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SLOGAN POLITIK DAN DUKUNGAN MASYARAKAT PADA KAMPANYE PEMILIHAN GUBERNUR SULAWESI SELATAN DI MAKASSAR THE POLITICAL SLOGANS AND PEOPLE’S SUPPORT IN SOUTH SULAWESI GOVERNOR CAMPAIGN IN MAKASSAR Dewi Magfirah, Stanislaus Sandarupa, Sukmawati Bagian Sastra Inggris, Program Pasca Sarjana Universitas Hasanuddin Alamat Korespondensi: Dewi Magfirah BTN Palu Cipta Blok H/23 Maros, 90511 HP: 085242787456/085255018456 Email: [email protected]

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SLOGAN POLITIK DAN DUKUNGAN MASYARAKAT PADA KAMPANYE PEMILIHAN GUBERNUR SULAWESI SELATAN

DI MAKASSAR

THE POLITICAL SLOGANS AND PEOPLE’S SUPPORT IN SOUTH SULAWESI GOVERNOR CAMPAIGN IN MAKASSAR

Dewi Magfirah, Stanislaus Sandarupa, Sukmawati

Bagian Sastra Inggris, Program Pasca Sarjana Universitas Hasanuddin

Alamat Korespondensi: Dewi Magfirah BTN Palu Cipta Blok H/23 Maros, 90511 HP: 085242787456/085255018456 Email: [email protected]

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Abstrak

Penelitian ini bertujuan untuk (1) mengetahui slogan politik yang digunakan pada kampanye pemilihan gubernur Sulawesi selatan dan menjabarkan maknanya. (2) untuk mengungkap intepretasi dan dukungan masyarakat, dan (3) menemukan hubungan antar slogan politik dan dukungan politik. Metode yang digunakan pada penelitian ini adalah metode kualitatif dan kuantitatif deskriptif. Teknik pengumpulan data yang digunakan yaitu (1) teknik pengamatan (2) teknik dokumentasi (3) teknik daftar pertanyaan (langsung dan tidak langsung), dan (4) teknik wawancara (langsung dan tidak langsung). Data primer pada penelitian ini yaitu slogan politik yang diperoleh dari baliho, surat kabar, dan internet selama masa kampanye yakni Juni 2012 – Januari 2013 dan 200 orang responden yang merupakan warga kota makassar. Adapun data pada penelitian ini berdasarkan sample Purposive, Hasil dari penelitian ini mengindikasikan bahwa untuk memperoleh simpati masyarakat, politikus membuat slogan-slogan politik untuk menyampaikan visi danmisi mereka, juga terdapat slogan politik yang menjadi media untuk memuji pasangan calon gubernur dan wakil gubernur. Pada dasarnya semua slogan politin mmiliki tujuan yang sama, yakni untuk memperoleh dukungan masyarakat pada pemilihan gubernur Sulawesin Selatan. Dengan mengimplementasikan metodologi penelitian, peneliti memperoleh beberapa alasan dukungan politik. Ada bebrapa responden yang menjadikan slogan politik sebagai alasan utama dukungan politik. Namun ada pula responden yang mengaku memiliki alasan utama lainnya, dan menjadikan slogan politik sebagai faktor pendukung. Faktor-faktor dukungan tersebut dibagi menjadi dua faktor, yakni faktor kognitif dan affektif

Kata kunci: slogan politok, komunikasi politik, fukungan politik, semiotik Abstract This research aims to (1)know political slogans and to describe those meaning being employed in South sulawesi governor campaign, (2) reveal the people’s interpretation and support to those political slogans, and (3) find the relationship between political slogans and people support. This research aims to (1)know political slogans and to describe those meanings being employed in South Sulawesi governor campaign, (2) reveal the people’s interpretation and support to those political slogans, and (3) find the relationship between political slogans and people support. The method used in this research was descriptive qualitative and quantitative method. The data were collected through (1) observation (2) documentation (3) questionnaire (direct and indirect), and (4) interview (direct and indirect). The primary data in this research were political slogans from billboard, newspaper and internet during governor campaign in South Sulawesi, from July 2012-January 2013 and from 200 respondents which are citizen of Makassar. The data in this research was chosen by purposive sampling. The result of this research indicates that in getting people’s sympathy, politicians make some political slogans as media for delivering visions and missions, and there are also political slogans which become media in praising the candidates of governor and vice governor. All political slogans have a same purpose, that is to get supports from people of South Sulawesi in the governor election. Finally, by implementing the research methodology, the researcher found some reasons of political support. There are respondents who make political slogans as a primary factor of their political supports. However, there are also respondents who have other factors as the reasons of their support, and political slogans only become a supporting factor. Those factors divided into two factors, which are cognitive and affective factor. Key Words: Political slogan, political communication, political support, semiotic

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INTRODUCTION

Language is the life blood of politics. Political power struggles, and the

legitimization of political policies and authorities occur primarily through discourse

and verbal representations. Language in politic is generally used as political strategy

for political images. The language used by politician and political parties could

determine their images in society. Politician in this sense is a person engaged in

political parties as a profession, he is a seeker or holder of public office, who is more

concerned about winning favor or retaining power than about maintaining

principles.

Political language is basically used as a powerful tool in winning the support

of both the public and national lawmakers, but more particular at moments of crisis

over which a nation may clearly be divided. Whether in office or in opposition,

political leaders who deliver public speeches within a national context tend to

manipulate language to best-suit the rhetorical mode or genre they choose to convey

a message through in an effort to gain political advantage, maintain power, or shirk

responsibility. The term of political language has been published by many

reseachers like Byron Bland (Political language for peace, 2003), Barboza R. Filho

(Political Language and Rights), Hahn, D.F. (Political language: The art of saying

nothing, 1989), Hudson, K. (The language of modern politics, 1978). Kaid &

Wadsworth (Political campaign communication, 1985) and Omozuwa (A Stylistic

Analysis of the Language of Political Campaign in Nigeria, 2008).

The governor candidates for South Sulawesi have done lots of efforts to

attract people’s sympathy and attention, for example, the slogans choice apply a

standardized national language and the slogans with certain local languages or

vernaculars.

Political slogan is the specific one, it is a strategy in political campaign, it is

a text that generally delivers the candidates’ name, message, and goals. Political

slogans can be an integral part of campaign's communications effort. Slogans

present an easy-to-remember way to present candidate's name and message to the

voters.

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Nowadays, there are several ways to deliver or publish their undertaking to

society, for example by using media like radio, newspaper, billboard, banner and

more over advertise their purpose in television. Those ways are not without reason

because one of successful keys of political campaign depends on candidate’s

popularity in society (Pahmi, 2010). These are done for particular reason which is to

get the sympathy and attention from the people of certain ethnicities whose

vernaculars are taken as the applied language of the slogans. There are also several

candidates who use certain themes on their political slogans. The actual issues such

as poverty, corruption, religion, gender and the other issues are commonly taken to

attract people’s attention.

Many other researchers have already conducted research on political

language, such as Language and Politics (Chomsky, 2004), Analisis Semiotika Pada

Motto dan Jargon Kampanye Capres Cawapres 2009 (Tahrir, 2009), Symbolic

meaning in the billboards of Makassarese mayors candidates (Masdiana, 2008)

This research aims to (1)know political slogans and to describe those

meanings being employed in South Sulawesi governor campaign, (2) reveal the

people’s interpretation and support to those political slogans, and (3) find the

relationship between political slogans and people support.

In this research, the writer chooses to focus on political language as one of

politicians’ language strategies in order to achieve their objective of winning more

votes. The strategies are used to manipulate the personal character and to optimalize

politician participation in society. Therefore, the researcher chooses the title “The

Political Slogans and People’s Support Analysis in South Sulawesi Governor

Campaign in Makassar”.

In this way, political strategy is strategy that is used by politicians in

branding their images in public. Agung (2011) in his book about Political branding

reveals that there are some political strategies such as political image, public

relation, advertising, personal branding, slogan and community. Slogan as one of

political strategies is the primary data of this study. The data used during campaign

are randomly collected from the printed media.

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RESEARCH DESIGN AND METODHOLOGY

Research Design

The method used in this research was descriptive qualitative and quantitative

method. The data were collected through (1) observation (2) documentation (3)

questionnaire (direct and indirect), and (4) interview (direct and indirect).

Research Time

The research took aproximately seven months July 2012-February 2013 in

Makassar.

Population and Sample

The data in this study are political slogans. The researcher limited her choice

only for political slogans of governor campaign in Makassar that would be held on

22nd January 2013. Thus, ten political slogans of governor campaign become the

samples of this study.

There are two kinds of data in this study; they are primary and secondary

data that support each other. The Primary data in this study are the six political

slogans of governor campaign in Makassar. Those slogans are taken from billboards,

newspapers, and Internet.

Secondary data are searched from any resources of information. It could be

references from many fields which might help to get better understanding of the

primary data. Some articles of professional writers in linguistics and social sciences

from online sources and quoted books quoted in order to support and to make this

study reliable. In other words, the primary data functions as the main resource and

the secondary one as supporting resources.

Method of collecting Data

This research is written based on primary data and secondary data. They are

primary and secondary data that support each other. The Primary data in this study

are the six political slogans of governor campaign in Makassar. Secondary data are

searched from any resources of information. It could be references from many fields

which might help to get better understanding of the primary data.

Library research

Library research was applied for collecting data and information which

related to the topic. The writer collected the data and read text books and other

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materials that relevant to the topic. Those materials can be taken from central library

of Hasanuddin University and in other sources.

Field research

Field research was applied for collecting the primary data. The researcher

took the primary data from billboards, stickers, newspapers, and leaflet that related

to the object of this research. The researcher also interviewed people or voters to

know their support to the candidates through political slogans.

Observation

The researcher observed the social situation during campaign. Direct

observation was applied as one of research instruments for naturally occurring

conversational data for this research. Natural conversational data means

conversation about peoples’ support in governor election.

Questionnaire

In addition to the observation, the researcher’s methods also included the

questionnaires distribution to obtain a more comprehensive data in this study. The

questionnaires are divided into two types based on the method of questionnaires

distribution. The first type is paper questionnaire (direct questionnaire) and the

second type is online questionnaire (indirect questionnaire). In both questionnaires,

researcher asks some questions about the respondents’ personal background and

some questions that related to the objective study.

Interview

The last method used to obtain data was open-ended or semi structured

interview. The purpose of conducting interviews was to obtain more in-depth

explanation about the study and to confirm the data provided by participants in the

questionnaires.

Internet Searching

In order to get more data, the writer did internet searching as an alternative

way to complete the missing information. Besides, chose this way to find the social

and political context that accompanies the production of the political slogan for the

recorded interviews did not give such information.

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FINDING

This chapter presents the result of questionnaires and the interviews with

respondents. The purpose of presenting these findings is twofold: first, to investigate

the people interpretations to the political slogan as primary data and second, to know

the people’s support and then to analyze their motivation.

The result of the questionnaires and interviews are divided into five sections.

The first presents respondents’ personal background. The second section describes

the respondents’ attitudes and supports to political slogans. The third discusses the

reason of respondents in supporting their governor candidates. Section four concerns

the respondents’ interpretation to political slogan. Finally, the section five deals with

the relationship between political slogan and people’s support.

The number of respondent in this study is 200 people. The respondents are

collected by using four techniques of collecting data; direct and indirect

questionnaire (see table.1) and direct and indirect interview (see table.2). The

questionnaires were distributed to 155 respondents from 200 respondents.

Primary data in this study consist of six political slogans of governor election

in South Sulawesi. The slogans were taken from some sources like billboard,

newspaper and internet. Based on the source, political slogans as the primary data

consist of six slogans. The slogans were taken from 3 different sources, two of them

(33%) were taken from billboard, one slogan from newspaper (17%) and three

slogans from internet (50%) (see Chart 1). In this research there are data obtained

from 200 respondents in order to complete the data requirement. Whole respondents

come from different background of age (see table.3), education and occupation, thus

the researcher acquires balance data. Because of those differences, there are then

various interpretations and supports that arise.

As what has been explained before, one’s interpretation, specifically in terms

of politics, is influenced by several factors namely education, social circumstance,

economic condition, ideology, organization and mass media. Therefore,

respondents’ enthusiasm in filling in the questionnaires and having the interviews

are varied. Some respondents are very enthusiastic when the researcher asks for their

time to participate and gives some questions related to this research. However, there

are also some respondents who are not too enthusiastic in filling in the data, even

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there are some people who initially refuse to become respondents although finally

they are willing to become ones.

Talking about interpretation of primary data in this research, it is found to be

varied. For instance, Daeng Dinging (38 years old), when the researcher asked about

the meaning of the slogan of “New Spirit”, he simply answered that it is Ilham

(nickname of Ilham Arief Sirajuddin). Furthermore, there is also a respondent who

sees it so deeply, Yoga for instance, he said that the slogan of new spirit is a

persuasion for people of South Sulawesi to elect their new leaders who are

considered failed in leading the province as well as losing their quality and spirit to

establish South Sulawesi.

Majority of respondents are able to be neutral or objective in this study.

However, there are also some respondents who are subjective because of certain

reasons. The researcher acquires several respondents who are not able to be

objective in filling in their questionnaires, for example Muhammad Endy, he said

that “new spirit means that a new leader, that is Ilham, but how he could lead South

Sulawesi properly if he simply cannot lead a city.” In this case, Muhammad Endy

does not indeed show a partiality on particular candidates of governor, he actually

shows a cynicism to one of candidates of governor in which he personally thinks

that he is failed in leading Makassar city.

In other examples, like the slogan of Rabble’s Fort is Not Greedy. In that

slogan, the researcher also acquires various responses for respondents. There are

positive responses which say that the slogan is a promise of the candidate of

governor and his vice that they will not do any corruptions because they do not look

for wealth. However, there are also some respondents with negative tones answered

that the slogan is a mere promise. For him, all candidates of leader will surely say

that, but the facts that they will forget the promises and their people after being

elected.

DISCUSSION

This study has shown how language gives many contributions in political

communication, especially in political slogans. So far, some researchers also

investigated political language in various contexts, such as Masdiana (2008). She

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investigated the symbols used in the billboards of Makassarese Mayors’ candidates

in 2008. In her study, she concludes that symbolic meaning on the connotative

shows that those Mayors candidates are friendly, authoritative, and has religious

figure. The samples were selected purposively; they were 30 billboards from three

Mayor Candidates in Makassar. She analyzed the data descriptively with the

theoretical approach of Pierce and Barthes’ Semiotic, but she did not reveal how

people’s interpretation to the political slogan and relationship between political

slogan and people’s support.

Another related mainstream research tradition has been examined by Jalil,

Opini Pemilih Pemula terhadap iklan politik Pada Pemilihan Walikota Makassar

2008 (2010). He investigated The Analysis of Beginner voters’ opinion of political

advertising in Makassar mayor election in 2008. In his study, he classified the

opinion of beginner voters based on the media of advertisement and the level of

respondents’ interesting. He analyzed quantitatively by using the concept of political

communication approach, but he also did not reveal the participant’s support in the

mayor election.

The researcher devided the research finding in ten factors of political

support. Supporting factors caused the occurrence of political participation or

support in details. This is because the researcher realizes that existence of political

slogans is related to other supporting factors;

First factor is Vision and Mission. In this study, it has been noted that there

are 45% respondents who admit that visions and missions of the candidates of

governor really determine their choices in political participation. However, they give

more respects to the candidates whose primary visions and missions are to eradicate

corruption and make the poor get prospered.

Personal character of the governor candicate are considered important by

27% respondents. In their opinion, the characters reflect their behaviors in making

political decision. There are some respondents who elect the candidate of their

choice because of the candidate’s responsible figure. However there are some

respondents prefer the religious one, for instance Wawa and other responses. They

consider that the character is important to lead South Sulawesi in the future. Other

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personal characters that become the reason for political supports by some

respondents are: Firm, Honest, Humble, Clear of corruption, Charismatic, Friendly.

Existence of political party undeniably has a big role in candidacy of its

cadre in politic, including the election of South Sulawesi governor 2013-2018. Some

respondents admit that they elect their choice of candidate because of his political

party which has been trusted for long. There are also respondents who elect one of

the candidates because he is the political cadre or member from the same party,

therefore there is an appraisal which is not neutral and tends to be subjective.

The fourth factor is political slogan. In terms of political slogan, many

respondents admit that political slogans become one of their consideration factors in

determining their choice of governor candidate. They will give more respects to a

candidate of governor who clearly put his visions and missions as his political

slogans. In their point of view, political participation is like buying a thing that we

must know its benefit before we buy it.

Environmental factor also has a big contribution in one’s political

participation. Some respondents said that they initially do not have governor

candidate of their choice. But people in their neighborhood, namely their families

and colleagues, already have one similar governor candidate of their choice. In daily

basis, his neighborhood or people around him often show positive sides belonged to

that candidate and any contributions they have given for South Sulawesi, and thus

his political participation is influenced by his environment.

Beside that, a family relationship becomes people’s reason in electing the

candidate of their choice. They consider that there is an obligation to choose or

prioritize the candidates who have family-based relationship with them. Regardless

the specific purpose after being chosen, these particular people consider that there is

a pride if part of their family becomes a governor or vice governor and lead South

Sulawesi.

Some respondents admit that their choice in the election is based on personal

interest. The personal interest is quite varied. One of the respondents admit that he

will get financial funds for his organization if that particular governor candidate is

elected. That is usually called as a covert political promise.

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Some respondents also have certain reasons in determining their choice of

candidate. Although it is not quantitatively significant, the researcher realizes that a

few data is still data which cannot simply be excluded. The specific reasons are as;

being closely recognized, being an alumni of the same school, being his/her leader,

having ever and are still originated from the same organization, or coming from the

same region or city

One of unique reasons that the researcher finds in this study is factor of

dislikeness. We all know that in the general election of South Sulawesi in 2013,

there are three candidates for both governor and vice governor who are competing.

Some respondents said that they choose the candidate of governor A with unclear

reasons. He also did not know about visions and missions of the candidate he has

chosen. He said that the candidate B and C have had a bad credibility in his

perception and he would not elect them. In his point of view, electing the candidate

A is still better than not electing any candidates, and there it is not a big deal to give

a chance for the candidate A. From the above example, it is clear that the factor of

dislikeness that comes from society over one of the candidates can really give

positive impacts to the other candidates.

The last factor that found in this research is about political ad. Political ad

aims to socialize the political cadres, their visions and missions, or working

programs to all people in the region where their supporters are currently based.

Existence of this political ad itself is actually not a useless attempt. It is proven that

some respondents said that they choose the candidate of governor A because he

often sees the political ads of that candidate. He, who was initially does not know

the characters, visions and missions of this candidate, is finally familiar with these

things. He is thus sure that the candidate of governor A is the best candidate to lead

South Sulawesi among other candidates.

From all data above, it can be concluded that there are many factors

determining one’s supports and political participation. The political support may

come because of one of the reasons mentioned before or it can also come from more

than one reason which will then be personally evaluated by each people who will

participate in the election.

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CONCLUSION AND SUGESTION

In this research, it is found that political slogans basically have influences on

political supports by the community. The form of political support can be varied.

There are respondents who make political slogans as a primary factor of their

political supports. However, there are also respondents who have other factors as the

reasons of their support, and political slogans only become a supporting factor.

There are some factors which make the people’s political supports. Those factors

have been explained in details by the researcher in previous chapter that have also

been divided into two factors, which are cognitive and affective.

This study identified a number of variables about political slogan and it is

relationship with political support. The research cannot separate from lack either

intentional or unintentional, so suggestions and feedback is expected that this

research be better.

The researcher hopes that there will be future studies that examines widely of

political communication, political slogans and political support that can be linked

into the gender, ethnicity and other factors.

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APPENDIX

Table 1. Respondents Classification Based on Technique of Collecting Data (Questtionnaire)

NO Group Frequency Percentage

1 Direct Questionnaire 53 26,5%

2 Online Questionnaire 102 51%

Total 155 77,5%

Table 2. Respondents Classification Based on Technique of Collecting Data (Interview)

NO Group Frequency Percentage

1 Direct Interview 10 5%

2 Indirect Interview 35 17,5%

Total 45 22,5

Table 3. The respondents’ classification based on their educational background

NO

Group

Doctor

Master

Bachelor

Senior High

School

Junior High

School

Total

1 Young - 3 74 40 - 117

2 Middle Age - 3 34 26 2 65

3 Upper middle aged

- 1 4 7 2 14

4 Older 1 1 2 - - 4

Total (Frequency) 1 8 114 73 4 200

Total (Persentage) 0,5% 4% 57% 36,5% 2% 100%

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Chart 1. Slogans classification based on the source

33%

17%

50%

Slogans classification based on the source

Billboard Newspaper Internet

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