scholarly journals The Myth of Masculinity in L'men Gain Mass Advertising

2019 ◽  
Vol 8 (2) ◽  
pp. 1
Author(s):  
Feb Rudi Akbar ◽  
Raudlatul Jannah
Keyword(s):  
Qualitative Research ◽  
Roland Barthes ◽  
New Delhi ◽  
Visual Methods ◽  
Semiotic Analysis ◽  
Sage Publication ◽  
Publishing Group ◽  
Body Shapes ◽  
Minority Ethnic

The purpose of this study is to identify L-Men Ads critically through representations of five actors. It is done to dismantle the process of forming male masculinity images in L-Men advertisements through visual methods with the syntagmatic approach of Roland Barthes. Roland Barthes's semiotic analysis is used to find patterns and intrinsic elements of the masculinity that are built into advertising. The myths of masculine men are depicted by certain types of sports, accessories, hairstyles, clothing, clothing colors, handsome faces, muscular body shapes, fancy place settings, and sexy women. The characters that are considered masculine are man with a muscular body, a man whose sportsmanship, man as new warriors, and man as a hero. L'Men Gain Mass wants to create pseudo masculinity by incorporating ideological values ​​that blend with images, fantasies, and dreams. These values ​​have been built successfully through the role of Copy Writer, and Visualizer in packaging L'men Gain Mass products, which are then well communicated and mixed with consumerism ideology. The commodification of L'men Gain Mass milk has succeeded in building an image of male masculinity on dexterity, handsome face, and favored by women who are then internalized into the product.  Keywords: Masculine Myth, Product Advertising, Ideology, intrinsic pattern Referensi: Barthes, R. 2012. Elemen-Elemen Semiologi. Yogyakarta: Jalasutra. Bungin,  B.  2006. Sosiologi  Komunikasi:  Teori,  Paradigma,  dan  Diskursus Ibrahim & Akhmad. 2014. Komunikasi Dan Komodifikasi: Mengkaji Media Dan Budaya Dalam Dinamika Globalisasi. Jakarta: Yayasan Pustaka Obor Indonesia. Liliweri, Alo. 2007. Makna Budaya dalam Komunikasi antar Budaya. Yogyakarta: Pt Lkis Pelangi Aksara. Marvasti, A. B. 2004. Qualitative  Research  in  Sociology.  London,  Thousand Oaks, New Delhi: Sage Publication. Poloma, M. M. 2004. Sosiologi Kontemporer. Jakarta: CV Rajawali. Sabur,A. 2004.  Semiotika  Komunikasi. Bandung: Remaja Rosda Karya. Sobur, A. 2001. Analisis  Teks  Media (Suatu  Pengantar  untuk  Analisis Wacana, Analisis Semiotik, dan Analisis Framing). Jakarta: Rosda. Yenne, Bill. 2002. Seri Sekilas Mengetahui, 100 Peristiwa yang Berpengaruh di dalam Sejarah Dunia. Batam: Karisma Publishing Group. Zoest, V. A.1996. Serba-Serbi Semiotika. Jakarta: Gramedia Pustaka Utama. April, DR. 2005. Iklan dan budaya populer. Pembentukan Identitas Idiologi Kecantikan Perempuan Oleh Iklan. Jurnal Ilmu Komunikasi. 1(2). UAJY. Cinthia, PS. 2014. Maskulinitas di majalah laki-laki: Studi semiotika terhadap rubrik rupa di majalah Men’s Health Indonesia. Jurnal Ilmu Komunikasi. 2(2). Universitas Kristen Petra. Surabaya. Demartoto, Argyo. 2010. Konsep maskulinitas dari jaman ke jaman dan citranya dalam media. Jurnal Jurusan Sosiologi Fakultas Ilmu Sosial dan Ilmu Politik UNS. Surakarta Malau, RM.2011. Sosok etnis-etnis minoritas dalam iklan (Figure of Minority Ethnic in Advertising). Jurnal Ilmu Komunikasi. 3(1). Universitas Semarang. Semarang. Nuraini. A, Maktukhah I. 2015. Pengaruh Celebrity Endoser Dan Kualitas Produk Terhadap Keputusan Pembelian Melalui Cintra Merek Pada Kosmetik Warda Di Kota Semarang. Jurnal Management. Fakultas Ekonomi, Universitas Negeri Semarang. Semarang. Surajiyo. 2011. Perempuan Sebagai Model Iklan Komersial Dalam Perspektif Filsafat Moral. Jurnal Ilmu dan Desain. Universitas Indraprasta PGRI. Jakarta. Rivano,   M.   2006.   Analisis   Perilaku   Konsumen   Susu   L-Men.   Skripsi. Bogor:  Departemen   Ilmu-Ilmu   Sosial   Ekonomi   Pertanian,   Fakultas   Pertanian Institut Pertanian Bogor. Widiyaningrum, W. 2014. Pemaknaan Maskuinitas dalam Iklan Produk Kosmetik untuk Laki-Laki. Skripsi. Semarang: Fakultas Ilmu Sosial dan Politik Universitas Diponegoro. Anshori, F. 2014. Maskulinitas dalam Iklan Televisi (Analisis Semiotika Iklan Extra Joss Blend Bukan PHP Versi “Verrel Bramasta” Menurut Roland Barthes). Skripsi. Yogyakarta: Fakultas Sosial dan Humaniora Univesitas Islam Negeri Sunan Kalijaga. Krisnawati, L. 2012. Analisis Wacana Iklan Kesehatan pada Majalah Femme Actuelle dengan Pendekatan Mikro dan Makrostruktural. Skripsi. Yogyakarta: Program Studi Bahasa Prancis Universitas negeri Yogyakarta. Damayanti, D. 2013. Konstruksi Kecantikan dalam Iklan Pond’s Flawless White 7 Days to Love. Skripsi. Jember: Fakultas Ilmu Sosial Dan Politik Universitas Jember.  Akhyadi, F. 2008. Analisis Tingkat Kepuasan Konsumen Susu L’men. Bogor. Fakultas Ekonomi Dan Managemen. ITB https: atau  atau www.nutrimart.co.id atau about-us. Diakses pada tanggal 11-10-2016 Situs L-Men. www.L-Men.com. Di akses pada tanggal (24 februari 2017).    

scholarly journals Nilai-nilai Pendidikan Islam dalam Film Animasi Nussa Episode Sholat Itu Wajib

PALAPA ◽  
2021 ◽  
Vol 9 (1) ◽  
pp. 55-75
Author(s):  
Muhammad Shodiq Masrur ◽  
Asyhari Amri
Keyword(s):  
Qualitative Research ◽  
Descriptive Analysis ◽  
Moral Values ◽  
Roland Barthes ◽  
Semiotic Analysis ◽  
Analysis Model ◽  
Animated Film ◽  
Role Of Parents ◽  
Humanitarian Values

The current era, with fertile technology that is increasingly developing, certainly has positive and negative sides. One of the phenomena that shows the negative side of development technologies such as Youtube, Instagram, Twitter and Facebook is that many cildren use media gadgets as playmates, so that the child is not controlled is choosing content that is popular in cyberspace, as a reseult the child will further away from values religion, humanitarian values, values justice and moral values. In this article, the researcher describes the prevention of moral decadence for the younger generation, so it is necessary to increase the role of education, especially the role of parents in selecting entertaiment content that contains moral values for children. These efforts are made to prepare the next generation who have knowledge, faith and good character. The writing of this article uses qualitative research with descriptive analysis. The writer in this article uses Roland Barthes’ semiotic analysis model known as “two order of signification”, namely by looking for the denotative meaning the connotation of each scene. From using this method the researcher foumd that the animated film Nussa and Rarra, the episode of prayer must contain values from the concept of Islamic teachings, namely Akidah, Sharia and Moral. If parents are able to nurture and guide by choosing content that educated and implements in life, it is hoped that the child will become a person with character according to the expectation of the nation and religion. Islamic

scholarly journals Representasi Pendidikan Seks dalam Film Dua Garis Biru (Analisis Semiotika Roland Barthes)

Koneksi ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 155
Author(s):  
Eartha Beatricia Gunawan ◽  
Ahmad Junaidi
Keyword(s):  
Data Collection ◽  
Sex Education ◽  
Research Method ◽  
Qualitative Approach ◽  
Roland Barthes ◽  
Semiotic Analysis ◽  
Literature Study ◽  
Role Of Parents ◽  
Descriptive Qualitative

This study aims to describe the representation of sex education in the film Dua Garis Biru by director Gina S. Noer. This study uses a descriptive qualitative approach. The research method uses Roland Barthes's semiotic analysis with two-way significance and the meaning of denotation, connotation, and myth. The subjects of this study are Dara and Bima, the object of this study is a sign of sex education represented in scenes, dialogues, and characters in films. Methods of data collection by observation, literature study, interviews, and documentation. The film Dua Garis Biru tells the story of how Dara and Bima, two teenagers, must be responsible for the consequences that they did not think of before due to free sex. This film also illustrates the important role of parents in communicating information about sex to children. The results of this study indicate that there is a picture of sex education in the film Two Blue Lines. It was concluded that the side or form of sex education is displayed in scenes, dialogues, or characters that insert the importance of knowing sex education and knowing the consequences of every action related to sex. Penelitian ini bertujuan untuk menggambarkan representasi pendidikan seks  dalam Film Dua Garis Biru karya sutradara Gina S. Noer. Penelitian ini menggunakan pendekatan kualitatif deskriptif. Metode penelitian menggunakan Analisis Semiotika Roland Barthes dengan signifikan dua arah dan pemaknaan denotasi, konotasi, dan mitos. Subjek penelitian ini adalah Dara dan Bima, objek penelitian ini adalah tanda pendidikan seks yang direpresentasikan dalam adegan, dialog, dan karakter dalam film. Metode pengumpulan data dengan observasi, studi pustaka, wawancara, dan dokumentasi. Film Dua Garis Biru bercerita tentang bagaimana Dara dan Bima, dua remaja harus bertanggung jawab atas konsekuensi yang tidak mereka pikirkan sebelumnya karena melakukan seks pranikah. Film ini juga menggambarkan pentingnya peran orang tua dalam mengkomunikasikan informasi tentang seks kepada anak. Hasil dari penelitian ini menunjukkan bahwa terdapat gambaran tentang pendidikan seks dalam film. Sisi atau bentuk pendidikan seks ditampilkan dalam cuplikan adegan, dialog, atau karakter tokoh yang menyisipkan pentingnya mengenal pendidikan seks dan mengetahui konsekuensi dari setiap perbuatan yang berhubungan dengan seks.

scholarly journals MITOS SEKSUALITAS DALAM IKLAN

2018 ◽  
Vol 2 (1) ◽  
Author(s):  
Jemmy Junius Pah
Keyword(s):  
Qualitative Research ◽  
Research Methodology ◽  
Roland Barthes ◽  
Print Advertising ◽  
Semiotic Analysis ◽  
Women's Bodies ◽  
Qualitative Research Methodology ◽  
Male Model

This study aimed to dismantle the myth of sexuality in print advertising LYNX version of The Cleaner You Are The dirtier You Get. The objects of this study were LYNX print ads version of The Cleaner You Are The dirtier You Get that displays only the female sexy model figure without including the male model. This study used a qualitative research methodology. The method of Roland Barthes' semiotic analysis is used to determine the meaning of the signs that exist on the stored advertisements and also the ideology behind the ad. After observing the LYNX print ads version of The Cleaner You Are The dirtier You Get, researchers found the myth of sexuality in various signifier and the signified that exist in the ad. The use of icons such as sexuality sexy female models showed their exploitation efforts both physical and non-physical by exploiting women's bodies and desires. The ideology that is hidden behind LYNX print ads version of The Cleaner You Are The dirtier You Get is the ideology of consumerism, patriarchy and capitalism. Associated with the research, the authors would like to suggest that the ad makers and manufacturers are not continuously use women's bodies as 'material' advertising, especially if the woman is only used as mere sex objects.Keyword: Myth Sexuality, LYNX Print Ad, Semiotics, Roland Barthes, Consumerism, Patriarchy, Kapitalism

scholarly journals Representasi Budaya Termarginalisasi dalam Game

Koneksi ◽  
2021 ◽  
Vol 5 (1) ◽  
pp. 194
Author(s):  
Orville Yonathan ◽  
Sinta Paramita
Keyword(s):  
Qualitative Research ◽  
Data Collection ◽  
Research Methods ◽  
Mass Communication ◽  
Research Method ◽  
Roland Barthes ◽  
Online Game ◽  
Semiotic Analysis ◽  
Minority Cultures ◽  
Data Collection Technique

Games as a form of mass communication carry messages for the audience. One of the games called marginalization was Player Unknown's Battlegrounds (PUBG). This study aims to identify the existence of marginalization in minority cultures in the PUBG game. The PUBG game is a survival game against 100 people where the players are placed on an island. How to survive is done by killing opposing players using the weapons that have been provided. This game can be done alone or in groups of four. The research method used by researchers is qualitative research methods. The research technique used is the Semiotic analysis of Roland Barthes. The data collection technique used was the observation technique. Observations made by researchers include how the characters in this game are made and how the forms of communication performed by the players while playing so that the marginalization of the minority culture appears. This study found that in an online game it has the potential to bring bad things to the intercultural society which is described by Roland Barthes that a bad habit will become a habit that is tolerated.Permainan atau game sebagai bentuk komunikasi massa membawa pesan bagi audiens. Salah satu game yang disebut melakukan marginalisasi adalah game PlayerUnknown’s Battlegrounds (PUBG). Penelitian ini ingin mengidentifikasi adanya marginalisasi pada budaya minoritas dalam game PUBG. Permainan PUBG merupakan permainan bertahan hidup dengan melawan 100 orang di mana para pemainnya ditempatkan di sebuah pulau. Cara bertahan hidup dilakukan dengan membunuh pemain lawan menggunakan senjata yang sudah disediakan. Permainan ini dapat dilakukan sendiri atau berkelompok dengan anggota empat orang. Metode penelitian yang dipakai peneliti adalah metode penelitian kualitatif. Teknik penelitian yang digunakan adalah analisis Semiotika Roland Barthes. Teknik pengumpulan data yang digunakan adalah teknik observasi. Pengamatan yang dilakukan peneliti meliputi bagaimana karakter dalam game ini dibuat dan bagaimana bentuk komunikasi yang dilakukan para pemain pada saat bermain sehingga muncul marginalisasi budaya minoritas tersebut. Penelitian ini menemukan bahwa di dalam sebuah game online memiliki potensi memunculkan hal buruk untuk masyarakat antar budaya yang digambarkan menurut Roland Barthes bahwa sebuah kebiasaan buruk akan menjadi suatu kebiasaan yang ditoleransi.

scholarly journals Analisis Semiotika Representasi Pria Metroseksual dalam Video Musik Seventeen “Thanks”

Koneksi ◽  
2021 ◽  
Vol 5 (2) ◽  
pp. 434
Author(s):  
Grace Harpono ◽  
H.H Daniel Tamburian
Keyword(s):  
Qualitative Research ◽  
Research Methods ◽  
Qualitative Research Methods ◽  
Music Videos ◽  
Roland Barthes ◽  
Music Video ◽  
Semiotic Analysis ◽  
Topic Analysis ◽  
Analysis Theory ◽  
Beauty Products

Metrosexual men are men who take care of themselves and care about their appearance, at this time this is a natural thing and there are many beauty products specifically for men to maintain their appearance. At this time, the writer examines this through music videos, with the aim of seeing how the metrosexual male representations that occur in the Seventeen music video entitled 'Thank you'. To be able to do this analysis, the writer conducted research by analyzing the clips in the music video, therefore in this study the writer chose to use qualitative research methods. This research technique uses Roland Barthes' semiotic analysis theory which sees signs as denotations and connotations. With data techniques using observation techniques. The observation technique referred to by the author is to make observations made by the author of the Seventeen music video entitled "Thank you". The author watches in detail to capture events or signs related to the topic analysis. From the observations made by the author, the narrative of events and clear scene snippets of the representation of metrosexual men as seen from the clothes, make-up, accessories, and hair used in the music video are supported by gender theory derived from Roland Barthes' semiotic analysis. the research conducted gets credible results from the authors.Pria Metroseksual adalah pria yang pria yang merawat diri dan peduli dengan penampilannya, pada saat ini hal tersebut merupakan hal yang wajar dan sudah banyak prisuk kecantikan yang di khusus kan untuk para pria untuk menjaga penampilan mereka. Pada kali ini penulis meneliti hal tersebut melalui musik video, dengan tujuan untuk mengetahui bagaimana representasi pria metroseksual terjadi di dalam musik video Seventeen yang berjudul ‘Thanks’. Untuk dapat melakukan analisis tersebut penulis melakukan penelitian dengan menganalisa cuplikan-cuplikan yang ada di dalam musik video terebut, oleh karena itu dalam penelitian ini penulis memilih menggunakan metode penelitian kuaitatif. Teknik penelitian ini menggunakan teori analisis semiotika Roland Barthes yang melihat tanda sebagai denotasi dan konotasi. Dengan teknik pengumpulan data dengan menggunakan teknik observasi. Teknik observasi yang dimaksud dengan penulis adalah dengan melakukan kegiatan pengamatan yang dilakukan penulis terhadap musik video Seventeen yang berjudul “Thanks”. Penulis menyaksikan secara detail untuk menangkap peristiwa atau tanda yang terkait dengan topik analisis. Dari hasil pengamatan yang penulis lakukan,narasi peristiwa dan cuplikan adegan memperlihatkan jelas mengenai unsur representasi pria metroseksual yang terlihat dari pakian, riasan, aksesoris, dan tatadan rambut yang digunakan dalam musik video tersebut yang didukung oleh teori gender yang dikaitkan dengan karakteristik dari analisis semiotika Roland Barthes, sehingga penelitian yang dilakukan memperoleh hasil yang memperkuat hipotesis dari penulis.

scholarly journals Semiotics Analysis in The Betawi Traditional Wedding "Palang Pintu": The Study of Semiotics Roland Barthes

2022 ◽  
Vol 2 (1) ◽  
pp. 01-07
Author(s):  
Iskandarsyah Siregar
Keyword(s):  
Qualitative Research ◽  
Roland Barthes ◽  
Interpretive Research ◽  
Spiritual Values ◽  
Semiotic Analysis ◽  
Family Ties ◽  
Traditional Art ◽  
Linguistic Research ◽  
Interpretive Approach ◽  
Wedding Ceremony

The Palang Pintu tradition is a tradition that is part of the Betawi wedding ceremony. In this study, the semiotic analysis of Roland Barthes was used. This study uses extra-qualitative research methods with an interpretive approach as a complement. This linguistic research is classified as interpretive research because it relies on interpreting texts that can be related to the context in it, such as ideological, moral, cultural, and spiritual values. In this study, the researcher aimed to analyze the meaning of the Palang Pintu procession in terms of semiotics. From the results of the study, it can be concluded that in Palang Pintu, there are 1) meanings of denotation in the procession of the Palang Pintu, processions are starting from the dustur prayer, greetings, rhyme contests, fighting, and reciting the holy verses of the Koran or chanting sike. In the denotative meaning of this Palang Pintu process, apart from explaining the literal meaning and describing the process. It also describes the stages of testing for the groom to marry his bride; 2) the connotation meaning in the Palang Pintu procession describes the practice of the teachings and laws of Islam and love for the Prophet Muhammad SAW and family ties; and 3) the myth in the Palang Pintu procession is that there are Betawi solid community principles, namely recitation, prayer, and silat. In addition, the dominance of solid Islamic teachings is evidenced by the existence of relevant verses of the Koran and hadith and the content of Betawi cultures, such as rhyming, where rhymes are used to advise on traditional art ceremonies.

scholarly journals Representation of Gossip Culture in the ˋˋTilik'' Short Movie on YouTube

2021 ◽  
pp. 186-193
Author(s):  
Rieka Mustika ◽  
Lidya Agustina
Keyword(s):  
Public Education ◽  
Qualitative Method ◽  
Body Language ◽  
Roland Barthes ◽  
Short Film ◽  
Main Character ◽  
Semiotic Analysis ◽  
The Social ◽  
Group Members

“Tilik” is the title of a short film that tells the social reality of everyday life in Javanese society. This film received a lot of attention and appreciation, and was watched by millions of viewers on YouTube. Throughout the film, the contents of the story are dominated by gossip activities. This research aimed to describe the representation of gossip displayed in the movie “Tilik” and to reveal the function of gossip. Foster’s study suggests four primary gossip functions: information, entertainment, friendship and influence. Descriptive qualitative method were used and the results were analysed using semiotic analysis by Roland Barthes. The results indicate that gossip activities in the film “Tilik” display, among other things, the function of information. This can be seen when the group that wants to meet up in the truck shared a story discussing gossip about Dian’s character. Second, the entertainment function is also seen when talking about gossip: they are listening, enjoying and laughing. Furthermore, the friendship function can be seen in the sharing norms of in-group members. Finally, the role of influence can be seen from the main character, namely Mrs. Tejo, with her body language trying to convince and lead the opinions of group members. Yu Ning’s character became an outsider because she disagreed with the sentiment. The message conveyed in this film is that people must start using technology and keep up with the changes. This film also describes the hoax phenomenon in society, where information that is conveyed is sometimes not true. So public education is needed to confirm the truth of the information circulating on social media. Keywords: film, gossip, representation

scholarly journals ANALISIS METODE DAKWAH DALAM FILM AYAT-AYAT CINTA 2

2020 ◽  
Vol 12 (1) ◽  
pp. 67-73
Author(s):  
Abdul Wahab ◽  
Nurul 'Ainin Nafi'ah
Keyword(s):  
Qualitative Research ◽  
Data Collection ◽  
Roland Barthes ◽  
Analysis Method ◽  
Semiotic Analysis ◽  
Data Collection Technique ◽  
Genre Film

Ayat-Ayat Cinta 2 the movie is a continuation of the previous film, Ayat-Ayat Cinta. This religious genre film is an adaptation of a novel by Habiburrahman El Shirazy with the same title. This research was conducted to examine the Analysis of Da'wah Method conducted by Fahri in Ayat-Ayat Cinta 2 the movie. This study uses a type of qualitative research with Roland Barthes's semiotic analysis method that examines the meaning of denotation, connotation and myth. The data collection technique used is documentation by analyzing scenes and dialogs on film scene footage. From the results of this study, it was found that the method of da'wah in Ayat-Ayat Cinta 2 the movie is the method of bil hikmah, bil mauidzah hasanah, mujadalah and exemplary (demonstration). The dominant method of da'wah is the da'wah method of wisdom and example (demonstration). Keywords : Method of Da'wah, Movie, Roland Barthes's Semiotic Film Ayat-ayat Cinta 2 merupakan kelanjutan dari film sebelumnya, Ayat-ayat Cinta. Film yang bergenre religi ini merupakan film adaptasi dari novel karya Habiburrahman El Shirazy dengan judul yang sama. Penelitian ini dilakukan untuk menelaah tentang Analisis Metode Dakwah yang dilakukan oleh Fahri dalam Film Ayat-Ayat Cinta 2. Penelitian ini menggunakan jenis penelitian kualitatif dengan metode analisis semiotik Roland Barthes yang mengkaji makna denotasi, konotasi dan mitos. Teknik pengumpulan data yang digunakan yaitu dokumentasi dengan cara menganalisa adegan dan dialog pada cuplikan scene film. Dari hasil penelitian ini, ditemukan bahwa metode dakwah dalam film Ayat-ayat Cinta 2 yaitu metode bil hikmah, bil mauidzah hasanah, mujadalah dan keteladanan (demonstrasion). Adapun metode dakwah yang dominan adalah metode dakwah bil hikmah dan keteladanan (demonstrasion). Kata Kunci : Metode Dakwah, Film, Semiotik Roland Barthes

scholarly journals Standar Kecantikan Perempuan Berhijab dalam Iklan Televisi (Analisa Semiotika Iklan Wardah Versi Feel The Beauty)

Prologia ◽  
2020 ◽  
Vol 4 (1) ◽  
pp. 209
Author(s):  
Christinawati Christinawati ◽  
Ahmad Junaidi
Keyword(s):  
Qualitative Research ◽  
Social Media ◽  
Mass Media ◽  
Social Construction ◽  
Mass Communication ◽  
Television Advertising ◽  
Roland Barthes ◽  
Semiotic Analysis ◽  
Television Commercials ◽  
Media Construction

This research is to provide knowledge and insight to the reader.  This research is about the standard of hijab women's beauty in television commercials (Semiotic analysis to Wardah version of  Feel The Beauty).  The thing to be discussed is the message to be conveyed through the advertisement by asking Wardah.  Received  responses from Wardah users in Jakarta.  The beauty standard of social media construction is television through advertisement shows.  The theory used in this study, namely beauty, mass media, television advertising as mass communication and social construction of advertising in mass media.  This research is a descriptive qualitative research, interpreting sign through  semiotic analysis with Roland Barthes theory by using denotation, connotation and myth.  Conduct  interviews with Wardah and women who use Wardah products.  The results showed that the woman's beauty standards not only from outside, including from within yourself.  The women placed in the advertisements also seem to fit the message that they want to convey. Penelitian ini bertujuan untuk memberi pengetahuan dan wawasan kepada pembaca. Penelitian ini tentang standar kecantikan perempuan berhijab dalam iklan televisi (Analisis semiotika iklan Wardah versi Feel The Beauty). Hal yang ingin dibahas yaitu, pesan yang ingin disampaikan melalui iklan tersebut dengan bertanya kepada pihak Wardah. Mendapat tanggapan tentang iklan tersebut dari pengguna pihak Wardah yang berada di Jakarta. Adanya standar kecantikan dari konstruksi sosial media yaitu televisi melalui tayangan iklan. Teori yang dipakai dalam penelitian ini, yaitu kecantikan, media massa, iklan televisi sebagai komunikasi massa dan konstruksi sosial iklan dalam media massa. Penelitian ini merupakan penelitian kualitatif deskriptif, memaknai tanda melalui analisis semiotika dengan teori Roland Barthes dengan menggunakan denotasi, konotasi dan mitos. Melakukan wawancara mendalam dengan pihak Wardah dan perempuan yang menggunakan produk Wardah. Hasil penelitian menunjukkan bahwa standar kecantikan perempuan itu tidak hanya dari luar saja termasuk dari dalam diri. Perempuan yang berada di dalam iklan pun terlihat sesuai dengan pesan yang ingin disampaikan.

scholarly journals ANALISIS SEMIOTIK DALAM CERPEN “TAK ADA YANG GILA DI KOTA INI”

2021 ◽  
Vol 25 (2) ◽  
pp. 78-88
Author(s):  
Hani Latifah
Keyword(s):  
Qualitative Research ◽  
Short Story ◽  
Research Method ◽  
Roland Barthes ◽  
Note Taking ◽  
Semiotic Analysis ◽  
Qualitative Research Method ◽  
Cultural Codes ◽  
Symbolic Code ◽  
Action Code

Karya-karya sastra umumnya memiliki tanda atau simbol yang merepresentasikan makna tertentu yang perlu dipecahkan. Artikel ini bertujuan untuk memaparkan telaah kode-kode yang terdapat dalam cerpen “Tak Ada yang Gila di Kota Ini” karya Eka Kurniawan dengan menggunakan analisis semiotik yang dikemukakan oleh Roland Barthes yang mencakup beberapa sistem kode yaitu kode aksi, kode teka-teki, kode budaya, kode konotatif, dan kode simbolik. Metode yang digunakan dalam penelitian ini adalah metode penelitian deskriptif kualitatif. Data diperoleh dengan mengaplikasikan teknik baca dan catat. Data berupa, kata, frasa, klausa, dan atau kalimat. Hasil analisis menunjukkan bahwa kelima kode digunakan dalam cerpen diatas. Ada delapan bagian yang merepresentasikan kode aksi. Sementara itu, kode teka-teki digunakan untuk menggambarkan salah satu tokoh. Kode budaya digunakan untuk menggambarkan nilai-nilai yang dianut dan dipercayai para tokoh dalam cerpen. Dan dua kode terakhir yaitu kode konotatif dan simbolik, merupakan dua kode yang saling melengkapi satu sama lain, dimana kode konotatif menyiratkan suatu makna tertentu yang kemudian di di dalam novel tersebut direpresentasikan dalam bentuk symbol-simbol. A SEMIOTIC ANALYSIS OF THE SHORT STORY ENTITLED “NOTHING IS CRAZY IN THIS CITY”Literary works generally decode signs or symbols that represent certain meanings which need to be interpretated. This study reported the analysis of codes contained in the short story entitled “Nothing is Crazy in This City” written by Eka Kurniawan using a semiotic analysis proposed by Roland Barthes which comprised several code systems, namely code of action, code of puzzle, code of culture, connotative code, and symbolic code. The method used in this research was descriptive qualitative research method. The data were obtained by applying reading and note-taking techniques. Data were in the form of words, phrases, clauses, and or sentences. The analysis results showed that the five codes were all used in the short story. Within the story code of actions could be found in eight sections. Meanwhile, a puzzle code was used to describe one of the characters. Cultural codes were used to describe the values upheld and believed by the characters. Lastly, the connotative and symbolic codes were the two codes that complemented each other. The connotative codes implied certain meanings which were then represented in the form of symbols within the short story.

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