From Political Marketing to Political Literacy: Beginner Voter's Brand New Meaning for Developing Political Party's Advertising as Socialization Media in the Election

8 Pages Posted: 30 Nov 2016  

Reny Triwardani

Universitas Pembangunan Nasional “Veteran” Yogyakarta - Communication Science Department

Ida Wiendijarti

Universitas Pembangunan Nasional “Veteran” Yogyakarta -, Communication Science Department

Date Written: July 14, 2016

Abstract

Most political parties use advertising to persuade voters in the election. For that reason, the party’s advertisings focus on how to make the good branding for political party’s image by making political marketing approach. This research aims to develop political advertising as a socialization media as well as to educate beginner voters about political knowledge. Based on the reception analysis to the beginner voters, beginner voters make the different interpretation to the party’s advertising in the election. Using participatory action research, the beginner voters involve to create new forms of party’s advertising based in their interpretation. Due to their involvement on the party’s advertising production, they make it by using political literacy approach for strengthening their own political knowledge. For beginner voters, political advertising could be developed as the creative instrument as campaign forms to increase the understanding of political party. Political advertising also become effective political learning tools to literate the public about politics.

Keywords: Beginner Voters, Party's Advertising, Participatory Action Research, Political Literacy, Socialization Media

Suggested Citation

Triwardani, Reny and Wiendijarti, Ida, From Political Marketing to Political Literacy: Beginner Voter's Brand New Meaning for Developing Political Party's Advertising as Socialization Media in the Election (July 14, 2016). OIDA International Journal of Sustainable Development, Vol. 09, No. 07, pp. 33-40, 2016. Available at SSRN: https://ssrn.com/abstract=2876278

Reny Triwardani (Contact Author)

Universitas Pembangunan Nasional “Veteran” Yogyakarta - Communication Science Department ( email )

Ida Wiendijarti

Universitas Pembangunan Nasional “Veteran” Yogyakarta -, Communication Science Department ( email )

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