SEMIOTIC ANALYSIS OF PRESIDENTIAL AND VICE-PRESIDENTIAL CAMPAIGN BILLBOARDS FOR THE 2024 ELECTION AND ITS IMPLICATIONS FOR INDONESIAN LANGUAGE EDUCATION IN HIGH SCHOOLS

Abstract

This research examines the semiotics of campaign billboards for the presidential and vice-presidential candidates in the 2024 election and its implications for Indonesian language learning in high schools. The objective of this study is to describe the semiotics of linguistic and visual meanings on the campaign billboards of the presidential and vice-presidential candidates in the 2024 election, and to describe the implications of the research findings on Indonesian language learning in high schools. This research uses a descriptive qualitative approach. The data sources are campaign billboards of the presidential and vice-presidential candidates in 2024 found on the internet. Data collection techniques include indirect observation and documentation. Data analysis technique uses referential equivalence. The presentation technique of the analysis results is informal. According to Peirce's theory, nine billboards were identified as Representaments. These campaign billboards include 3 for Anis-Muhaimin, 3 for Prabowo-Gibran, and 3 for Ganjar-Mahfud. The Object or use of language and visuals are evident in each campaign billboard. The Interpretant or explanation encompasses all signs that relate between the representament and the object. In conclusion, the research findings present the vision, mission, and call for the public to support their choices through campaign billboards designed with the characteristics of each presidential and vice-presidential candidate in the 2024 election. The implications of this research are relevant to Indonesian language learning in the second semester of high school phase E, particularly in poetry materials.