ANIES BASWEDAN'S SYMBOLIC REPRESENTATION IN K-POP-BASED ONLINE CAMPAIGNING ON X

ADINDA MAULIDYA NINGGAR, . (2025) ANIES BASWEDAN'S SYMBOLIC REPRESENTATION IN K-POP-BASED ONLINE CAMPAIGNING ON X. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini menganalisis transformasi disposisi politik Anies Baswedan melalui representasi simbolik berbasis budaya fandom K-pop yang dilakukan oleh akun @aniesbubble di platform X selama periode kampanye pemilu presiden 2024 (30 Desember 2023 – 10 Februari 2024). Penelitian ini menggunakan metode penelitian studi kasus dengan teori Multimodal Discourse Analysis milik Kress & van Leeuwen, Transitivity milik Halliday, serta Habitus milik Bourdieu. Hasil analisis terhadap 78 tweet menunjukkan dominasi Material Process yang menggambarkan Anies sebagai sosok yang performatif, sesuai dengan konsep symbolic representation yang menampilkan Anies sebagai figur idol K-pop. Analisis visual memperlihatkan adanya fan service, emoji, serta atribut K-pop lainnya yang semakin menegaskan representasi Anies sebagai idol K-pop. Transformasi ini sangat kontras dengan citra Anies pada Pilkada DKI 2017 yang terkesan eksklusif, kini menjadi figur yang lebih inklusif dan relevan bagi pemilih muda. Penelitian ini membuktikan bahwa penerapan budaya fandom K-pop dalam kampanye dapat mendukung transformasi disposisi politik, serta menunjukkan bahwa budaya populer dapat digunakan sebagai strategi kampanye politik di era modern. ***** This study analysed the transformation of Anies Baswedan’s political disposition through cultural K-pop fandom-based symbolic representation carried out by the @aniesbubble account on the X platform during the 2024 presidential election campaign period (30 December 2023 – 10 February 2024). To explore this transformation, the study employed a case study research method, drawing on Multimodal Discourse Analysis theory (Kress & van Leeuwen), Halliday’s transitivity system, and Bourdieu’s theories of habitus. An analysis of 78 tweets revealed a dominance of material processes that depict Anies as a performative figure, aligning with the concept of symbolic representation and portraying him as a K-pop idol. Furthermore, the visual analysis unveiled elements of fan service, emojis, and other attributes associated with K-pop, further reinforcing Anies’ representation in this light. This transformation is sharply contrasted with Anies’ image during the 2017 Jakarta gubernatorial election, which initially appeared exclusive. In contrast, he is now a more inclusive and relevant figure for young voters. This study ultimately demonstrated that incorporating K-pop fandom culture into political campaigns could indeed lead to a significant shift in political perceptions. It emphasised, therefore, that popular culture could be strategically leveraged as an effective tool in modern political campaigning.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Eva Leiliyanti, Ph.D. ; 2). Narita Pratiwi, M.Hum.
Subjects:	Bahasa dan Kesusastraan > Semiotik dan Semantik Bahasa dan Kesusastraan > Sastra Inggris
Divisions:	FBS > S1 Sastra Inggris
Depositing User:	Users 30435 not found.
Date Deposited:	18 Aug 2025 14:18
Last Modified:	18 Aug 2025 14:18
URI:	http://repository.unj.ac.id/id/eprint/61345

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