ABSTRAK
Penelitian ini mengkaji strategi pengemasan pesan yang dilakukan tim humas Presiden Joko Widodo dalam mengkomunikasikan kebijakan hukuman mati. Kebijakan hukuman mati selalu menuai pro dan kontra serta dianggap kontradiktif dengan citra humanis dan janji kampanye Joko Widodo saat pencalonan presiden 2014. Oleh karena itu, peneliti menganalisis tiga pidato Jokowi yang bermuatan wacana kebijakan hukuman mati untuk melihat strategi pengemasan pesan yang dilakukan tim humas Presiden Joko Widodo. Peneliti menggunakan analisa framing model Entman dengan paradigm konstruktivis dan pendekatan kualitatif. Dengan mempertimbangkan konsep komunikasi kebijakan publik, framing, dan teori dramatisme, peneliti menemukan bahwa tim humas Presiden Joko Widodo membingkai isi kebijakan hukuman mati mengenai efek deteren dan sifat utilitarian hukuman mati. Tim humas Presiden Joko Widodo juga membingkai situasional kebijakan hukuman mati sehingga kebijakan ini terlihat rasional. Strategi pengemasan ini dilakukan agar khalayak dapat memahami kebijakan hukuman mati dengan tepat. Kata Kunci : Framing, Kebijakan publik, Hukuman Mati, Pidato Presiden, Dramatisme

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ABSTRACT
This study analyzes framing strategies by President Joko Widodo 39 s public relation team used in death penalty policy. The death penalty policy is constantly provoking pros and cons. Some people perceived this policy as contradictory to Jokowi 39 s humanist image and his promises about human rights during 2014 presidential election. Therefore, researcher analyzed three speeches of Jokowi which contained the discourse of death penalty policy to see the strategy of framing. Researcher used Entman model analysis with nonconstructive paradigm and qualitative approaches. Considering the concept of public policy communication, framing, and dramatism theory, researcher found that president Joko Widodo rsquo public relation team framed the content of death penalty policy on the deterrence effect and utilitarian nature of capital punishment. Public relation team of President Joko Widodo also framed the situational policies of the death penalty so that this policy looked rational. These strategies were done to gain public understanding of capital punishment policy. Keywords Framing, Public Policy, Death Penalty, Presidential Speech, Dramatisme