ETIKA PERIKLANAN DALAM KAMPANYE POLITIK DIGITAL: STUDI KASUS PEMILU DI INDONESIA 2024
DOI:
https://doi.org/10.69714/39f3vx24Keywords:
digital political campaign, advertising ethics, Indonesian Advertising Ethics Code, 2024 election , social mediaAbstract
The 2024 General Election in Indonesia marked a significant shift in the landscape of political communication from conventional media to the digital sphere. Political campaigns conducted through social media and online platforms have opened new opportunities for persuasive effectiveness but also introduced serious challenges in terms of communication ethics, particularly in advertising. This study aims to analyze digital political campaign practices during the 2024 election through the lens of the Indonesian Advertising Ethics Code (Etika Pariwara Indonesia/EPI), which serves as a self-regulatory standard in the advertising industry. This research employs a qualitative approach using a case study method, supported by documentation analysis, digital observation, and literature review. The findings reveal that many digital political advertisements violate key EPI principles, including honesty, transparency, and social responsibility. The most prominent violations include negative campaigning, the use of religious symbols to construct candidate images, and undisclosed endorsements by political influencers. Weaknesses in digital monitoring systems exacerbate these issues, allowing unethical content to spread massively and uncontrollably. This study concludes that the implementation of EPI in digital political campaigns remains weak and requires a more adaptive, collaborative, and technology-based monitoring approach to safeguard democratic integrity in the digital communication era.
References
Afrita, J. (2024). Pemilu 2024: Meninjau Dampak Kampanye Media Sosial terhadap Partisipasi Politik. GEMA PUBLICA, 9(2), 83-95.
Azharia. Novitasari, A. W., Priyanda, A. B., Handoko, D. (2024). Etika Periklanan pada Media Sosial Instagram di Era Influencer. HUMANUS: Jurnal Sosiohumaniora Nusantara, 1 (1), 435-443.
Badan Pengawas Periklanan. (2023). Badan Pengawas Periklanan (BPP). Retrieved from https://p3i-pusat.com/bpp/: https://p3i-pusat.com/bpp/
Dewan Periklanan Indonesia. (2014). Etika Pariwara Indonesia. Jakarta: Dewan Periklanan Indonesia.
Harjanto, R. (2021). Periklanan dan Strategi Komunikasi Persuasif dalam Media Digital. Jurnal Komunika, 13(2), 135–148.
Jeconiah, C. (2022). Etika dan Iklan Politik Digital: Studi Kasus Pemilu di Indonesia. Jurnal Wacana Politik Digital, 5(2), 88–100.
Jeconiah, C., & Sihombing, R. (2023). Tren Kampanye Politik Digital dalam Pemilu Indonesia: Antara Strategi dan Etika. Jurnal Ilmu Komunikasi, 9(2), 101–116.
Nurdin, R. (2021). Periklanan dan Strategi Komunikasi Persuasif dalam Media Digital. Jurnal Komunika, 3(2), 135–148.
Nurdin, R. (2023). Konstruksi Iklan Politik di Media Sosial pada Pemilu 2024. Jurnal Ilmu Komunikasi UIN Alauddin, 7(1), 55–66.
Sobari, Y. (2020). Kampanye Politik di Era Digital: Teori dan Praktik dalam Pemilu Indonesia. Jurnal Komunikasi Politik, 5(1), 1–14.
Subadi. (2024). Etika Penggunaan Artificial Intelligence dalam Iklan Politik: Studi Kasus KampanyeMenggunakan Presiden Soeharto Versi AI. Jurnal Senirupa Warna, 12 (2), 88-101.
Sugiyono. (2010). Metode Penelitian Pendidikan;Pendidikan Kualitatif dan R&D. Bandung: Alfabeta.
Thabroni, G. (2022). Metode Penelitian Deskriptif: Pengertian, Langkah & Macam. Retrieved from Serupa.id: serupa.id
Tunggele, H. H. (2022). Etika Periklanan, Studi Kasus pada Iklan Grab Bike. CITRAWIRA: Journal of Advertising and Visual Communication, 3(2), 193-201.
Universitas Muhammadiyah Yogyakarta. (2023, Mei 12). Terus Belajar, Tantangan Komunikasi Era Digital. Retrieved from https://ik.umy.ac.id/: https://ik.umy.ac.id/
Vanessa, G., & Angel, Y. (2024). Membangun Kepercayaan di Era Digital Melalui Etika Bisnis Influencer dan Endorsement yang Bertanggung Jawab. Jurnal Intelek Insan Cendikia, 1(5), 1366-1371.
Wijaya, I. K. (2021). Etika Periklanan dan Tantangan Kampanye Politik Digital di Indonesia. Jurnal Komunikasi dan Media, 9(1), 23–38.
