scholarly journals Girl power! Femvertising jako nowy trend w komunikacji marketingowej. Analiza zjawiska na podstawie wybranych kampanii

2018 ◽  
Vol 8 ◽  
pp. 157-170
Author(s):  
Joanna Paszek
Keyword(s):  
Third Wave ◽  
Social Changes ◽  
Semiotic Analysis ◽  
Girl Power ◽  
The Social ◽  
Self Development ◽  
New Type ◽  
Litmus Paper ◽  
Communications Analysis ◽  
Marketing Messages

Girl power! Femvertising as a new trend in marketing communications. Analysis based on selected campaignsBrands are a litmus paper of cultural and social changes that happen all around us. Not only must they follow the trends, they have to create them and adapt their personality and identity accordingly. One of vital questions are growing ambitions of women — and with them a frustration that has arisen from facing a reality full of limiting stereotypes. Third-wave feminism grows stronger and marketing, inherent in the social reality, forecasts new tendencies and proposes a new type of message. That’s how the femvertising was born — marketing communication aimed at women, which presents them as separate from stereotyped social roles. It focuses on real problems women face when trying to pursue self-development. The article presents the results of semiotic analysis of marketing messages of brands: Dove and Always, based on a model which allows to analyze the message on the several interconnected levels of meaning. The purpose of this text is to verify what image of the world and the feminity results from the femvertising type of communication, and what challenges the femvertising faces as a fairly new type of communication. 

scholarly journals Local Wisdom and Social Change (Roland Barthes' Semiotic Analysis in Advertisement "The Light of Aceh")

2021 ◽  
Vol 16 (1) ◽  
pp. 15-26
Author(s):  
Rafiqah Yusna Siregar
Keyword(s):  
Social Change ◽  
Qualitative Methods ◽  
Roland Barthes ◽  
Social Changes ◽  
Ordinary Sense ◽  
Semiotic Analysis ◽  
The Social ◽  
Tv Commercial ◽  
Traditional Stories

This research focuses on answering how Acehnese local wisdom is represented and sees social changes in the community through advertising media. Using Roland Barthes' semiotic analysis to find the meaning of denotation, connotation, and myths in TV commercial "The Light of Aceh", this research employs the constructivism paradigm with qualitative methods. The denotation falls in several objects, such as a traditional house Rumoh Aceh as a place for Acehnese people to live, the customs to honor guests and eat together with them as a symbol of friendship between communities, and the Pacu Kude tradition. The connotation of the local wisdom object has been cultured and become the community's identity, then displayed in the advertisement as the result of the construction of the existing reality. This construction is interpreted as a myth that does not necessarily refer to mythology in the ordinary sense. It is traditional stories, legends, et cetera, but rather an explanation of messages with a connotative dimension. The myths found in the advertisements show the social changes taking place in Acehnese society.   Fokus penelitian ini adalah menjawab bagaimana kearifan lokal Aceh direpresentasikan dan melihat perubahan sosial yang terjadi di masyarakat melalui media iklan. Dengan menggunakan analisis semiotik Roland Barthes untuk menemukan makna denotasi, konotasi, dan mitos dalam iklan TV “The Light of Aceh”, penelitian ini menggunakan paradigma konstruktivisme dengan metode kualitatif. Makna denotasi terdapat pada beberapa objek, seperti rumah adat Rumoh Aceh sebagai tempat tinggal masyarakat Aceh, adat istiadat untuk menghormati tamu dan makan bersama sebagai simbol persahabatan antar masyarakat, serta tradisi Pacu Kude. Objek kearifan local yang berkonotasi telah membudaya dan menjadi identitas masyarakat, kemudian ditampilkan dalam iklan tersebut sebagai hasil konstruksi dari realitas yang ada. Konstruksi ini dimaknai sebagai mitos yang tidak serta merta mengacu pada mitologi dalam pengertian biasa. Ini adalah cerita tradisional, legenda, dan sebagainya, tetapi lebih merupakan penjelasan tentang pesan dengan dimensi konotatif. Mitos yang ditemukan dalam iklan tersebut menunjukkan perubahan sosial yang terjadi pada masyarakat Aceh.

scholarly journals The Representation of Social Changes in Indonesian Muslim Society: A Semiotic Analysis of ‘Ketika Mas Gagah Pergi’

2021 ◽  
Vol 37 (2) ◽  
pp. 68-82
Author(s):  
Muh. Bahruddin ◽  
◽  
Ibnu Hamad ◽  
Pinckey Triputra ◽  
◽  
...  
Keyword(s):  
Social Order ◽  
Islamic Law ◽  
Structuration Theory ◽  
Social Changes ◽  
Semiotic Analysis ◽  
Religious Music ◽  
Muslim Society ◽  
The Social ◽  
Islamic Religion ◽  
Depth Interviews

This research investigates the social changes concerning Islam's revitalisation, which was constructed by the movie Ketika Mas Gagah Pergi (KMGP). The research criticises structuration theory, which does not accommodate religion as part of social changes, especially in making new social changes. The researcher utilised semiotic logic by using the process of meaning or signification, which comprises signs or representation, object, and interpretant. The researcher also conducted in-depth interviews with filmmakers to understand the context from which the texts were produced. As a result, it was discovered that KMGP utilised signs to construct social changes through the act of wearing a veil, Islamic religious music, and the prohibition of shaking someone's hands which is not his/her mahram (legal spouse or guardian based on Islamic law), the separation of men and women in a wedding occasion, and other new rules which were previously not familiar in society. Nevertheless, to legitimise the new rules in these particular social practices, KMGP often used structure resources. For example, Gagah legitimated his action by referring to the tradition of Sundanese (one of the Indonesian tribes) to the prohibition of shaking a non-mahram’s hands. This is supported by hadith (speech, attitude, and behaviour of Prophet Muhammad) about this particular action. This movie also proved that the rules of Islamic religion became an important element that changed social order, especially in Indonesia. Keywords: Movie, Indonesian Muslim Society, social changes, structuration, representation.

When the Periphery Becomes the Center: New Trends in Contemporary Brazilian Fiction

2021 ◽  
Vol 5 (2) ◽  
pp. 065-073
Author(s):  
Xing Fan ◽  
Keyword(s):  
Social Problems ◽  
Social Issues ◽  
Contemporary Literature ◽  
The Other ◽  
Right Wing ◽  
Social Changes ◽  
Brazilian Literature ◽  
Other Hand ◽  
The Social ◽  
New Type

Contemporary literature has always been a dynamic arena for reflecting on and discussing a country’s social changes. With the worsening of social problems and the resurgence of right-wing forces in Brazil in the last decade, literature has endured a series of crises, but it has also found new opportunities. The “marginal writers” who attracted attention at the beginning of the century have gradually moved to the center of Brazilian literature. Aside from denouncing the social problems that exist in the periphery, such as violence, discrimination and poverty, they now pay more attention to the inner feelings of the vulnerable. On the other hand, writers who are known for their psychological descriptions have also begun to explore social issues, often maintaining the subjective perspectives of their characters. This essay argues that the merging of the marginal with the center and of collectivity with subjectivity implies the advent of a new type of narrative in contemporary Brazilian literature.

Thèmes et variations Réflexions stylistiques sur l’itinéraire d’Égérie

2020 ◽  
Vol 59 (1-4) ◽  
pp. 611-621
Author(s):  
Sára Horváthy
Keyword(s):  
Social Changes ◽  
The South ◽  
Hidden Information ◽  
The Bible ◽  
The Social

SummaryEgeria, a 4th century pious woman from the south of present-day Spain, retold, after visiting Palestine with the Bible in hand, her observations to her sisters. If the linguistic aspects of her letters are quite well-known, much less is known about its stylistic value, inappropriately called “simple”.What seems to be boringly the same again and again, is in fact a constantly renewed and perfectly mastered “variation on a theme”, just as in a well-composed piece of music. Her apparent objectivity is indeed a wish to focus on what she considers the most important, namely to tell her community, as closely to reality as possible, what she observed during her pilgrimage. However, Egeria’s latin is also a testimony of the christian lexicon in construction and of the social changes that were in progress by that time.Linguistics and stylistics work together here, the choice of a word or a grammatical formula reveals hidden information about the proper style of an author who, despite her supposed objectivity, had real personal purposes.

MYTHOLOGIZING YORUBA ORATURE: LOBOTO MIZING SWIVELLED PULSES OF LAUGHTER IN NIYI OSUNDARE’S WAITING LAUGHTERS AND REMI RAJI’S A HARVEST OF LAUGHTERS

Imbizo ◽  
2017 ◽  
Vol 6 (2) ◽  
pp. 22-42
Author(s):  
Niyi Akingbe
Keyword(s):  
Seasonal Variations ◽  
Agricultural Production ◽  
Oral Tradition ◽  
Literary Work ◽  
Oral Poetry ◽  
Social Changes ◽  
Oral Performance ◽  
The Social ◽  
Momentary Happiness ◽  
Political Turmoil

Every literary work emerges from the particular alternatives of its time. This is ostensibly reflected in the attempted innovative renderings of these alternatives in the poetry of contemporary Nigerian poets of Yoruba extraction. Discernible in the poetry of Niyi Osundare and Remi Raji is the shaping and ordering of the linguistic appurtenances of the Yoruba orature, which themselves are sublimely rooted in the proverbial, chants, anecdotes, songs and praises derived from the Yoruba oral poetry of Ijala, Orin Agbe, Ese Ifa, Rara, folklore as well as from other elements of oral performance. This engagement with the Yoruba oral tradition significantly permeates the poetics of Niyi Osundare’s Waiting laughters and Remi Raji’s A Harvest of Laughters. In these anthologies, both Osundare and Raji traverse the cliffs and valleys of the contemporary Nigerian milieu to distil the social changes rendered in the Yoruba proverbial, as well as its chants and verbal formulae, all of which mutate from momentary happiness into an enduring anomie grounded in seasonal variations in agricultural production, ruinous political turmoil, suspense and a harvest of unresolved, mysterious deaths. The article is primarily concerned with how the African oral tradition has been harnessed by Osundare and Raji to construct an avalanche of damning, peculiarly Nigerian, socio-political upheavals (which are essentially delineated by the signification of laughter/s) and display these in relation to the country’s variegated ecology.

Islamists between revolution and the state: an epilogue

2014 ◽  
Vol 7 (2) ◽  
pp. 283-298 ◽  
Author(s):  
Abdul Ghani Imad
Keyword(s):  
Political System ◽  
Arab World ◽  
The State ◽  
Social Needs ◽  
Political Actors ◽  
The Social ◽  
The Face ◽  
Heavy Burden ◽  
New Type ◽  
Political Realities

The problematic addressed in this article is the challenge initiated by the Arab revolutions to reform the Arab political system in such a way as to facilitate the incorporation of ‘democracy’ at the core of its structure. Given the profound repercussions, this issue has become the most serious matter facing the forces of change in the Arab world today; meanwhile, it forms the most prominent challenge and the most difficult test confronting Islamists. The Islamist phenomenon is not an alien implant that descended upon us from another planet beyond the social context or manifestations of history. Thus it cannot but be an expression of political, cultural, and social needs and crises. Over the years this phenomenon has presented, through its discourse, an ideological logic that falls within the context of ‘advocacy’; however, today Islamists find themselves in office, and in a new context that requires them to produce a new type of discourse that pertains to the context of a ‘state’. Political participation ‘tames’ ideology and pushes political actors to rationalize their discourse in the face of daily political realities and the necessity of achievement. The logic of advocacy differs from that of the state: in the case of advocacy, ideology represents an enriching asset, whereas in the case of the state, it constitutes a heavy burden. This is one reason why so much discourse exists within religious jurisprudence related to interest or necessity or balancing outcomes. This article forms an epilogue to the series of articles on religion and the state published in previous issues of this journal. It adopts the methodologies of ‘discourse analysis’ and ‘case studies’ in an attempt to examine the arguments presented by Islamists under pressure from the opposition. It analyses the experiences, and the constraints, that inhibit the production of a ‘model’, and monitors the development of the discourse, its structure, and transformations between advocacy, revolution and the state.

scholarly journals Music to My Ears: A Material-semiotic Analysis of Fetal Heart Sounds in Midwifery Prenatal Care

2021 ◽  
pp. 016224392110051
Author(s):  
Annekatrin Skeide
Keyword(s):  
Social Sciences ◽  
Prenatal Care ◽  
Fetal Heart ◽  
Well Being ◽  
Analytical Tool ◽  
Semiotic Analysis ◽  
Parental Love ◽  
The Social ◽  
Care Practices ◽  
The Aesthetic

Unlike sonographic examinations, sonic fetal heartbeat monitoring has received relatively little attention from scholars in the social sciences. Using the case of fetal heartbeat monitoring as part of midwifery prenatal care in Germany, this contribution introduces music as an analytical tool for exploring the aesthetic dimensions of obstetrical surveillance practices. Based on ethnographic stories, three orchestrations are compared in which three different instruments help audiences to listen to what becomes fetal heartbeat music and to qualify fetal and pregnant lives in relation to each other. In the Doppler-based orchestration, audible heartbeat music is taken as a sign of a child in need of parental love and care cultivated to listen. The Pinard horn makes esoteric fetal music that can be appreciated by the midwife as a skilled instrumentalist alone and helps to enact a child hidden in the belly. The cardiotocograph brings about soothing music and a reassuring relationship with a child but also durable scripts of juridical beauty. This material-semiotic analysis amplifies how well-being is shaped in midwifery prenatal care practices.

scholarly journals Changes in Value Orientations in Serbia, 2003–2018 . Patriarchy, Authoritarianism and Nationalism

Südosteuropa ◽  
2020 ◽  
Vol 68 (3) ◽  
pp. 408-431
Author(s):  
Irena Petrović ◽  
Marija Radoman
Keyword(s):  
Structural Changes ◽  
Empirical Studies ◽  
Value Orientations ◽  
The Other ◽  
Social Changes ◽  
Ethnic Nationalism ◽  
Political Situation ◽  
Other Hand ◽  
The Social ◽  
Private And Public

AbstractThe authors analyze the changes in value patterns—patriarchy, authoritarianism and nationalism—in Serbia in the context of the social changes that have marked the postsocialist transformation period. They focus on the extent and intensity of two sub-patterns within each of these three basic value patterns: private and public patriarchy, general and specific authoritarianism, organic (natural) and ethnic nationalism. The conclusions about changes in these value patterns are drawn on the basis of three empirical studies conducted in 2003, 2012, and 2018. They show the prevalence of private patriarchy, general authoritarianism, and organic (natural) nationalism over their counterparts. Private patriarchy has weakened, which is largely to be explained by the significant structural changes in Serbia. On the other hand, support of general authoritarianism and organic (natural) nationalism has been on the rise, which clearly mirrors the unfavorable economic and political situation in the country.

Instituting Europe: Germany, the Union, and the Legacy of the Short Century

2001 ◽  
Vol 19 (2) ◽  
pp. 1-21
Author(s):  
Michael Werz
Keyword(s):  
European Union ◽  
Democratic Legitimacy ◽  
Social Changes ◽  
The European Union ◽  
Institutional Reforms ◽  
Crucial Question ◽  
The Social ◽  
The Future ◽  
The Moment ◽  
Federal Structure

Recent debates about the future of the European Union have focusedin large part on institutional reforms, the deficit of democratic legitimacy,and the problem of economic and agrarian policies. As importantas these issues may be, the most crucial question at the momentis not whether Europe will prevail as a union of nations or as a thoroughlyintegrated federal structure. What is of much greater concernis the fact that political structures and their corresponding politicaldiscourses have lagged far behind the social changes occurring inEuropean societies. The pivotal transformation of 1989 has not beengrasped intellectually or politically, even though its results areincreasingly visible in both the east and west.

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