Political Advertising on the 2014 Indonesian Presidential Election, Issues or Images?

Alfi Rachman Waluyo, Eriyanto

Research output: Contribution to conferencePaperpeer-review


The 2014 Indonesian Presidential Election became a historic political contestation and runs excitingly. Historic since it is the first Presidential election contest in the Republic of Indonesia where there are only two candidates fighting over the vote of the Indonesian citizen. Exciting, since the competition is very tight, where both candidates maximizing all abilities and resources to win the election. One of the battle faced by candidates very tightly is the political advertising rivalry, commonly called 'air attack'. Recorded more than 50% of campaign operational expenses spent by both candidates to finance their political advertising, with a total value of money spent reaching more than IDR 239 Billion. This study intends to analyze the content of television advertisements that used by both candidates in the 2014 Indonesian Presidential Election and to prove the hypothesis that has been believed from various studies that have been conducted in the Western Democracies, where it is believed that political ads aired on television more contains content issues rather than images content. The method used in this study is to collect the documentation of all political ads belongs to both candidates by previously pulling out the testimonials and religious celebration greetings to be analyzed and categorized whether those advertisements contain more issues or images content. Through this study, it was discovered that the political advertisements of both candidates for the 2014 presidential election in Indonesia contained more images content than the issues. This fact indicates that the pattern of political advertising usage in Indonesia has not reached a similar level compared to that found in Western Democracies.
Original languageEnglish
Publication statusPublished - 2017
Event1st Indonesia International Graduate Conference on Communication (IGCC) 2017 - ID, Depok, Indonesia
Duration: 1 Jan 2017 → …


Conference1st Indonesia International Graduate Conference on Communication (IGCC) 2017
Period1/01/17 → …


  • Political ads; Television ads; Images; Issues; Presidential Election


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