Multimodal Visual Social Semiotic Analysis of Political Campaigns Media: A Case Study of the Amin Banner in the 2024 Indonesian Presidential Election
##semicolon##
https://doi.org/10.59188/eduvest.v6i2.52535##semicolon##
2024 elections##common.commaListSeparator## political campaign media##common.commaListSeparator## multimodal discourse analysis##common.commaListSeparator## visual social semiotics##common.commaListSeparator## political ideologyAbstrakt
In the 2024 Indonesian presidential election, campaign props such as banners and billboards function not only as promotional media but also as sites of ideological representation and symbolic political communication. This study aims to examine how visual elements in campaign banners construct the political identity of the Anies Baswedan–Muhaimin Iskandar (AMIN) candidate pair through the lens of visual social semiotics. Employing a qualitative case study approach, the research applies Kress and van Leeuwen’s multimodal discourse framework to analyze the representational, interpersonal, and compositional metafunctions embedded in selected AMIN campaign banners. Data were collected through field observation and visual documentation and then purposively selected based on analytical relevance. The findings reveal that the AMIN campaign strategically organizes visual structures—such as gaze, gesture, color, spatial composition, and symbolic attributes—to project an image of inclusivity, credibility, and ideological commitment to social change. By integrating social semiotic theory with empirical analysis of Indonesian political campaign media, this study contributes to a deeper understanding of how multimodal visual resources function as persuasive and meaning-making tools in contemporary electoral politics.
##submission.citations##
Ademilokun, M., & Olateju, M. (2016). A multimodal discourse analysis of some visual images in the political rally discourse of 2011 electioneering campaigns in Southwestern Nigeria. International Journal of Society, Culture & Language, 4(1, Special Issue on African Cultures and Languages), 1–19.
Ahn, S.-Y. (2019). Using multimodal analysis to explore language learner identity construction. In Visualising multilingual lives: More than words (pp. 134–150).
Asrini, H. W. (2019). Language semiotics of campaign banners and billboards of legislative candidates in Malang. Advances in Social Science, Education and Humanities Research, 349, 217–220.
Bateman, S., Wildfeuer, J., & Hiippala, T. (2017). Multimodality: Foundations, research and analysis. De Gruyter Mouton.
Bouché, V. (2018). From categories to context: Identity meaning and political engagement. Social Science Quarterly, 99(2), 711–727.
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE Publications.
Ginting, P., Murni, S. M., & Pulungan, A. H. (2024). A multimodal discourse analysis of ideological identity endorsed on the university’s homepages. Theory & Practice in Language Studies, 14(7).
Heywood, A. (2017). Political ideologies: An introduction (6th ed.). Palgrave Macmillan.
Jabbar, Q., Gul, A., & Ashraf, J. (2025). Power of visuals in political branding: A multimodal discourse analysis of visualatory campaigns. Wah Academia Journal of Social Sciences, 4(1), 1516–1528.
Jancsary, D., Höllerer, M. A., & Meyer, R. E. (2016). Critical analysis of visual and multimodal texts. In Methods of critical discourse studies (Vol. 3, pp. 180–204).
Jolayeni, D., Osoba, J. B., & Ariyo, K. (2021). Multimodal discourse analysis of 2012 governorship election campaign billboards in Ondo State, Nigeria. New Media and Mass Communication, 95, 30–37.
Karlsson, A. (2020). Pictures at an election: A visual semiotic analysis of Swedish political parties’ visual communication in the 2018 election (Master’s thesis, University of Gothenburg).
Klandermans, P. G. (2014). Identity politics and politicized identities: Identity processes and the dynamics of protest. Political Psychology, 35(1), 1–22.
Makinde, P. O., & Adejumo, B. F. (2024). Linguistic appeals in political discourse: A multimodal discourse analysis of 2023 presidential election billboards and posters in Nigeria. Journal of English Language Teaching and Linguistics, 9(3), 287–299.
Misra, S., & Stokols, D. (2012). Psychological and health outcomes of perceived information overload. Environment and Behavior, 44(6), 737–759. https://doi.org/10.1177/0013916511404408
Molek-Kozakowska, K., & Kampka, A. (2023). Multimodality toolkit for political discourse analysis: A focus on visual rhetoric. In Handbook of political discourse (pp. 235–249). Edward Elgar Publishing.
Osei Fordjour, N. K. (2021). A multimodal social semiotic analysis of an African vice president on Twitter. Visual Communication Quarterly, 28(4), 227–239.
Pavlina, S. Y. (2020). Multimodal texts in visual political communication. Russian Linguistic Bulletin, 2(22), 9–11.
Qadir, E. M. (2023). Visual rhetoric in election posters: A multimodal critical discourse analysis approach. Koya University Journal of Humanities and Social Sciences, 6(1), 136–159.
Sabban, M. M., Anwar, M., & Murtadho, F. (2021). Study of modality literature in text or discourse. Psychology and Education, 58(2), 9050–9055.
##submission.downloads##
Publikované
##submission.howToCite##
Číslo
Sekcia
##submission.license##
##submission.copyrightStatement##
##submission.license.cc.by-sa4.footer##
