Demokrasi dan Media Sosial: Konstelasi Politik dalam Kreasi Meme
DOI:
https://doi.org/10.21580/jpw.v2i2.8067Keywords:
meme, medsos, hoax, Pilkada, media kampanyeAbstract
Nowdays digital media especially social media (socmed) has a significant role to disseminate message and information. Socmed with each plattform becomes an effective communication channel through text, video, or picture. And meme is one of the unique communication media in socmed. Creating a meme needs photo or picture which is added short sentence or phrase as a caption to bold the meaning. Multiplication meme in socmed is a must, either duplication or reduplication, therefore very riskful to manipulate information (hoax). Central Java Province have held regional election, and many creation of memes were used by both candidate supporters massively as media campaign to win the election. Many hoax are found in socmed during the election, and also negative and black campaign for sure. This article based on a qualitative research about the meme’s phenomenon of regional election of Central Java Province which was observed in socmed. While discourse theory is used to analyze datas, then we will understand that meme is a visualization of message that has contestation of idea which is argued in virtual space.
Sekarang ini media digital khususnya media sosial (medsos) mempunyai peran yang sangat signifikan dalam mendiseminasikan pesan dan informasi. Medsos dengan berbagai platformnya menjadi sebuah saluran komunikasi yang efektif baik itu berupa teks, video, ataupun gambar. Dan meme merupakan salah satu keunikan media komunikasi di medsos. Kreasi meme memerlukan foto ataupun gambar dengan tambahan kalimat pendek atau frasa untuk mempertegas makna. Multiplikasi meme di medsos merupakan suatu keniscayaan, baik berupa duplikasi ataupun reduplikasi, karenanya sangat beresiko untuk memanipulasi informasi (hoax). Pemanfaatan meme secara masif untuk kepentingan politik terlihat pada pemilihan kepala daerah (Pilkada) di Jawa Tengah. Kedua kubu kandidat secara masif memanfaatkan meme sebagai media kampanye untuk memenangkan Pilkada. Berbagai hoax tersebar dalam bentuk meme di medsos selama pergelaran Pilkada: baik itu berupa kampanye negatif maupun kampanye hitam. Artikel ini berbasis pada riset kualitatif mengenai fenomena meme di medsos selama Pilkada Jateng. Teori wacana dipakai oleh peneliti untuk menganalisis data sehingga difahami bahwa meme merupakan visualisasi pesan yang didalamnya mengandung ide yang dikontestasikan di medsos.
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