Makna Semiotic Bahasa Visual Dalam Poster Politik Kampanye 2024

Abstract

This study focused on the use of visual language in the poster campaign politics, aiming to identify icon, symbol, and index. Poster 2024 Campaign Politics and to explain the denotation and connotation meanings contained in visual language. The research employs a qualitative approach using the semiotic theories of Charles Sanders Peirce and Roland Barthes. Data were obtained through a Google search by selecting campaign posters published before February 14, 2024. The data analysis process follows the model proposed by Miles, Huberman, and Saldana, which consists of three stages data selecting, data display, and conclusion drawing/verification.The findings reveal that the campaign posters represent various social and cultural contexts. Using Peirce’s semiotic theory, this study identifies icon, symbol, and index that play a role in conveying political messages to voters. Additionally, based on Barthe’s semiotic theory, the analysis is conducted on two levels of meaning: denotation (explicit or direct meaning) and connotation (implicit meaning related to emotional and cultural aspects). The results indicate that visual elements in campaign posters, such as candidate poses, slogans, and national symbols, play a significant role in shaping political imagery and attracting public attention.This study confirms that visual language in political campaigns is not merely a one way communication tool but also contributes to a more complex understanding.