PENGARUH PENAMPILAN KANDIDAT TERHADAP EVALUASI KANDIDAT OLEH PEMILIH (Studi Eksperimental Penggunaan Jilbab Oleh Caleg Perempuan)
Abstract
Abstract:In legislative elections, it’s so common that voter went to polling station without having decision to whom would he gave his trust to be his representative. In fact, it’s not even uncommon that when they looked at the photos of those who ran in the polls, it was the first time for the voters saw their faces. Under this conditions, where the level of information’s very low, simple cues such as the appearance of the candidate, candidates degree, party affiliation, and others became sources of voters argument making. This study’s about the perception that came to voters mind when they saw a photograph of the candidate. It focused to see the effect of candidate appearance, in this case : the use of the veil and not, to the candidate evaluation by voters. It questioned did certain forms of appearance such as the wearing of a veil, made the wearer considered better than the one without. One of the most interesting finding of this study was that women candidates who wore veils were not considered more religious or more honest than the other candidates who didn’t.
Abstrak:Pada Pemilu legislatif, seringkali seorang pemilih mendatangi TPS tanpa memiliki pilihan mengenai siapa yang akan dia pilih untuk menjadi wakilnya di daerah dan pusat, karena minimnya pengetahuan mereka akan pilihan yang mereka miliki. Bahkan tak jarang ketika melihat foto-foto dari mereka yang mencalonkan diri di TPS, itu adalah kali pertama melihat wajah calon wakil mereka. Dalam kondisi di mana tingkat informasi sangat rendah ini, petunjuk-petunjuk sederhana seperti penampilan kandidat, gelar, afiliasi partai, dan lain-lain menjadi sumber penyusunan argumen bagi pemilih. Studi ini adalah studi mengenai persepsi yang muncul di benak pemilih saat melihat foto kandidat. Fokus dari studi ini, melihat pengaruh penampilan kandidat dalam hal ini penggunaan jilbab dan tidak terhadap evaluasi kandidat oleh pemilih. Apakah bentuk penampilan tertentu seperti pemakaian jilbab, membuat pemakainya dinilai lebih baik dari yang tidak menggunakan. Hasil uji komparatif menunjukkan bahwa kandidat wanita yang menggunakan jilbab tidak dinilai lebih religius ataupun lebih jujur dibanding kandidat yang lain
DOI : http://dx.doi.org/10.17977/um019v2i12017p054
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