International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

The Dramaturgy of Political Advertisement in General Election in East Java Indonesia

This study tries to reveal political actors’ understanding of political advertisement as a campaign media in the general election in East Java. Qualitative study with descriptive methods generates diverse understanding of political advertisement. In the perspective of back stage, political advertisement is understood by political actors as popular culture and political trend. In regards to popular culture, political actors feel the need to be popular in order to be elected by their supporters and in regards to political trend, political advertisement is a habit that must be performed by political actors. In the perspective of front stage, political advertisement is understood by voters as political celebrity and pretense. As political celebrity, political advertisement only makes political actors known and popular and as a pretense, political advertisement is a mask worn by political actors.

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