Abstract
This research focuses on exploring the meaning of gemoy as a political gimmick in Prabowo Subianto's 2024 Indonesian presidential election campaign. It investigates how this term is strategically employed in the campaign to influence public perception and voter behavior. The proposed assumption is that the term gemoy functions as an emotional and cultural trigger, designed to generate positive sentiments and support for Prabowo, while potentially diverting attention from substantial political views. The theoretical framework integrates semiotic analysis, drawing on Roland Barthes' theory. Barthes' concepts are utilized to explore the cultural meanings of gemoy through the approaches of denotation, connotation, and myth. This research employs a qualitative approach involving a semiotic analysis of campaign video advertisements that highlight the use of gemoy. Findings indicate that visual strategies are used to shape public perceptions, emphasizing gemoy as a positive trait that enhances relatability and appeal to a broader audience.
Author Information
Albertus Fani Prasetyawan, Universitas Gadjah Mada, Indonesia
Wisnu Martha Adiputra, Universitas Gadjah Mada, Indonesia
Primadita Dian Putri Irnanda, Universitas Gadjah Mada, Indonesia
Paper Information
Conference: KCAH2024
Stream: Political Science
This paper is part of the KCAH2024 Conference Proceedings (View)
Full Paper
View / Download the full paper in a new tab/window
To cite this article:
Prasetyawan A., Adiputra W., & Irnanda P. (2025) Decoding the Meaning of Gemoy as a Political Gimmick: A Semiotic Analysis Approach to Presidential Candidate Prabowo Subianto ISSN: 2759-7571 – The Korean Conference on Arts & Humanities 2024 Official Conference Proceedings (pp. 185-196) https://doi.org/10.22492/issn.2759-7571.2024.17
To link to this article: https://doi.org/10.22492/issn.2759-7571.2024.17
Comments
Powered by WP LinkPress