STUDENTS' PERCEPTION OF POLITICIANS' LANGUAGE ON CAMPAIGN BILLBOARDS IN TERNATE CITY

Abstract

This study aimed to analyze students' perceptions of the language used by politicians on campaign billboards in Ternate City. A qualitative descriptive method was employed through interviews with students of the University of Khairun Ternate. The data were analyzed using relevant theories. The results showed that generally the language used on campaign billboards in Ternate City was considered quite effective in conveying political messages as it was easy to understand. However, some billboards were still not optimal. The use of local dialects strengthened cultural identity but should consider comprehensibility. Language on billboards reflected politicians' character through slogans and messages. Effective language influenced perceptions of honesty, commitment and vision. In conclusion, appropriate language is crucial in political communication strategy through billboards to understand candidates and build strong political narratives.