The ‘Realness’ Discourse of a Political Leader: A Komunikasi Berasa Perspective
DOI:
https://doi.org/10.18196/jgp.2016.0032Keywords:
Komunikasi Berasa, The Realness Discourse, Media Textual Discourse, Audience’s Perceptual Discourse, jokowiAbstract
This article examines the communication style of the former Governor of Jakarta and presidential candidate during the 2014 Indonesian election, Joko Widodo (known as Jokowi), both as a discourse and communication model that affects trustworthiness and meaningfulness of the audiences toward the conveyed messages.This communication model is called Komunikasi Berasa [‘sensed-communication’ or ‘experientially-meaningful communication’], which synergises the delivery and verification of a message through audiences’ experience towards the meaning of the message. Using discursive and descriptive survey approaches, the author found out that Jokowi’s sensed-communication is not perceived solely on blusukan [impromptu visits], but also on the verbal messages of his political campaigns. Media texts display more sensed-rational and sensed-sensorial discourse, whilst people see sensed-relevance and sensed-beneficial as the prominent factors in the sensed-message that Jokowi sent. The results of this research could be used as a reference in implementing a strategy to get audiences’ trust through Komunikasi Berasa or sensed-communication.
References
Alasuutari, P. (1999). Introduction: Three Phases of Reception Studies. In P. Alasuutari
(ed), Rethinking the Media Audience: the New Agenda. (pp. 1-21). London: Sage Aisha (2014, May 15). Survei: Rakyat Masih Rindu Presiden Blusukan [Survey: People Still
Miss the Blusukan President]. Retrieved from http://pemilu.tempo.co/read/news/2014/
/15/269578007/Survei-Rakyat-Masih-Rindu-Presiden-Blusukan Antaranews (2014a, May 14). Jokowi: Indonesia Harus Punya ‘Tol Laut’ [Jokowi: Indone- sia Must Have ‘Sea Toll’]. Retrieved 15 from http://www.suarapembaruan.com/home/
jokowi-indonesia-harus-punya-tol-laut/55239
Antaranews (2014b, May 14). Revolusi Mental Ciptakan Budaya Kerja Baik [Mental Revo-lution Creates the Good Working Culture]. Retrieved from https://id.berita.yahoo.com/ jokowi-
revolusi-mental-ciptakan-budaya-kerja-baik-163709819.html
Ara (2014, April 27). Butuh Pemimpin Rendah Hati, Alumni Trisakti Dukung Jokowi
[Need a Humble Leader, Trisakti Alumni Support Jokowi]. Retrieved from http:// www.jpnn.com/read/2014/04/27/231094/Butuh-Pemimpin-Rendah-Hati,-Alumni- Trisakti-Dukung-Jokowi- Arnold, V. D. (1988). Source Credibility in Persuasive Oral Communication. Journal of
Education for Business, 64 (1), 43-45. doi: 10.1080/08832323.1988.10772866 Aziza, K. S. (2012, September 20). Inilah Kunci Keunggulan Jokowi [These are the Key
Advantages of Jokowi]. Retrieved from http://megapolitan.kompas.com/read/2012/
/20/23571996/Inilah.Kunci.Keunggulan. Jokowi
Aziza, K. S. (2013, January 29). Jokowi: Orientasi Pemerintah adalah Pelayanan [Jokowi: The Government Orientation is Service]. Retrieved from http://megapolitan.kom- pas.com/read/2013/01/29/18082361/Jokowi.Orientasi.Pemerintah.adalah.Pelayanan Bakoel, P. (2014, March 23). Alasan Megawati Memilih Jokowi sebagai Capres [The Rea- son Why does Megawati Choose Jokowi as Presidential Candidate]. Retrieved from
http://pdiperjuangan-jatim.com/alasan-megawati-memilih-jokowi-sebagai-capres/
Beritasatu (2014, April 1). Jumhur Hidayat: Nilailah Jokowi dari Hasil Kerjanya [Jumhur 336
Hidayat: Judge Jokowi from His Work Results]. Retrieved from http://www.berita- satu.com/nasional/175037-jumhur-hidayat-nilailah-jokowi-dari-hasil-kerjanya.html
Cousins, M. & Hussain, A. (1984). Michel Foucault. Basingstoke: Macmillan Daryono, A. M. (2013, November 6). Jokowi Miliki Modal Komunikasi Politik yang
Apik [Jokowi has the Good Capital of Political Communication]. Retrieved from
http:// news.metrotvnews.com/read/2013/11/06/192846/jokowi-miliki-modal- komunikasi-politik-yang-apik
Daulay, W. C. (2014, May 13). Jokowi: Energi dan Pangan Paling Menjadi Perhatian Saya
[Jokowi: Energy and Food are My Focus]. Retrieved from http://www.merdeka.com/
politik/jokowi-energi-dan-pangan-paling-menjadi-perhatian-saya.html
Dewi, S. W. (2013, March 23). ‘Blusukan’ Essential to Jokowi’s Bid. Retrieved from http:/
/www.thejakartapost.com/news/2014/03/23/blusukan-essential-jokowi-s-bid.html
Fairbanks, E. (2015, February 6). Jose Mujica Was Every Liberal’s Dream President. He Was Too Good to Be True. Retrieved from https://newrepublic.com/article/120912/ uruguays-jose-mujica-was-liberals-dream-too-good-be-true Fajar A (2014, April 15). Jokowi Siapkan Platform Program yang Sederhana [Jokowi
is Preparing Simple Platform of Program]. Retrieved from
http://www.jokowi.id/berita/ jokowi-siapkan-platform-program-yang-sederhana/
Faqih, F. (2014, March 24). Jokowi: Diserang silakan, diejek silakan, ‘aku rapopo’ [Jokowi: Attacked It’s Okay, Ridiculed It’s Okay, I Never Mind]. Retrieved from http:// www.merdeka.com/politik/jokowi-diserang-silakan-diejek-silakan-aku-rapopo.html
Faqih, M. (2014, April 17). Saat Ini Tak Lagi Saatnya Gaya Komunikasi ala Jokowi
[Cur-rently Jokowi’s Communication Style is not Relevant Anymore]. Retrieved
from http:/ /www.republika.co.id/berita/pemilu/berita-pemilu/14/04/17/n46583- saat-ini-tak-lagi-saatnya-gaya-komunikasi-ala-jokowi
Foucault, M. (2002). Archaeology of Knowledge. (A. M. S. Smith, Trans.). London: Routledge Classics Goodnight, G.T. (1987). Argumentation, Criticism, and Rhetoric: A Comparison of Mod- ern and Postmodern Stances in Humanistic Inquiry. In J. W. Wenzel (ed). Argument and Critical Practices: Proceedings of the Fifth SCA/AFA Conference on Argumenta-
tion (pp. 61-67). Annandale, VA: Speech Communication Association Hall, S. (2006). Encoding/ Decoding. In M. G. Durham & D. M. Kellner (eds). Media
and Cultural Studies, Key Works (pp. 163-173). Malden, MA: Blackwell
Hall, S., Evans, J. & Nixon, S. (2013). Representation. 2
nd Edition. London: Sage Handito, D. N. (2014, March 14). Jokowi Diminta Tetap Jujur, Rendah Hati dan Sederhana
[Jokowi is Asked to Remain Honest, Humble and Modest]. Retrieved from http://
jogja.tribunnews.com/2014/03/14/jokowi-diminta-tetap-jujur-rendah-hari-dan- sederhana/
Harder, J. & Krosnick, J. A. (2008). Why Do People Vote? A Psychological Analysis of the Causes of Voter Turnout. Social Issues, 64 (3), 525-549. doi: 10.1111/j.1540-4560.2008.00576.x Holbrook, A. L., Krosnick, J. A., Visser, P. S., Gardner, W. L. & Cacioppo, J. T. (2001). Attitudes toward Presidential Candidates and Political Parties: Initial
Optimism, Iner-tial First Impression, and a Focus on Flaws. American Journal of
Political Science, 45, 930-950. doi: 10.2307/2669333
Hidayatullah, S. (2014, March 15). Capres Jokowi: Pemimpin Itu Harus Hadir di
Tengah Masyarakat [Presidential Candidate Jokowi: Leaders Must Present in
the Community]. Retrieved from http://www.kluget.com/nasional/capres-jokowi- pemimpin-itu-harus-hadir-di-tengah-masyarakat.html
Kahn, K. F. (1991). Senate Election in the News: Examining Campaign Coverage. Legisla-tive Studies Quarterly, 16 (3), 349-374. Retrieved from
http://www.jstor.org/stable/ 440102
Karatani, K. (2003). Transcritique on Kant and Marx. (S. Kohso, Trans.). Cambridge, MA: The MIT Press Kasali, R. (2013, October 28). Cara Jokowi Membangun Kepercayaan [Jokowi Way to Build Trust]. Retrieved from http://bisniskeuangan.kompas.com/read/2013/10/28/
/Cara.Jokowi.Membangun.Kepercayaan Kristanti, E. Y. (2012, September 23), Sosok “Ndeso” Jokowi Mendunia [Jokowi’s ‘Ndeso’ [villager looks] Figure Goes Global]. Retrieved from
http://metro.news.viva.co.id/news/ read/353466-sosok—ndeso—jokowi-mendunia Laisila, L. (2014, May 1). Prabowo ke GBK, Jokowi Blusukan Kunjungi Buruh Sakit
[Prabowo to GBK Stadium (to Celebrate May Day), Jokowi Visits an Ill Worker]. Retrieved from http://suara.com/news/2014/05/01/160638/prabowo-ke-gbk-
jokowi-blusukan-kunjungi-buruh-sakit/
Laisila, L. & Santosa, B. (2014, May 1). Jokowi Sindir Buruh yang Peringati May Day di Gelora Bung Karno [Jokowi is Quipping Workers who Celebrate May Day at the Bung Karno Stadium]. Retrieved from http://suara.com/news/2014/05/01/170142/jokowi-sindir-buruh- yang-peringati-may-day-di-gelora-bung-karno/
Lenderman, M. (2006). Experience the Message: How Experiential Marketing is Chang-ing the Brand World. New York: Carroll & Graf
Lim, J. (2015, December 2). These World Leaders Set An Example To The Powerful With Their Humble, Austere Lifestyles. Retrieved from
http://aplus.com/a/world-leaders-austerity-lifestyle-humble?
Malau, S. (2014, May 2). KSPSI: Yang Lain Masih Janji, Jokowi Sudah Beri Bukti
[KSPSI: Others Still Promise, Jokowi Gives Evidence]. Retrieved from http:// www.tribunnews.com/pemilu-2014/2014/05/02/kspsi-yang-lain-masih-janji-
jokowi-sudah-beri-bukti
Manafe, I. N. (2014, May 13). Di Rapimnas LDII, Jokowi Bicarakan Revolusi Mental
[In LDII National Leaders Meeting, Jokowi Talks about Mental Revolution]. Retrieved from http://www.tribunnews.com/pemilu-2014/2014/05/13/di-
rapimnas-ldii-jokowi-bicarakan-revolusi-mental
McQuail, D. (2010). Mass Communication Theory: An Introduction. London: Sage McRae, D. (2013). Indonesian Politics in 2013: The Emergence of New Leadership? Bulle-
tin of Indonesian Economic Studies, 49 (3), 289-304. doi: 10.1080/
2013.850629
Mulyana, D. (2007). Ilmu Komunikasi Suatu Pengantar [Communication Science, an In-troduction]. Bandung: Remaja Rosdakarya Pasek, J. M. H. (2011). Communication through Elections: Three Studies Exploring
the Determinants of Citizen Behaviour [PhD dissertation, Stanford University, Stanford, CA]. Retrieved from http://purl.stanford.edu/wx381xd7022
Pearce, W. B. (1974). Trust in Interpersonal Communication. Speech Monographs, 41 (3), 236-244. doi: 10.1080/03637757409375842
Pertiwi, A. (2013, June 19). Setengah Tahun Jokowi, 40 Persen Sungai Dikeruk [Half Year
(reign of) Jokowi, 40 Per cent of Rivers Dredged]. Retrieved from http://www.tempo.co/ read/news/2013/06/19/083489498/Setengah-Tahun-Jokowi-40-Persen-Sungai-Dikeruk Pine II, B. J. & Gilmore, J. H. (2011). The Experience Economy. Boston, MA: Harvard
Business Review Press Rosarians, F. (2014, May 1). NasDem: Jokowi itu Produk Lokal [NasDem Party: Jokowi is
the Local Product]. Retrieved from http://www.tempo.co/read/news/2014/05/01/
/NasDem-Jokowi-itu-Produk-Lokal
Safutra, I. (2013, November 9). Jokowi Klaim KJS-KJP Bukti Konkret [Jokowi
Claims that KJS-KJP is the Real Evidence]. Retrieved from http://www.koran- sindo.com/node/ 308970
Sasongko, A. (2014, March 17). Pengamat: Jokowi Belum Beri Bukti Selesaikan Masalah 338
Jakarta [Observer: Jokowi Has Not Yet Provided Evidence to Solve Jakarta’s Problem]. Retrieved from http://www.republika.co.id/ berita/nasional/jabodetabek-nasional/14/
/17/n2l3qu-pengamat-jokowi-belum-beri-bukti-selesaikan-masalah-jakarta Schiappa, E. (2008). Beyond Representational Correctedness, Rethinking Criticism
of Popular Media. Albany, NY: State University of New York Press Schmitt, B. H. (1999). Experiential Marketing: How to Get Customers to Sense, Feel, Think, Act, Relate. New York: Free Press Scott, E. (2014, April 30). Secrets of Happy People: Why Happy People Are Better Off. Retrieved from http://stress.about.com/od/positiveattitude/a/happy_people.htm Sense. (n.d.). Retrieved September 26, 2014, from http://www.merriam-webster.com/
dictionary/sense Sihaloho, M. J. (2013, June 18). Inilah Kelebihan Jokowi yang Digandrungi
Masyarakat [These are the Jokowi’s Strengths that People Love]. Retrieved
from http:// www.beritasatu.com/aktualitas/120455-inilah-kelebihan-jokowi-yang- digandrungi-masyarakat.html
Sihaloho, M. J. (2014, January 14). Titik Banjir Menurun, Bukti Efektifnya Kerja
Jokowi-Ahok [Flooding Spots Decrease, Evidence of the Jokowi-Ahok’s Work
Effectiveness]. Retrieved from http://www.beritasatu.com/ megapolitan/160507-
titik-banjir-menurun-bukti-efektifnya-kerja-jokowiahok.html
Smilansky, S. (2009). Experiential Marketing: A Practical Guide to Interactive Brand
Expe-riences. London: Kogan Page Smith, S. & Wheeler, J. (2002). Managing the Customer Experience: Turning
Customers into Advocates. London: Prentice Hall
Sobary, M. (2014, April 23). Bersikap Adil Terhadap Jokowi’ [Being Fair to Jokowi]. Re-trieved from http://sinarharapan.co/news/read/140423051/Bersikap-Adil- Terhadap-Jokowi- Sundari (2014, May 3). Syafii Maarif: Jokowi Kerempeng tapi Otak Besar [Syafii Maarif: Jokowi’s Flesh-and-bone but Big Brained]. Retrieved from http://pemilu.tempo.co/ read/news/2014/05/03/269575059/Syafii-Maarif-Jokowi-Kerempeng-tapi-Otak-Besar Susilawati (2014, March 31). Sosok Jokowi Sederhana dan Merakyat [Jokowi Figure is Modest and Populist]. Retrieved from http://www.antaranews.com/pemilu/berita/
/sosok-jokowi-sederhana-dan-merakyat
Tere, N. (2014, March 22). Jokowi: Saya itu Ndeso, Miskin Koneksi [Jokowi: I am
‘Ndeso’ [villager looks], Poor in (the political) Connections]. Retrieved from
http:// www.tempo.co/read/news/2014/03/22/078564448/Jokowi-Saya-itu- Ndeso-Miskin-Koneksi
Teresia, A. (2014, May 1). Jokowi Kembali Kenakan Kemeja Kotak-kotak [Jokowi Wears Back a Plaid Shirt]. Retrieved from http://www.tempo.co/read/news/2014/05/01/
/Jokowi-Kembali-Kenakan-Kemeja-Kotak-kotak
Wijaya, B. S (2011a). Experiential Communication Model in the Organizational
Commu-nication: A Study of Persuasive Technique in Order to Gain Audience’s Trust. Jurnal Komunika, 14 (1), 37-44. Retrieved from
http://jurnal.pdii.lipi.go.id/index.php/ Search.html?act=tampil&id=76725
Wijaya, B. S (2011b). Model Komunikasi Berasa dalam Komunikasi Pemasaran: Studi
tentang Iklan Ambient Media dalam Meraih Kepercayaan Khalayak Konsumen
[Sensed-Communication Model in Marketing Communication: A Study of Ambient
Media Advertising in Gaining Consumer Audience’s Trust]. Journal Communication Spec-trum, 1 (1), 55-74. Retrieved from http://jurnal.bakrie.ac.id/index.php/
Journal_Communication_spectrum/article/view/4
Wijaya, B. S. (2013a). Iklan Ambient Media: Konsep, Strategi Pesan dan
Implementasi. Edisi ke-2 [Ambient Media Advertising: Concept,
Wijaya, B. S. (2013b). Korupsi Komunikasi dalam Dimensi Pesan, Media, Konteks dan Perilaku: Sebuah Proposisi Teoretis untuk Riset [The Corruption of Communication in the Message, Media, Context and Behavioural Dimensions]. Journal Communication Spectrum, 3 (1), 1- 13. Retrieved from http://jurnal.bakrie.ac.id/index.php/
Journal_Communication_spectrum/article/view/763
Williams, R. (2013, December 7). Why Nelson Mandela was a Great Leader. Retrieved from https://www.psychologytoday.com/blog/wired- success/201312/why-nelson-mandela-was-great-leader Wiwoho, L. H. (2013, September 26). Kisah “Blusukan” Jokowi Tersiar hingga Amerika
[The ‘Blusukan’ Story of Jokowi is Spread Up to America]. Retrieved from http:// megapolitan.kompas.com/read/2013/09/26/1354410/Kisah.Blusukan.Jokowi.Ter- siar.hingga.Amerika Zeffane, R., Tipu, S. A. & Ryan, J. C. (2011). Communication, Commitment & Trust: Exploring the Triad. International Journal of Business and Management, 6 (6), 77-87. doi: 10.5539/ijbm.v6n6p77
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Jurnal Studi Pemerintahan is licensed under a Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0) license.