GENERIC STRUCTURE POTENTIAL (GSP) IKLAN CETAK CALON LEGISLATOR PARTAI GOLKAR KOTA MADIUN PADA PEMILU 2024

ARIFIANTO, DEDI TRI (2025) GENERIC STRUCTURE POTENTIAL (GSP) IKLAN CETAK CALON LEGISLATOR PARTAI GOLKAR KOTA MADIUN PADA PEMILU 2024. S2 thesis, UNIVERSITAS PGRI MADIUN.

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Abstract

This study aims to analyze the realization of visual and verbal elements in printed political advertisements of legislative candidates (caleg) from the Golkar Party in Madiun City during the 2024 General Election. The primary objective is to explore how the structure of Generic Structure Potentials (GSP) is applied in printed political advertisements as part of a broader political communication strategy. This research employs a qualitative approach using document analysis, with data interpreted through content analysis to identify the number, type, and distribution of visual and verbal components within each advertisement. The data were collected from four printed ads representing Golkar candidates: Toni Prasetyo, S.E., M.M., Brama Sandy, Djoko Pranowo, S.H., and Sudarmadji, S.E. The results indicate a total of 19 visual elements, including 4 Displays, 4 Lead: Level of Attractiveness (LoA), 7 Lead: Complementary LoA, and 4 Emblems. All four advertisements consistently use Display, LoA, and Emblem, while the fourth ad only includes one Complementary LoA compared to two in the other three ads. In terms of verbal elements, a total of 21 linguistic components were found, consisting of 4 Primary Announcements, 11 Secondary Announcements, and 6 Tags. None of the advertisements included Enhancers or Call and Visit Information. A notable variation was seen in the use of Tags: Ads 1 and 2 each featured one Tag, while Ads 3 and 4 used two Tags each. These findings suggest that the application of GSP in Golkar’s printed political ads is relatively consistent in core components but allows flexibility in the use of supporting elements. This flexibility reflects each candidate’s individual rhetorical and visual strategy within the party’s broader communication framework. Key words: Generic Structure Potentials, Multimodal Discourse Analysis, Print Advertisement, MP Candidate

Item Type:	Thesis/Skripsi/Tugas Akhir (S2)
Kata Kunci:	Generic Structure Potentials, Analisis Wacana Multimodal, Iklan Cetak, Calon Legislator
Subjects:	L Education > L Education (General) P Language and Literature > PI Oriental languages and literatures
Divisions:	Fakultas Pascasarjana > Pascasarjana Pendidikan Ilmu Bahasa dan Sastra Indonesia
Depositing User:	ARIFIANTO TRI DEDI
Date Deposited:	10 Sep 2025 03:39
Last Modified:	10 Sep 2025 03:39
URI:	http://eprint.unipma.ac.id/id/eprint/4704

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