Pustaka Ilmiah Universitas Padjadjaran

Abstrak

Politik Pencitraan Wakil Rakyat (Studi Dramaturgis Tentang Komunikasi Politik Wakil Rakyat Di Dprd Kabupaten Bandung Jawa Barat)

Penelitian ini bertujuan untuk mengetahui mengenai Politik Pencitraan Wakil Rakyat di DPRD Kabupaten Bandung. Secara spesifik penelitian ini difokuskan kepada: (1) Strategi PR politik wakil rakyat dalam menciptakan citra; (2) Strategi PR politik wakil rakyat dalam memelihara citra; (3) Strategi PR politik wakil rakyat dalam meningkatkan citra; dan (4) Strategi PR politik wakil rakyat dalam memperbaiki citra. Penelitian ini menggunakan per spektif subjektif dengan dengan menggunakan teori, yaitu teori Dramaturgi Erving Goffman, Tindakan sosial Max Weber, Fenomenologi Alfred Schutz, dan Konstruksi Realitas dari Peter L. Berger dan Thomas Luckman. Teknik pengumpulan data dilakukan dengan menggunakan observasi nonpartisipan, wawancara mendalam, dan studi dokumentasi. Sedangkan teknik analisis data menggunakan model interaktif dari Miles dan Huberman. Berdasarkan hasil penelitian diperoleh kesimpulan bahwa: (1) Strategi wakil rakyat dalam menciptakan citra dimulai dari gedung DPRD dengan cara memperhatikan gaya bicara, penguasaan terhadap suatu isu atau topik dalam diskusi dan persidangan, dan memperhatikan pakaian. Strategi ini dilakukan dalam upaya menciptakan citra. Sedangkan penciptaan citra di masyarakat menggunakan strategi pemasangan baliho dan spanduk, membagikan kartu nama, membagikan kalender, silaturahim, kampanye, dan perbaikan sarana; (2) Strategi PR politik wakil rakyat dalam memelihara citra dilakukan tampil harmonis dilingkungan keluarga, vokal, kritis, dan bersahabat di gedung DPRD, membangun komunikasi intensif dengan masyarakat, melakukan program aksi, melaksanakan tupoksi, memperjuangkan aspirasi rakyat, tidak melanggar norma sosial, serta disiplin. Di samping itu pemeliharaan citra bagi mereka yang berprofesi da’i dilakukan dengan cara tampil mengesankan, terpercaya, fasih dalam membacakan al-Qur’an dan Hadits, serta memperhatikan penampilan (busana); (3) Strategi PR poltiik wakil rakyat dalam meningkatkan citra menggunakan strategi melaksanakan tupoksi sebagai wakil rakyat, respek terhadap persoalan yang berkembang di masyarakat, tidak melanggar etika dan norma, melakukan komunikasi intensif dengan masyarakat, dan melakukan empati terhadap kondisi masyarakat yang berkembang; (4) Strategi PR politik wakil rakyat dalam memperbaiki citra dilakukan dengan cara memecat wakil rakyat yang terkena kasus hukum, etika dan norma, meningkatkan disiplin, meningkatkan integritas, dan melakukan komunikasi dengan rakyat secara intensif. Secara umum dapat disimpulkan bahwa strategi politik pencitraan wakil rakyat di DPRD Kabupaten Bandung dilakukan melalui langkah-langkah perencanaan, posisi dan manuver. Menurut perspektif dramaturgi, perencanaan dan posisi berada pada wilayah back stage, sedangkan manuver berada pada wilayah front stage.

The purpose of this research was to study the image-creating politics of People’s Representatives in DPRD (Regional Parliament) of Bandung District. Specifically, this research was focused on: (1) The political PR strategy of people’s representatives in creating an image; (2) The political PR Strategy of People’s Representatives in keeping their image; (3) The political PR Strategy of People’s Representatives in promoting their image; and (4) The political PR Strategy of People’s Representatives in improving their image. This research pursued a subjective perspective by using some theories, namely, Erving Goffman’s Dramaturgy, Max Weber’s Social Actions, Alfred Schutz’s Phenomenology, and Peter L. Berger dan Thomas Luckman’s Reality Construction. Data collection technique was conducted by using nonpartisan observation, in-dept interview, and documentary study. And data analysis technique used an interactive model from Miles and Huberman. Based on the research results, it could be concluded that: (1) The strategy of People’s Representatives in creating an image began in DPRD House by attending talking style, mastery of an issue or topic in discussions and sessions, and attending dresses. This strategy was pursued in attempt to create an image. Meanwhile, image-creating in community used a strategy of placing billboards and banners, distributing business cards, distributing calendars, friendship visitation, campaigns, and facilities improvement; (2) The political PR strategy of People’s Representatives in keeping their image was caried out by being harmonious in family spheres, vocal, critical, and friendly at DPRD house, building intensive communication with communities, conducting action programs, carrying out main duties, struggling people aspirations, not violating social norms, and being disciplinary. In addition, image maintenance for those who have a profession as religion preacher was conducted by impressive appearance, trustworthy, fluent in reciting al-Qur’an and Hadits, and paying attention on appearance (dresses); (3) The political PR strategy of People’s Representatives in promoting their image was by pursuing a strategy of conducting their main dutiesas people’s representative, concern with the problems arising in communities, not violating ethics and norms, building intensive communication with communities, and showing empathy to the evolving condition of people; (4) The political PR strategy of People’s Representatives in improving their image was conducted by dismissing their members who had been implied in a legal and ethic affairs, enhancing integrity, and building communication with people intensively. In general, it could be concluded that the image-creating strategy of People’s Representatives in DPRD of Bandung District was conducted by planning, position, and maneuver stages. According to dramaturgical perspective, planning and position are at a back stage area, and maneuver is in front stage area.

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