Wacana Multimodal Pada Billboard Bacapres 2024

Abstract

One of the visual displays that has attracted the attention of the public and Indonesian political observers ahead
of the 2024 presidential election (Pilpres) is the billboard for presidential candidates (Bacapres) Prabowo
Subianto (PS) and Ganjar Pranowo (GP), each of whom is side by side with President Jokowi Dodo. Only
Bacapres Anies Baswedan (AB) did not display the figure of President Joko Widodo on his billboards or political
advertising space. Because Bacapres AB operates under the "Change for Improvement" coalition which is
considered to be in contrast to President Joko Widodo's policies. This research highlights the billboards of two
Bacapres, PS and GP, each from a different party, both featuring the same political figure, who comes from one
of the supporting parties. This research aims to see how meaning or discourse is constructed through semiotic
modes on the billboards of the two Bacapres. Also examines how the meaning or discourse that is developed is
communicated to the public so that it can be taken for granted. This research uses Gunter Kress and van Leeuwen's
multimodal discourse approach. The results show that the meaning or discourse in the two billboards of Bacapres
PS and GP were constructed through a balanced spatial composition and established through carefully designed
stages.