HARISH, MUHAMMAD (2025) PEMAKNAAN KONTEN "DIALOG IMAJINER ANIES DAN BUNG HATTA" DI TIKTOK (Analisis Semiotika Ferdinand De Saussure). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The video “Imaginary Dialogue between Anies and Bung Hatta” uploaded on TikTok @aniesbaswedan attracts attention as a political communication strategy in the digital era. This video combines verbal (speech, text) and non-verbal elements (visual symbols, clothing, gestures) to convey national values while building a political image that is relevant to the younger generation, especially TikTok users. This research uses a Qualitative approach with Ferdinand de Saussure's semiotic method to explore the relationship between signifier and signified. The constructivism paradigm was chosen because this research aims to understand how the meaning of political messages is constructed through verbal and non-verbal elements in videos. This approach is relevant because constructivism emphasizes that social reality, including political communication, is formed through symbolic interactions mediated by digital technology such as TikTok. The results show that verbal elements, such as speech and text, highlight the historical value and vision of nationhood, while non-verbal elements, such as visual symbols and paintings of Bung Hatta, reinforce the political message. Rhetorical analysis reveals the use of pathos (emotion), ethos (credibility), and logos (logic) in building a persuasive narrative. The video proved effective in strengthening Anies Baswedan's political image while attracting the attention of the younger generation audience. Keywords: TikTok, political communication, Ferdinand de Saussure semiotics, constructivism, Anies Baswedan Video "Dialog Imajiner Anies dan Bung Hatta" yang diunggah di TikTok @aniesbaswedan menarik perhatian sebagai strategi komunikasi politik di era digital. Video ini memadukan elemen verbal (ucapan, teks) dan non-verbal (simbol visual, pakaian, gestur) untuk menyampaikan nilai kebangsaan sekaligus membangun citra politik yang relevan bagi generasi muda, khususnya pengguna TikTok. Penelitian ini menggunakan pendekatan Kualitatif dengan metode semiotika Ferdinand de Saussure untuk mengeksplorasi hubungan antara penanda (signifier) dan petanda (signified). Paradigma konstruktivisme dipilih karena penelitian ini bertujuan memahami bagaimana makna pesan politik dikonstruksi melalui elemen verbal dan non-verbal dalam video. Pendekatan ini relevan karena konstruktivisme menekankan bahwa realitas sosial, termasuk komunikasi politik, dibentuk melalui interaksi simbolis yang dimediasi teknologi digital seperti TikTok. Hasil penelitian menunjukkan bahwa elemen verbal, seperti ucapan dan teks, menonjolkan nilai sejarah dan visi kebangsaan, sementara elemen non-verbal, seperti simbol visual dan lukisan Bung Hatta, memperkuat pesan politik. Analisis retorika mengungkap penggunaan pathos (emosi), ethos (kredibilitas), dan logos (logika) dalam membangun narasi yang persuasif. Video ini terbukti efektif dalam memperkuat citra politik Anies Baswedan sekaligus menarik perhatian audiens generasi muda. Kata kunci: TikTok, komunikasi politik, semiotika Ferdinand de Saussure, konstruktivisme, Anies Baswedan
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