top of page
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute
Asian Institute of Research, Journal Publication, Journal Academics, Education Journal, Asian Institute

Journal of Social and Political

Sciences

ISSN 2615-3718 (Online)

ISSN 2621-5675 (Print)

asia insitute of research, journal of social and political sciences, jsp, aior, journal publication, humanities journal, social journa
asia insitute of research, journal of social and political sciences, jsp, aior, journal publication, humanities journal, social journa
asia insitute of research, journal of social and political sciences, jsp, aior, journal publication, humanities journal, social journa
asia insitute of research, journal of social and political sciences, jsp, aior, journal publication, humanities journal, social journa
crossref
doi
open access

Published: 14 September 2020

Media and Political Interest: A Case Study on Media and Advertising Mars Party Perindo

Achmad Jamil, Murti Kusuma Wirasti, Ella Afnira

Universitas Mercu Buana (Indonesia), Universitas Negeri Jakarta (Indonesia)

journal of social and political sciences
pdf download

Download Full-Text Pdf

doi

10.31014/aior.1991.03.03.218

Pages: 857-867

Keywords: Political Advertising, Political Economy of Media, Press Social Responsibility

Abstract

Over a period of three years 2016-2018, (Multi Media Nusantara Coorporation (MNC), RCTI, MNCTV, and GTV received a reprimand from the Indonesian KPI due to the advertisement of Perindo mars politics that was considered to be excessive and troubling the public ahead of the 2019 elections. However, Harry Tanoesoedibjo, the owner of MNC Media and the chairman of the Perindo political party used his own media to achieve the political goals, and it was considered to be in conflict with the ideal function of the mass media in Indonesia. This research is qualitative, and uses constructive approach. Data were obtained through interviews, observation and literature review. In addition, Vincent Mosco's political, and economic theory with three frameworks was used, namely commodification, spatialalization, structure, advertising and social responsibility press. The results of this study revealed the data causes, and the use of MNC Media as a political tool by Perindo parties in the form of advertisements, which have an impact on the society. The authorities can freely use theirs for personal (political) interests, while still within the corridors of rules and regulations in the country. Furthermore, it conclude that its uses is indeed very important in the context, but in reality, it does not have much influence on the political choices of the people in the 2019 elections, and it is clear that Perindo party election results only attained 27%.

References

  1. 1945 Constitution of the Republic of Indonesia, 22 (2002).

  2. Altschull, J. H. (1990). From Milton to McLuhan The Ideas Behind American Journalism.

  3. André, A., Depauw, S., Shugart, M. S., & Chytilek, R. (2017). Party nomination strategies in flexible-list systems: Do preference votes matter? Party Politics, 23(5), 589–600.

  4. Ardianto, E. (2009). Public Relations Praktis(Februari 2). Widya Padjadjaran.

  5. Bardoel, J., McQuail, D., Golding, P., & de Bens, E. (2005). „Beyond Journalism: A Profession Between Information Society And Civil Society “. Sage, London.

  6. Bettig, R. V. (2018). Copyrighting culture: The political economy of intellectual property. Routledge.

  7. Briandana, R., Doktoralina, C. M., Hassan, S. A., & Hasan, W. N. W. (2020). Da’wah Communication and Social Media: The Interpretation of Millennials in Southeast Asia. International Journal of Economics and Business Administration, 8(1), 216–226. https://www.ijeba.com/journal/543

  8. Briandana, R., & Mihardja, E. J. (2020). Consumer Journey and Social Media : The Content Management of E‑Catering Marketplace Promotion Media For SME Catering Services Business Industry. International Journal of Communication Research, 10(1), 83–91.

  9. Burkhalter, J. N., Curasi, C. F., Thornton, C. G., & Donthu, N. (2017). Music and its multitude of meanings: Exploring what makes brand placements in music videos authentic. Journal of Brand Management, 24(2), 140–160.

  10. Cant, M. C., Strydom, J. W., Jooste, C. J., & du Plessis, P. J. (2009). Marketing management. Juta and Company Ltd.

  11. Center, A. H., Jackson, P., Smith, S., & Stansberry, F. R. (2008). Public relations practices: Managerial case studies and problems. Pearson Prentice Hall.

  12. Czada, R. M., & Windhoff-Héritier, A. (2019). Political Choice: Institutions, rules and the limits of rationality. Routledge.

  13. Doktoralina, C. M., Bahari, Z., Hassan, S. A., Ismail, N. A., & Mardiyah, S. A. L. (2020). Hashtags as a way to expedite the zakat supply chain. Uncertain Supply Chain Management, 8(1), 197–206. https://doi.org/10.5267/j.uscm.2019.7.004

  14. Ejupi, V., Siljanovska, L., & Iseni, A. (2014). The mass media and persuasion. European Scientific Journal, 10(14), 636–646.

  15. Gebner, G. (1967). Mass Media and Human Communication Theory. Editor: FEX Dance. New York: Holt, Rinehart, & Winston.

  16. Golding, P., & Murdock, G. (2018). Ideology and the mass media: the question of determination. In Routledge Revivals: Ideology and Cultural Production (1979) (pp. 198–224). Routledge.

  17. Graber, D. A., & Dunaway, J. (2018). Mass media and American politics (Tenth Edit). Cq Press.

  18. Hoynes, W. (2019). Public television for sale: Media, the market, and the public sphere. Routledge.

  19. Hyden, G., & Okigbo, C. (2017). The media and the two waves of democracy. In Media and democracy in Africa (pp. 29–53). Routledge.

  20. Iggers, J. (2018). Good news, bad news: Journalism ethics and the public interest. Routledge.

  21. Innis, H. A. (2018). Political economy in the modern state. University of Toronto Press.

  22. Jamil, A., & Hesti, S. (2019). New Political Party and Political Branding: Perindo for Prosperous Indonesia. First International Conference on Administration Science (ICAS 2019), 449–453. https://doi.org/10.2991/icas-19.2019.93

  23. Jamil, A., Rekarti, E., Briandana, R., & Audinna, S. (2019). The Role of Social Media Hashtags in Political Promotions : Mediating Role of Supply Chain Communication. International Journal of Supply Chain Management, 8(6), 181–188.

  24. Jenkins, H., Ford, S., & Green, J. (2018). Spreadable media: Creating value and meaning in a networked culture (Vol. 15). NYU press.

  25. Kasali, R. (1995). Manajemen periklanan. In Jakarta: Grafiti.

  26. Klaehn, J., Broudy, D., Fuchs, C., Godler, Y., Zollmann, F., Chomsky, N., Pedro-Carañana, J., Mills, T., & Boyd-Barrett, O. (2018). Media theory, public relevance and the propaganda model today. Media Theory, 2(2), 164–191.

  27. kompas.com. (2017, May 13). MNC Ditegur soal Iklan, Perindo Sebut KPI Salah Alamat. Https://Nasional.Kompas.Com, 1.

  28. Kotler, P., Keller, K. L., Ang, S. H., Tan, C. T., & Leong, S. M. (2017). Marketing management: an Asian perspective (6th editio). Pearson.

  29. Lindlof, T. R., & Taylor, B. C. (2017). Qualitative Communication Research Methods (Fourth Edi). Sage publications. https://us.sagepub.com/en-us/nam/qualitative-communication-research-methods/book239370

  30. McQuail, D., & Deuze, M. (2020). Media and Mass Communication Theory (6 edition). SAGE Publications Limited.

  31. Morrison, M. A. (2010). Teori Komunikasi Massa: Media, Budaya, dan Masyarakat. In Bogor: Penerbit Ghalia Indonesia. Ghalia Indonesia.

  32. Mosco, V. (2015). The political economy of communication: A living tradition. In Power, Media, Culture (pp. 35–57). Springer.

  33. Mosco, V., & Nagy, I. (2017). Political Economy of Media Effects. The International Encyclopedia of Media Effects, 1–13. https://doi.org/https://doi.org/10.1002/9781118783764.wbieme0095

  34. Nichols, R., & Martínez, G. (2019). Political Economy of Media Industries: Global Transformations and Challenges. Routledge. https://books.google.co.id

  35. Nurudin, N. (2011). Pengantar Komunikasi Massa. RajaGrafindo Persada.

  36. Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology \& Marketing, 9(4), 263–274.

  37. Pedoman Perilaku Penyiaran (P3) dan Standar Program Siaran, 96 (2012). http://www.kpi.go.id/download/regulasi/P3SPS_2012_Final.pdf

  38. Russell, J., & Lane, R. (2001). Kleppner’s advertising procedure (15th Editi). Prentice Hall.

  39. Schramm, W., Schramm, W. L., & Roberts, D. F. (1971). The process and effects of mass communication. (2nd, revised ed.). University of Illinois Press. https://books.google.co.id

  40. Siebert, F., Siebert, F. T., Peterson, T. B., Peterson, T., & Schramm, W. (1956). Four theories of the press: The authoritarian, libertarian, social responsibility, and Soviet communist concepts of what the press should be and do. University of Illinois press.

  41. Sullivan, J. L. (2019). Media audiences: Effects, users, institutions, and power. SAGE Publications, Incorporated.

  42. Wilkins, L., & Christians, C. G. (2020). The Routledge Handbook of Mass Media Ethics (Second Edi). Routledge.

  43. Wright, D. K., & Hinson, M. D. (2015). Examining social and emerging media use in public relations practice: A ten-year longitudinal analysis. Public Relations Journal, 9(2), 1–26.

  44. Wrong, D. (2017). Power: Its forms, bases and uses. Routledge.

  45. www.cnnindonesia.com. (2018, March 23). Perindo Langgar Aturan Beriklan Kampanye di Televisi.

  46. Yustitia, S., Susilo, M., & Afifi, S. (2019). Opinion Polarisation in Indonesia Politics. The 1st Asian Conference on Humanities, Industry, and Technology for Society, ACHITS 2019, 30-31 July 2019, Surabaya, Indonesia, 1–10. https://doi.org/10.4108/eai.30-7-2019.2287626

bottom of page