Electronic Theses and Dissertation

ABSTRAK
Pacuan kuda merupakan acara budaya Tradisional di tanah Gayo,
Kabupaten Aceh Tengah, pacuan kuda merupakan moment hiburan yang
diadakan dua kali dalam setahun yaitu memperingati HUT RI Indonesia dan HUT
Kota Takengon. Beriringnya waktu pacuan kuda bukan lagi murni digunakan
sebagai acara hiburan bagi masyarakat di Gayo, timbulnya nilai-nilai lain yakni
politik yang mulai mendominasi pada setiap penyelenggaraan moment besar
seperti pacuan kuda ini. Memanfaatkan keramain pengunjung oleh elit politik
sebagai tempat untuk melakukan pencitraan politik terhadap masyarakat Gayo,
Kabupaten Aceh Tengah dengan tujuan untuk memperoleh suara menjelang
Pilkada 2017. Tujuan penelitian ini adalah untuk mengetahui pacuan kuda
digunakan sebagai panggung pencitraan politik dan pengaruh pacuan kuda
sebagai penggung pencitraan politik terhadap masyarakat Aceh Tengah. Teknik
pengumpulan data yang digunakan yaitu penelitian lapangan dan penelitian
kepustakaan. Penelitian lapangan dilakukan untuk memperoleh data primer yang
dilakukan dengan wawancara dan observasi partisipan. Sedangkan penelitian
kepustakaan untuk memperoleh data sekunder berdasarkan buku-buku dan bacaan
terkait. Hasil penelitian pacuan kuda digunakan sebagai panggung pencitraan
politik terhadap masyarakat Aceh Tengah, yaitu pacuan kuda digunakan sebagai
moment promosi dan personal branding. Pengaruh pacuan kuda sebagai panggung
pencitraan politik terhadap masyarakat Aceh Tengah, yaitu Panggung Perkenalan
Para Calon Politisi, Pembentukan Image Elektabilitas Para Kandidat
Kata kunci : Pacuan Kuda, Pencitraan Politik, Keberhasilan.
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ABSTRACT
Horse race is a traditional cultural event of Gayo Land, Central Aceh. However,
as time passes this event is no longer purely used as an entertainment event for
Gayo people, but it begins to emerge other values such as politics which dominate
every major event including the horse race. Crowded by visitors, the horse race
was utilized as a place to conduct political branding toward Gayo community with
a specific purpose and interests. This study purposed to determine why the horse
race was used as political branding stage and how the influence of the horse race
as political branding stage toward Central Aceh people. The data collection
techniques used was field research and library research. Field research was
conducted to obtain primary data carried out by interview and participant
observation. While library research was to obtain secondary data based on books
and related reading. The results of this study indicated two things. First, the
reasons why the horse race used as political branding stage toward Central Aceh
people were the horse race was used as promotion and personal branding moment.
Second, how the horse race used as political branding stage influenced the people
of Central Aceh were known to the public, the emergence of perception, known
by the society and elect, known by the society and not elect, and the success of
political branding by political figures toward Central Aceh people. It is expected
that the political figures to not use the cultural moment as political media since
the horse race is not a place to campaign or conduct political branding toward the
society. In addition, the society could understand more about politics, not only
limited to know, but also clearly comprehend the vision and mission submitted.
Keywords: Horse race, political branding, success.
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