Analysis of the reception of novice voters towards Dr. Zulkieflimansyah's political media marketing in the 2018 West Nusa Tenggara governorship election

Analisis reseption pengundi pemula terhadap media political marketing Dr. Zulkieflimansyah pada pilihan raya Gubernur Nusa Tenggara Barat 2018

Abstract

This study aims to examine the acceptance of novice voters in the Sumbawa District and the factors that affect their acceptance of political marketing media Dr. H. Zulkieflimansyah as a candidate for the Governor of West Nusa Tenggara (NTB) for the 2018-2023 period. The emergence of political marketing media Dr. H. Zulkieflimansyah, or who is familiarly called Bang Zul, who uses Facebook and Instagram, is the background of this study. The study informants are that first-time voters in the Sumbawa District are said to be more active in using the media, especially social media Facebook and Instagram, and are a group of voters who do not have political experience but have a large population of 20 percent. This study uses Stuart Hall's reception analysis method to analyze Bang Zul's political marketing media to see the meaning constructed in the media (encoding). In addition to encoding, the researcher also decoded  the acceptance of novice voters to Bang Zul's political marketing media through interviews. The results of this study found that there are three categories of acceptance of novice voters in seeing Bang Zul's political marketing media as a candidate for Governor of NTB: dominant, negotiated, and oppositional.