Language Semiotics of Campaign Banners and Billboards of Legislative Candidates in Malang

摘要

A large number of Election Contesting Parties makes the parties compete strategically in the political campaign to promote their legislative candidates and attract voters. This triggers the phenomenon of "media war or publication." It can be seen in the language used in the candidate's banners and billboards. This study examines the language of banners and billboards which appear in a variety of linguistic symbols that accommodate the persuasive message from the candidates and the supporting parties. Through a semiotic approach, the verbal texts data as a language symbol are examined, as well as aspects of meanings 'in language' or 'outside language' or nonlinguistic areas. The implied "ideology" behind the utilization of language symbols is also analyzed. The results found the occurrences of either direct or indirect delivery of persuasive messages, genre categories of language symbols conveying persuasive messages, language symbols with implied sympathetic characteristics, diversity of message orientation, and choice of language codes that are used as means of conveying messages, along with ideological descriptions hidden behind the persuasive language symbols.