Beginner Voters Outlook on New Media Advertisements of Partai Berkarya and the New Order Values among Students: A Social Media Technological Adaptation Study of Indonesian Political Advertisement

Hardika Widi Satria, Naldo

2019

Abstract

Research aims: this article aims to examine the outlook of beginner voters of Indonesian students towards the advertisements of Partai Berkarya and its value of the new order which lies in the social media advertising message. Methodology: This study uses a quantitative method based on the questionnaire. This study employs Lasswell's Communication Model. Findings: This research argues that the speaker of advertisement communication affects the attitude and beliefs of the audience (beginner voters in Indonesia). Practical Implications: This article provides a discussion on the current political campaign situation analysis of Partai Berkarya. They fight for votes from beginner voters in Indonesia using advertisement of the new order image or value through technology alteration in social media. It provides several suggestion and recommendations for the industry of advertising in Indonesia. This study can be an insightful lesson-learned that can be used to create another better political advertising campaign in Indonesia. Theoretical Implications: This study expands the existing literature on communication studies, particularly in advertising, by providing academic support of Indonesian communication political and advertising cases. It illustrates how the theoretical political communication approach could help the advertising business creating more creative message in their advertisement. This study expands the existing literature on youth perspective toward political ads in new media in the age of industrial revolution 4.0. It illustrates how the theoretical approach could help the political party creating a better message that tailored to the youth value behold.

Paper Citation

in Harvard Style

Widi Satria H. and Naldo. (2019). Beginner Voters Outlook on New Media Advertisements of Partai Berkarya and the New Order Values among Students: A Social Media Technological Adaptation Study of Indonesian Political Advertisement. In Proceedings of the 4th International Conference of Vocational Higher Education - Volume 1: ICVHE, ISBN 978-989-758-530-2, pages 14-25. DOI: 10.5220/0010027500002967

in Bibtex Style

@conference{icvhe19,
author={Hardika Widi Satria and Naldo},
title={Beginner Voters Outlook on New Media Advertisements of Partai Berkarya and the New Order Values among Students: A Social Media Technological Adaptation Study of Indonesian Political Advertisement},
booktitle={Proceedings of the 4th International Conference of Vocational Higher Education - Volume 1: ICVHE,},
year={2019},
pages={14-25},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010027500002967},
isbn={978-989-758-530-2},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 4th International Conference of Vocational Higher Education - Volume 1: ICVHE,
TI - Beginner Voters Outlook on New Media Advertisements of Partai Berkarya and the New Order Values among Students: A Social Media Technological Adaptation Study of Indonesian Political Advertisement
SN - 978-989-758-530-2
AU - Widi Satria H.
AU - Naldo.
PY - 2019
SP - 14
EP - 25
DO - 10.5220/0010027500002967