AHMAD SYAMIM BIN KAMARUZAMAN 17206057/1

Visual Anthropology Research Proposal

Title
Political campaign poster as a medium of political communication with voters.
Introduction
A poster is a visual form and tools that is so powerful in history. It is used in war, commercial,
propaganda, politics and delivers info. The role of the poster in conveying the message as in
the election is seen as something that produces a phenomenon if it has a so good visual message.
If seen at the US election in 2008, the poster used by President Barrack Obama, HOPE posters
became a phenomenon across America and it inspired many people. The message brought by
the poster through a visual sketch was seen so contributing significantly in Barrack Obama's
victory. In 2020, there were still entities in elections inside the world who were seen using the
same theme that Obama used in 2008. The poster shows the world that it is still one of the most
powerful communication mediums and is not swallowed up by the times.
Problem Statement
The aim of this research is to identify how election posters serve as a medium of
communication, giving political messages and building trust with voters through current
aspects taken into account.
Objective
1.To identify the aspects of trust in election posters.
2.To find out the reason for the use of Obama's electoral poster patterns in other national
elections.
3. To determine how far election posters can influence voters.
Research Question
1.What aspects of trust are shown in the election posters ?
2.Why Obama Hope posters theme pattern are used in other elections.
3.Where is the main focus of political posters displayed.
Research Site
I have the 2 research sites I have chosen the first one is in Dun Chini in Pekan district, Pahang.
My purpose of choosing this place as my research site is because Dun Chini had just finished
an election in July 2020. The second is in Petaling Jaya. In Petaling Jaya, Selangor. In Petaling,
I focused on the Sabah state election voters as well as ordinary voters in the 14th Malaysian
General Election. My goal of picking these two places is to see the difference in views between
rural areas and urban areas in them seeing electoral posters.
Methodology
1.Semi-structured interview
A semi-structured interview is a meeting where the interviewer does not obey a formalised list
of questions strictly. Instead, they ask questions that are more open-ended, allowing a
conversation with the interviewee instead of a standard question and answer format.
2.Focus group discussion (FGD)
Normally done online or individually, a focus point group asks a small group of people to speak
about a specific issue. A focus team will evaluate a small number of your target audience's
reactions in a controlled, but free-flowing group conversation.
3. Desk research method
Desk research is a method of qualitative research that requiring the use of existing data.
Existing data are summarised and collected to enhance overall study effectiveness. These
records can be accessed via public libraries, websites, data from surveys that were already
completed
4.Surveys
Researcher can use the mail, phone or machine to perform the surveys person-to-person to keep
their safety while Covid-19. They can be handled by themselves or an interviewer. Tools
including computer-aided telephone interviews or website touch screen surveys can be useful.
Data Analysis
1.Content analysis
1.1 Select the content that will be analyze.
Content to be selected for analysis can come from Books, newspapers, magazines, Speeches,
interviews, Photographs, films, Web content and social media posts
1.2 Define the units and categories of analysis
When already choosing the content to be analyzed, there are two things that need to be
classified. The first is The unit(s) of meaning that will be coded. The second is the set of
categories that you will use for coding
1.3 Develop a set of rules for coding.
Coding involves organizing the units of meaning into the conceptual categories
1.4. Code the text according to the rules
Go through each text and record in the appropriate categories all relevant data. This can be
achieved manually or assisted by computer programmes like QSR NVivo.
1.5. Analyze the results and draw conclusions
Gantt Chart
Week 1 Week 2 Week 3 Week 4 Week 5
Conduct the Interview
Conduct a Survey
Analyzing Data
Write a project report
Finnish a Report

Literature Review
1. The importance of being present: Election posters as signals of electoral strength, evidence
from France and Belgium
(Dumitrescu,2009) states that the costs spent on election posters are as much as 20 percent of
the electoral communications budget in France, Belgium, Germany and Ireland. (Plasser and
Plasser, 2002: 295), question why it is necessary to spend on election posters. However, the
study (Huckfeldt and Sprague's (1992) stated that the presence of election candidate posters on
the streets gave a voters feels that the candidates would win. According to (Burbank, 2017) a
perspective in the context of who will win can determine a person's vote. (Canadian Press,
2009) reports that most politicians from canadian major party politicians' argue that election
posters are a signal to voters about the strength of the candidates and from that they feel it is a
complication that is important to them.
2. How to Conduct a Focus Group Discussion (FGD)
This FGD technique is very sustainable for use as a key method in collecting data. (Khan &
Manderson 1992; Barbour 2006, 2014) uses FGD in health studies. They collected information
in the fourth phase of this phase with the implementation of FGD on the sciencetific research
phase. The 4 phases applied FGD are exploration, monitoring, evaluation and Gathering and
assessing outcomes. These four phases are all FGD. According to (Grbich 1999, p.114 foll.
Bromley et al. 2003:13). FGD techniques suitable for communities with a low level of literacy
and or a strong oral tradition. (Kitzinger 1995, 2006) argued that situations that were non
threaten, safe and conducive would encourage fgd participants to speak out. Yet it is likely to
also be skeptical and embarrassed to speak out for being in a group.
3. HOPE, Barack Obama Poster | An Analysis
Fairey has good ambitions towards Obama so it can formulate an important message that is the
distance that needs to be eliminated. This poster drawing is so thorough in terms of color
selection chosen to have a psychological impact on voters who see the results of his work.
Many aspects seen by Fairey on Obama's self that he felt it needed to be portrayed in a hope
poster like he was interested in Obama's speech namely "that everyone is created equal, and is
equally entitled to life". This speech sounds like a hope for society. Thus the message brought
by Hope's poster is considered successful because it created the cultural phenomenon. It gives
an overview that this political poster is able to make an impact and become a medium in two
parties i.e. candidates and voters communicating with a poster.
References
Dumitrescu, D. (2011). The importance of being present: Election posters as signals of electoral
strength, evidence from France and Belgium. Party Politics, 18(6), 941-960.
doi:10.1177/1354068810389644
Peter van Eeuwijk, Angehrn, Z (2019). Key Area of Activity (KAA-10)‘Society, Culture and
Health’: How to Conduct a Focus Group Discussion (FGD)
UKEssays. (November 2018). HOPE, Barack Obama Poster | An Analysis. Retrieved from
https://www.ukessays.com/essays/cultural-studies/hope-poster-by-shepard-fairey-
cultural-studies-essay.php?vref=1