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IJSTR >> Volume 6 - Issue 11, November 2017 Edition



International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616



Political Campaign’s Music Video As A Strategy For Forming Perceptions

[Full Text]

 

AUTHOR(S)

Winny Gunarti Widya Wardani, Ariefika Listya, Rina Wahyu Winarni

 

KEYWORDS

Political campaign, music video, modalities, perception.

 

ABSTRACT

Political campaign’s music video not only acts as a medium of information, but has the potential to form perceptions in an entertaining way. As a media campaign, the music video which broadcast through television and social media are considered as a more persuasive strategy towards the target audience. This study discusses the political campaign’s music video of candidates for Jakarta's regional head of Gerindra Party during the Election of Jakarta Regional Head 2017 which features three different music video styles, namely pop, rap, and religious. Qualitatively, visual modalities and visual perception approach are used to analyze the formation of perceptions in the political campaign’s music video. As a result, music video can effectively build perceptions through elements of text, image, and music, as an informative and entertaining campaign spectacle.

 

REFERENCES

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