—Beginner voters are part of groups that have a right to vote in elections. They need political reference associated with the introduction of legislative candidates or political parties. Number of beginner voters in polls 2014 predicted to reach 40 percent of the overall number of voters. Political advertising spending on elections 2014 in the campaign time was very large. For beginner voters, political advertising plays an important role as a socialization media for the introduction of a political party as well as legislative candidates in the election. Political ad could be one of political references for them. The study aims to develop political advertising as socialization media for the beginner voters so it expected to increase political participation of beginner voters. This research is a qualitative research, with reception analysis methods. Data collection technique is by in depth interview and focus group discussion. The result showed that not all the audiences can understand completely the message of ads. Based on the televisual theory of Stuart Hall that the audience analysis divided in three positions recitation; predominant hegemonic, negotiations and the opposition. This research has theoretical implications for understanding political party ad(s) and election in Indonesia for beginner voters.
—Political ads, beginner voter, reception analysis, media socialization.
The authors are with the Faculty of Social and Political Sciences, Universitas Pembangunan Nasional Veteran Yogyakarta, Indonesia (email: firstname.lastname@example.org, email@example.com).
Cite: Reny Triwardani and Ida Wiendijarti, "Reception Analysis of Beginner Voter toward the Political Party Advertising of the Winning in the Election 2014," International Journal of Social Science and Humanity vol. 6, no. 10, pp. 779-784, 2016.