Sari, Yustisia Ditya and Indrayani, Inri Inggrit and Vidyarini, Titi Nur (2015) Ideologi Dalam Iklan Keluarga Berencana Periode 2004-2014. Proceedings Konferensi Nasional Komunikasi ASPIKOM 2015. pp. 223-239. ISSN 9786026751065
Abstract
Family planning (KB) program, which was launched by the government since the 1960s is one of the approach used to improve the population quality of life and the welfare of people in Indonesia. The progra’s stages are Planning, organizing, actuating and controlling is a systematic “effort” in optimizing a healthy family, for both the mother and child. That effort was manifested in the form of KB services as one of the health program, through selection of contraception, and disseminate it in the form of promotional advertising, through mass media both printed and electronic. In 2004 to 2014, during the period of Susilo Bambang Yudhoyono (SBY), the program strategic promotion was focus on advertisement, since it was considered capable of explaining the essential of the program and bringing it up as an ideology through the health program and campaign. The researchers were conducting a qualitative semiotic study on the ideology brought up in the commercial. The results showed that there was a linkage between media advertising campaign and the Indonesian government ideology at that period. In the era of SBY's leadership, the main plan and objective were to perpetuate and continuing the policy established since the New Order policies (Orde Baru). A good quality and modern family was described as a family with only two children. Mother still took on the role as the domestic authorities responsible for the growth of their children. Keywords: Ideology, Advertising, family planning (FP), Period 2004-2014
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