Sunday, September 23, 2012

Dunia Usaha dengan Iklan-nya Mengolok-olok Calon Pilgub DKI (yang kalah)

Pemungutan suara Pilgub DKI sudah usai dilakukan pada tanggal 20 September 2012 yang lalu. Pasangan Jokowi-Ahok memperoleh suara terbanyak dan sepertinya sudah dipercaya sebagai pemenang Pilgub DKI. Jokowi-Ahok adalah pemenang Pilgub versi quick count, dan tentu saja pasangan tersebut tidak menginginkan hanya dikukuhkan sebagai Gubernur DKI versi quick count. Eforia sudah terjadi di kubu Jokowi-Ahok, dan kekecewaan menghinggapi tim sukses Foke-Nara. Yang tersisa dari hiruk-pikuk Pilgub DKI adalah pembantaian atas sesumbar tim sukses pada saat sebelum pemungutan dan penghitungan suara. Seperti terjadi di jejaring sosial Twitter, account Twitter yang menggunakan nama anonim sama seperti kelompok dangdut wanita menjadi sasaran olok-olok khalayak di jagat tweet. Sesumbar akan memakan kotoran kuda apabila pasangan Foke-Nara kalah dijadikan bahan untuk menagih janji pemilik account. Tentu saja itu mewakili suasana yang terjadi di masyarakat, meski dengan nada guyonan pendukung pasangan yang menang akan menyindir atau mengolok pendukung pasangan yang kalah (versi quick count). Politik perolokan tidak hanya terjadi di jejaring sosial, melainkan juga sudah merambah ke media elektronik seperti televisi. Perolokan tersebut tidak disadari, karena dikemas dalam gaya bahasa kultural dan slengekan. Namun substansi dari bahasa yang digunakan dapat menjadi bentuk simbol perolokan. Iklan televisi tersebut merupakan kelanjutan dari iklan sebelumnya yang ide awalnya untuk menyindir brand atau merek kompetitornya. Dengan bahasa iklan, ‘orang pintar kalah dengan orang bejo’, dimaksudkan untuk ‘menghabisi’ bahasa iklan kompetitor, ‘orang pintar minum tolak angin.’ Tulisan selengkapnya dapat di baca di Kompasiana

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