ANALISIS MULTIMODAL IKLAN CETAK CALON LEGISLATOR PARTAI KEADILAN SEJAHTERA (PKS) KOTA MADIUN TAHUN 2024

salim, nur (2025) ANALISIS MULTIMODAL IKLAN CETAK CALON LEGISLATOR PARTAI KEADILAN SEJAHTERA (PKS) KOTA MADIUN TAHUN 2024. S2 thesis, UNIVERSITAS PGRI MADIUN.

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Abstract

This study aims to analyze the realization of visual and verbal elements in four printed political advertisements of legislative candidates (caleg) from the Prosperous Justice Party (PKS) in Madiun City during the 2024 General Election, using the framework of Generic Structure Potentials (GSP) as proposed by Cheong (2004). The primary objective is to examine how multimodal structures are employed in political print advertising and how visual and linguistic components work together to shape political messages. The research adopts a qualitative approach with a document analysis method, applying content analysis techniques to identify and classify the types and frequencies of both verbal and non-verbal GSP elements. Data were collected from four print advertisements of PKS candidates that were publicly displayed during the legislative campaign period in Madiun City. Each advertisement was systematically analyzed to uncover the use of components such as Display, Lead, Emblem, Primary Announcement, Secondary Announcement, Tag, and Call and Visit Information. The findings reveal that out of a total of 21 visual components, the elements Display, Lead: Level of Attractiveness (LoA), and Emblem were consistently used across all ads, indicating a unified visual strategy. However, variations occurred in the number of Lead: Complementary LoA, with the second ad being the most visually enriched. Regarding the 18 verbal components, all ads included a Primary Announcement, yet differences emerged in the number of Secondary Announcements and Tags. Only the first ad provided Call and Visit Information, and none of the ads included Enhancers. These results suggest that while the core GSP elements were applied consistently, the complementary components were used flexibly, reflecting each candidate’s unique rhetorical and communication style. Future research is recommended to explore audience perceptions of GSP elements’ effectiveness in shaping voter preferences, and to conduct comparative studies between print and digital media across different political parties or regions. Keywords: Generic Structure Potentials, Multimodal Discourse Analysis, Political Print Advertisement

Item Type:	Thesis/Skripsi/Tugas Akhir (S2)
Kata Kunci:	Generic Structure Potentials, Multimodal Discourse Analysis, Print Advertising, Politics Generic Structure Potentials, Multimodal Discourse Analysis, Print Advertising, Politics Generic Structure Potentials, Multimodal Discourse Analysis, Print Advertising, Politics Generic Structure Potentials, Multimodal Discourse Analysis, Print Advertising, Politics
Subjects:	A Social Sciences > H Social Sciences (General) 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:	NUR SALIM NUR
Date Deposited:	10 Sep 2025 03:32
Last Modified:	10 Sep 2025 03:32
URI:	http://eprint.unipma.ac.id/id/eprint/4713

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