ABSTRAK
Studi ini meneliti citra khalayak terhadap Golkar. Secara spesifik,studi ¡ni diarahkan pada upaya menjawab 3 (tiga) pertanyaan pokok sebagaiberikut: (1) Bagaimana persepsi khalayak terhadap Golkar pada saat ini?Apakah citra mereka tentang Golkar masih terkait dengan posisi Goikar dimasa lalu (Orde Baru)? (2) Apakah citra khalayak tersebut (positif ataunegatif) mempunyai hubungan/asosiasi yang signifikan dengan faktor sosicdemografiS (khususnya umur, pendidikan dan tempat tinggal) ? (3)Sagaimafla persepsi khalayak terhadap Partai-Partai Politik Iainnyakhususnya yang termasuk dalam 5 (lima) besar pemenang Pemilu (PDIPerjuangan, PPP, PKB dan PAN)? Apakah citra negatif hanya berlaku bagiGolkar atau juga melekat pada keempat partai politik Iainnya? Penelitian dilakukan terhadap warga masyarakat berusia 17 tahun keatas, khususnya yang berdomisili di Jakarta Timur, Depok, Bogor danPurwakarta. Jumlah sampel seluruhnya 340 responden. Penarikan sampedJakukan secara acak melalui teknik ?multi stage random sampling?. Hasil studi menunjukkan bahwa secara umum, mayoritas respondendalam penelitian ini mempunyai pandangan yang ?negatif? terhadap visi, misidan identitas dan 5 (lima) partai besar pemenang pemilu yaitu PDIPerjuangan, Golkar, PPP, PKB dan PAN. Pandangan negatif tersebutterungkap dan jawaban mereka yang umumnya menilai bahwa kelima partaitersebut sebagai : (1) lebih mementingkan tokoh dalam kampanye pemiluketimbang program, (2) hanya peduJi pada rakyat kecil saat menjelangpemjlu (3) hanya mengobral janjijanji politik dalam kampanye, (4)(5) Lebih mementingkan diri dan golongannya politik uang, dan besar kadernya tidak Iayak untuk duduk darjpada rakyat, (6) sebagnya hanya mengejar kedudukan.sebagai anggota legislatif, dan (7) elit politik negatif tersebut terutama lebih menonjol pada golkar dibandingkan dengan keempat partai politik lainnya.

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ABSTRACT
This study is concerned with the audiences? image towards Golkar.The study specifically addressed 3 (three) basic questions: (1) How doaudiences presently perceive Golkar? Are their perceptions associated withGolkar?s position during the New Order (Orde Baru) era ? (2) Are theresignificant relationships between their perception and their socio-demographic characteristics i.e age, education and social-environment? (3)How do they perceive the other 4 (four) big political parties (PDI Perjuangan,ppp, PKB and PAN) ? Are their perception of these four political partiesdifferent with their perception of Golkar? The study was carried out ¡n East Jakarta, Depok, Bogor andPurwakarta. The subjects were community members, 17 years of age andabove. The total sample was 340, and selected randomly through multistage random sampling technique. The findings revealed that, overall majority of the respondents held anegative view towards the vision, mission and identity of the 5 (five) bigpolitical parties (PDI Perjuangan, Golkar, PPP, PKB arid PAN). This wasreflected from the data in wtiich, those political parties were viewed as: (1)concerned more with their leaders than the platforms, (2) paid attention tocommon people only during the campaign, (3) full of promises during thecamnpaign, (4) oriented more to their own group interests, (5) involved inmoney politics, (6) majority of their cadres were not eligible to becomeparliament members, and (7) their elites only fought for the strategicpositions in executive. Nevertheless, their negative perception towardsGolkar was stronger compared to the other 4 (four) political parties.When asked about identity, position, vision and mission of the party,only few respondents who viewed Golkar as : (1) open to all people fromvarious groups and layers, (2) independent from the current government,and (3) having clear vision and mission. On the other hand, majority of therespondents perceived the other four political parties as possessing clearVision and mission. It should be noted, that their positive view wasparticularly strong for PDI Perjuangan. Golkar according to the majority of respondents? perception was associated with the following characteristics : (1) inseparable part of the New Order (ORBA) regome, (2) was big because of Suharto?s dominant role, (3) full of corruption, collution and nepotism practices, (4) involved in money politics, (5) not democratic, (6) ignored the common people?s aspirations and interest, and (7) was not categorized as a modern political party. The study also found significant relationships between therespondents? image and their socio-demographic characteritics i.e. age,education and social environment. It can be summarized that, therespondents who held negative image towards Golkar were else who livedin urban areas, younger in their age, and possessed higher educationalbackground. Based on the study findings, it is necessary for Golkar to change theiridentity as well as their vision and mission. This can be done, among otherthings, by way of evaluating the current ?positioning ? and ?orientation?strategy (repositioning and reorientation strategy). In this regard, Golkarshould carry out internal consolidation, self-evaluation, and nation-widesocialization programs, in order to convince all people that the current Golkaris completely different from Golkar during the New Order era.