STRATEGI TINDAK TUTUR DALAM IKLAN BAWASLU RI BERANI BICARA BENAR SEBAGAI PENDEKATAN HUKUM ADMINISTRASI NEGARA

Aditya Pratama, Putri Hafidati

Abstract


Komunikasi yang efektif antara pemerintah dan masyarakat memegang peranan penting dalam membangun tata kelola pemerintahan yang baik (good governance). Salah satu instrumen komunikasi yang digunakan pemerintah adalah iklan layanan masyarakat. Penelitian ini mengkaji strategi tindak tutur dalam iklan layanan masyarakat berjudul "Berani Bicara Benar" yang bertujuan meningkatkan kualitas partisipasi publik dalam pemilu melalui pesan-pesan terkait keberanian, kejujuran, dan integritas. Analisis dilakukan menggunakan pendekatan teori tindak tutur dan perspektif hukum administrasi negara, khususnya terkait akuntabilitas, legalitas, partisipasi publik, dan keterbukaan informasi. Hasil penelitian menunjukkan bahwa ditemukan penggunaan tindak tutur sebagai strategi dalam mengajak masyarakat untuk berpartisipasi aktif dalam memfilter informasi dan mengawasi pemilu, sehingga memperkuat prinsip-prinsip good governance dan fungsi hukum administrasi dalam mendukung proses demokrasi yang adil.


Keywords


Tindak Tutur; Iklan Layanan Masyarakat; Hukum Administrasi Negara.

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DOI: http://dx.doi.org/10.30870/jmbsi.v9i2.29512

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