative Ideology Tweet ........ 65
B. Analisa Personal Branding Pada Emotional Quality Tweet ................... 86
C. Analisa Personal Branding Pada Core Argue ......................................... 100
BAB VI PENUTUP .............................................................................................. 123
A. Kesimpulan ............................................................................................. 123
B. Saran........................................................................................................ 124
B.1 Saran Akademis ............................................................................... 124
B.2 Saran Praktis ..................................................................................... 124
DAFTAR PUSTAKA ........................................................................................... 126
LAMPIRAN
xii
DAFTAR GAMBAR
BAB IV
Gambar B.1.1 Tweet berbahasa sunda @ridwankamil ....................................... 45
Gambar B.1.2 Tweet Argument @ridwankamil ................................................ 45
BAB V
Gambar A.1.1 Tweet Communicative Ideology .................................................. 65
Gambar A.1.2 Tweet Communicative Ideology .................................................. 67
Gambar A.1.3 Tweet Communicative Ideology .................................................. 69
Gambar A.1.4 Tweet Communicative Ideology .................................................. 71
Gambar A.1.5 Tweet Communicative Ideology .................................................. 73
Gambar A.1.6 Tweet Communicative Ideology .................................................. 75
Gambar A.1.7 Tweet Communicative Ideology .................................................. 78
Gambar A.1.8 Tweet Communicative Ideology .................................................. 80
Gambar A.1.9 Tweet Communicative Ideology .................................................. 82
Gambar A.1.10 Tweet Communicative Ideology ................................................ 84
Gambar B.1.1 Tweet Emotional Quality ............................................................. 86
Gambar B.1.2 Tweet Emotional Quality ............................................................. 88
Gambar B.1.3 Tweet Emotional Quality ............................................................. 90
Gambar B.1.4 Tweet Emotional Quality ............................................................. 92
Gambar B.1.5 Tweet Emotional Quality ............................................................. 94
Gambar B.1.6 Tweet Emotional Quality ............................................................. 96
xiii
Gambar B.1.7 Tweet Emotional Quality ............................................................. 98
Gambar C.1.1 Tweet Core Argument ............................................................... 100
Gambar C.1.2 Tweet Core Argument ............................................................... 102
Gambar C.1.3 Tweet Core Argument ............................................................... 104
Gambar C.1.4 Tweet Core Argument ............................................................... 106
Gambar C.1.5 Tweet Core Argument ............................................................... 108
Gambar C.1.6 Tweet Core Argument ............................................................... 110
Gambar C.1.7 Tweet Core Argument ............................................................... 112
Gambar C.1.8 Tweet Core Argument ............................................................... 112
Gambar C.1.9 Tweet Core Argument ............................................................... 113
Gambar C.1.10 Tweet Core Argument ............................................................. 113
Gambar C.1.11 Tweet Core Argument ............................................................. 114
Gambar C.1.12 Tweet Core Argument ............................................................. 114
Gambar C.1.13 Tweet Core Argument ............................................................. 115
Gambar C.1.14 Tweet Core Argument ............................................................. 115
Gambar C.1.15 Tweet Core Argument ............................................................. 116
Gambar C.1.16 Tweet Core Argument ............................................................. 116
Gambar C.1.17 Tweet Core Argument ............................................................. 117
Gambar C.1.18 Tweet Core Argument ............................................................. 117
Gambar C.1.19 Tweet Core Argument ............................................................. 118
Gambar C.1.20 Tweet Core Argument ............................................................. 118
Gambar C.1.21 Tweet Core Argument ............................................................. 120
Gambar C.1.22 Tweet Core Argument ............................................................. 120
xiv
Gambar C.1.23 Tweet Core Argument ............................................................. 121
Gambar C.1.24 Tweet Core Argument ............................................................. 121
Gambar C.1.25 Tweet Core Argument ............................................................. 122
Gambar C.1.26 Tweet Core Argument ............................................................. 122
xvi
DAFTAR TABEL
BAB III
Tabel Kategorisasi .............................................................................................. 53
BAB V
Tabel A.1.1 Analisa Tweet Communicative Ideology ......................................... 65
Tabel A.1.2 Analisa Tweet Communicative Ideology ......................................... 67
Tabel A.1.3 Analisa Tweet Communicative Ideology ......................................... 69
Tabel A.1.4 Analisa Tweet Communicative Ideology ......................................... 71
Tabel A.1.5 Analisa Tweet Communicative Ideology ......................................... 73
Tabel A.1.6 Analisa Tweet Communicative Ideology ......................................... 75
Tabel A.1.7 Analisa Tweet Communicative Ideology ......................................... 78
Tabel A.1.8 Analisa Tweet Communicative Ideology ......................................... 80
Tabel A.1.9 Analisa Tweet Communicative Ideology ......................................... 82
Tabel A.1.10 Analisa Tweet Communicative Ideology ....................................... 84
Tabel B.1.1 Analisa Tweet Emotional Quality ................................................... 86
Tabel B.1.2 Analisa Tweet Emotional Quality ................................................... 88
Tabel B.1.3 Analisa Tweet Emotional Quality ................................................... 90
Tabel B.1.4 Analisa Tweet Emotional Quality ................................................... 92
Tabel B.1.5 Analisa Tweet Emotional Quality ................................................... 94
Tabel B.1.6 Analisa Tweet Emotional Quality ................................................... 96
Tabel B.1.7 Analisa Tweet Emotional Quality ................................................... 98
Tabel C.1.1 Analisa Tweet Core Argument ..................................................... 100
xvii
Tabel C.1.2 Analisa Tweet Core Argument ..................................................... 102
Tabel C.1.3 Analisa Tweet Core Argument ..................................................... 104
Tabel C.1.4 Analisa Tweet Core Argument ..................................................... 106
Tabel C.1.5 Analisa Tweet Core Argument ..................................................... 108
Tabel C.1.6 Analisa Tweet Core Argument ..................................................... 110
126
Daftar Pustaka
A. Buku
Dan Nimmo. 2000. Komunikasi Politik. Bandung: Rosda Karya.
Denzin, Norman K.. 2011. The Sage Handbook of Qualitative Research. Yogyakarta:
Pustaka Pelajar.
Haroen, Dewi. 2014. Personal Branding, Jakarta: Gramedia.
Junaedi, Fajar. 2013. Komunikasi Politik Teori, Aplikasi, dan Strategi di Indonesia.
Yogyakarta: Buku Litera.
Jurdi, Nabeel. 1983. Readings in Mass Communication. Dalam Nurudin, 2009,
Pengantar Komunikasi Massa, Jakarta: Rajawali Pers.
Kamil, Ridwan. 2014. #TETOT Aku, Kamu, dan Media Sosial. Bandung: Sygma
Creative Media Corp.
Klaus Krippendorff. 2004. Content Analysis: An Introductions to its Methodology
(Second Edition). California: Sage Publication.
Littlejohn, Stephen W. Foss A Karen. 2008. Teori Komunikasi (Theories of Human
Communication Edisi ke 9). Jakarta: Salemba Humanika.
Nasrullah, Rulli. 2014. Teori dan Riset Media Siber (Cybermedia), Jakarta: Kencana
Prenada Media Group.
Moleong, Lexy. 2014. Metodologi Penelitian Kualitatif edisi revisi. Bandung: PT.
Remaja Rosdakarya.
Montoya, Peter. 2002. Strategic Personal Branding. Dalam Haroen, Dewi. 2014.
Personal Branding, Jakarta: Gramedia.
127
Nurudin, 2009, Pengantar Komunikasi Massa, Jakarta: Rajawali Pers.
O’Brien, Timothy P. 2007. The Power of Branding. Dalam Haroen, Dewi. 2014.
Personal Branding, Jakarta: Gramedia.
Peters, Tom. 1997. The Brand Called You. Dalam Haroen, Dewi. 2014. Personal
Branding, Jakarta: Gramedia.
Robert Philiph Weber. 1990. Basic Content Analysis. California: Sage Publication,
Solatun, Sayuti Dulah. 2014. Komunikasi Pemasaran Politik. Bandung: Remaja
Rosdakarya.
Sugiyono. 2008. Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung:
Alfabeta.
Waloeyo, Jati Yohan. 2010. TWITTER Best Social Networking. Yogyakarta: Andi
Offset.
B. Internet
http://www.academia.edu/6836652/Teori_Komunikasi_Massa_Media_Efek_dan_Au
dience : diakses pada 31 Maret 2015 pukul 02.04 WIB.
http://allcommunication.blogspot.com/2010/12/pesan-pesan-politik.html diakses pada
27/08/2015 pukul 9.15 WIB
http://www.apapengertianahli.com/2014/09/pengertian-opini-apa-itu-opini.html#
diakses 27/08/2015 pada 18.00 WIB
http://www.blogbamz.com/2013/02/cara-menggunakan-twitter.html : diakses pada 4
Mei 2015 pukul 21.19 WIB
128
https://jennimahasiswaupnyk.wordpress.com/2012/04/27/brand-and-branding/ :
diakses pada 21 februari 2015 pukul 22.31 WIB.
http://kuliahgratis.net/brand-dan-personal-branding/ : diakses pada 21 februari 2015
pukul 22.08 WIB.
https://nururbintari.wordpress.com/category/personal-branding/ : diakses pada 6
februari 2015 pukul 01.51 WIB.
http://www.psychologymania.com/2011/08/defenisi-minat-menurut-beberapa-
ahli.html diakses pada 27/08/2015 pukul 9.34 WIB
http://www.pengertianpakar.com/2015/03/pengertian-nilai-dan-macam-macam-
nilai.html diakses pada 27/08/2015 pukul 9.45 WIB
http://www.pengertianahli.com/2013/05/pengertian-ideologi-menurut-para-ahli.html#
diakses pada 27/08/2015 pukul 9.56 WIB
http://www.profilpedia.com/2014/11/profil-dan-biografi-ridwan-kamil.html : diakses
pada 22 mei 2015 pukul 21.36 WIB.
https://twitter.com/ridwankamil/status/573660567275110400 : diakses pada 3 april
2015 pukul 22.47WIB
https://twitter.com/ridwankamil/status/573133344176672768 : diakses pada 3 april
2015 pukul 22.30WIB
https://twitter.com/ridwankamil/status/57209938684633089 : diakses pada 3 april
2015 pukul 20.46WIB
https://twitter.com/ridwankamil/status/582454079772712960 : diakses pada 3 april
2015 pukul 01.14WIB
129
https://twitter.com/ridwankamil/status/578780039094747136 : diakses pada 3 april
2015 pukul 21.56WIB
https://twitter.com/ridwankamil/status/578472280134590465 : diakses pada 3 april
2015 pukul 21.59WIB
https://twitter.com/ridwankamil/status/579272435914031104 : diakses pada 3 april
2015 pukul 21.45WIB
https://twitter.com/ridwankamil/status/577431397171773440 : diakses pada 3 april
2015 pukul 22.09WIB
https://twitter.com/ridwankamil/status/572047975993643009 : diakses pada 3 april
2015 pukul 22.03WIB
https://twitter.com/ridwankamil/status/571903191618469889 : diakses pada 3 april
2015 pukul 22.07WIB
https://twitter.com/ridwankamil/status/577454295542464512 : diakses pada 3 april
2015 pukul 22.07 WIB
https://twitter.com/ridwankamil/status/580252089165447168 : diakses pada 3 april
2015 pukul 21.20 WIB
https://twitter.com/ridwankamil/status/571899694537818112 : diakses pada 3 april
2015 pukul 21.55 WIB
https://twitter.com/ridwankamil/status/581049203490566144 : diakses pada 3 april
2015 pukul 01:32 WIB
130
https://twitter.com/ridwankamil/status/574007890672926720 : diakses pada 3 april
2015 pukul 22:56 WIB
https://twitter.com/ridwankamil/status/578802495507423233 : diakses pada 3 april
2015 pukul 21:55 WIB
https://twitter.com/ridwankamil/status/576699833785802752 : diakses pada
3/04/2015 pukul 23:20 WIB
https://twitter.com/ridwankamil/status/579609940215488513 : diakses pada
3/04/2015 pukul 21:34 WIB
https://twitter.com/ridwankamil/status/580252089165447168 diakses pada 3 april
2015 pukul 21.20 WIB
https://twitter.com/ridwankamil/status/578802495507423233 diakses pada 3 april
2015 pukul 21:59 WIB
https://twitter.com/ridwankamil/status/578802495507423233 diakses pada 3 april
2015 pukul 21:55 WIB
https://twitter.com/ridwankamil/status/578802495507423233 diakses pada 3 april
2015 pukul 21:55 WIB
https://twitter.com/ridwankamil/status/57745429554246324 diakses pada 3 april 2015
pukul 22.56 WIB
https://twitter.com/ridwankamil/status/577454295542464762 diakses pada 3 april
2015 pukul 22.13 WIB
131
https://twitter.com/ridwankamil/status/577454295542464512 diakses pada 3 april
2015 pukul 22.46 WIB
https://twitter.com/ridwankamil/status/577454295542783649 diakses pada 3 april
2015 pukul 22.11 WIB
https://twitter.com/ridwankamil/status/577454439142324765 diakses pada 3 april
2015 pukul 22.14 WIB
https://twitter.com/ridwankamil/status/573174295542734094 diakses pada 3 april
2015 pukul 22.16 WIB
https://twitter.com/ridwankamil/status/577239795542467345 diakses pada 3 april
2015 pukul 22.17 WIB
https://twitter.com/ridwankamil/status/573759895542464841 diakses pada 3 april
2015 pukul 22.20 WIB
https://twitter.com/ridwankamil/status/577092359542464583 diakses pada 3 april
2015 pukul 22.21 WIB
https://twitter.com/ridwankamil/status/576129795542467394 diakses pada 3 april
2015 pukul 22.23 WIB
https://twitter.com/ridwankamil/status/578250295542464512 diakses pada 3 april
2015 pukul 22.25 WIB
https://twitter.com/ridwankamil/status/577021395542464512 diakses pada 3 april
2015 pukul 22.27 WIB
132
https://twitter.com/ridwankamil/status/577801265542464512 diakses pada 3 april
2015 pukul 22.30 WIB
https://twitter.com/ridwankamil/status/5774781209182634350 diakses pada 3 april
2015 pukul 22.31 WIB
https://twitter.com/ridwankamil/status/57745429095293741 diakses pada 3 april 2015
pukul 22.33 WIB
https://twitter.com/ridwankamil/status/5774542955424432985 diakses pada 3 april
2015 pukul 22.37 WIB
https://twitter.com/ridwankamil/status/579364017583920463 diakses pada 3 april
2015 pukul 22.40 WIB
https://twitter.com/ridwankamil/status/577454297734981547 diakses pada 3 april
2015 pukul 22.42 WIB
https://twitter.com/ridwankamil/status/577454295548540921 diakses pada 3 april
2015 pukul 22.45 WIB
https://twitter.com/ridwankamil/status/577454295973089126 diakses pada 3 april
2015 pukul 22.48 WIB
https://twitter.com/ridwankamil/status/5772174228475019374 diakses pada 3 april
2015 pukul 22.50 WIB
https://twitter.com/ridwankamil/status/5778754955451029384 diakses pada 3 april
2015 pukul 22.52 WIB
133
https://twitter.com/ridwankamil/status/57773247298594907 diakses pada 3 april 2015
pukul 22.57 WIB
https://twitter.com/ridwankamil/status/577121295597307592 diakses pada 3 april
2015 pukul 22.59 WIB
https://twitter.com/ridwankamil/status/577974395542460931 diakses pada 3 april
2015 pukul 23.01 WIB
http://tugaskomunikasiub.blogspot.com/2011/11/tugas-komunikasi-politik-kelas-pol-
3_1249.html diakses pada 27/08/2015 pukul 8.53 WIB
http://tugaskomunikasiub.blogspot.com/2011/11/pesan-pesan-politik-ik-5.html
diakses pada 3 mei 2015 pukul 21.09 WIB
https://yudomahendro.wordpress.com/2011/08/03/mengenal-analisis-isi-content-
analysis/ : diakses pada 3 mei 2015 pukul 20.46 WIB\
C. Jurnal, Skripsi
Sandra, Lidya Joyce. 2012. “Political Branding Jokowi Selama Masa Kampanye
Pemilu Gubernur DKI Jakarta 2012 di Media Sosial Twitter” Program Studi
Ilmu Komunikasi. Universitas Kristen Petra Surabaya.
Jap, Olivia. 2014. “Taktik Self Presentation Presiden Susilo Bambang Yudhoyono
(SBY) Melalui Akun Twitter @sbyudhoyono”. Program Studi Ilmu
Komunikasi. Universitas Kristen Petra Surabaya.
134
Widyanty, Resty. 2014. “Analisis Twitter Politikus Indonesia Menjelang PEMILU
2014”. Program Studi Ilmu Komunikasi. Universitas Diponegoro Semarang.
Widiastuti, Desi Kurnia. 2014. “Twitter Sebagai Media Alternatif Informasi Publik
(Analisis Isi Twitter Pada @humaskabklaten Pemerintah Kabupaten Klaten
Periode 1 Januari – 28 Februari 2014”. Program Studi Ilmu Komunikasi.
Universitas Islam Negeri Sunan Kalijaga Yogyakarta.