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All Journal Jurnal Teknik Sipil LiNGUA: Jurnal Ilmu Bahasa dan Sastra EDULITE: Journal of English Education, Literature and Culture Language Literacy: Journal of Linguistics, Literature, and Language Teaching BASIS (BAHASA DAN SASTRA INGGRIS) Linguistics and Elt Journal NOTION: Journal of Linguistics, Literature, and Culture PANYONARA: Journal of English Education Modality Journal: International Journal of Linguistics and Literature Wacana: Journal of the Humanities of Indonesia Metathesis: Journal of English Language, Literature, and Teaching Disastra: Jurnal Pendidikan Bahasa dan Sastra Indonesia
Kurniawan, Muhammad Hafiz
Unknown Affiliation
Arts Humanities Civil Engineering, Building, Construction & Architecture Education Languange, Linguistic, Communication & Media Library & Information Science Social Sciences

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POSTFEMINISM CONCEPT IN LUX INDONESIA “LUX BERANI CANTIK 30” ADVERTISEMENT: A MULTIMODAL CRITICAL DISCOURSE ANALYSIS Hanifah, Owyana Nur; Kurniawan, Muhammad Hafiz; Farida, Hana; Atmantika, Zanuwar Hakim
LiNGUA: Jurnal Ilmu Bahasa dan Sastra Vol 18, No 2 (2023): LiNGUA
Publisher : Laboratorium Informasi & Publikasi Fakultas Humaniora UIN Maulana Malik Ibrahim Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18860/ling.v18i2.23179

Abstract

Advertisement does not only promote products but also conveys a message behind the promotion. One of the current trending concepts is femvertising. The initial purpose of femvertising is to fill the concept of advertising that uses pro-female talent, words, and images to empower women and girls. As a result, advertising has attracted more consumers and evolved into a movement aimed at selling more items to women rather than a genuine subversion and changing gender stereotypes. Lux is also one of the brands indicated to use the advertising concept, as in its advertisement "LUX Berani Cantik 30" (LUX Dare to be Beautiful 30). Following the advertising concept, this research explores how LUX represents feminist elements in its advertisement using the Multimodal Critical Discourse Analysis (MCDA) theory by Machin and Mayr (2012) and a descriptive qualitative approach. The findings demonstrate that lexical and visual multi modal aspects indicate the interrelation of meaning between interconnected aspects. The resulting meaning in Lux ads reflects the interpretation of feminine women who dare to express their beauty in front of the public.
Ideologi JPNN.com dan Merdeka.com dalam Wacana Putusan Mahkamah Konstitusi tentang UU Cipta Kerja Nomor 11 Tahun 2020 Ahmadi F, Yusep; Kurniawan, Muhammad Hafiz; Kusumawardhani, Paramita
DISASTRA: PENDIDIKAN BAHASA DAN SASTRA INDONESIA Vol 4, No 2 (2022): JULI
Publisher : Universitas Islam Negeri Fatmawati Sukarno Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29300/disastra.v4i2.3189

Abstract

Penelitian in dilatarbelakangi oleh polemik  UU Cipta kerja. Banyak pihak yang pro dan kontra terhadap UU Cipta kerja ini. Berkaitan dengan itu, penelitian ini bertujuan untuk mendeskripsikan ideologi dan keberpihkan media JPNN.com dan Merdeka.com berkaitan dengan wacana putusan Mahkamah Konstitusi atas hasil uji formil Undang-Undang Cipta Kerja Nomor 11 tahun 2020. Metode penelitian yang digunakan adalah deskriptif kualitatif dengan pendekatan Analisis Wacana Kritis AWK model van Dijk terutama yang menyoal analisis ideologi. Hasil penelitian menunjukkan bahwa JPNN.com secara ideologis memihak kepada putusan MK dan MK, sedangkan Merdeka.com sebaliknya cenderung memihak kepada  UU Cipta kerja dan  Pemerintah. Hal itu dibuktikan dengan bukti-bukti kebahasaan seperti  kata Couterfactual,   Leksikalisasi,  Hiperbola,  Evidenthiality-authority,   Negative Other-representation - Number game, Presuposisi,  dan Kategorisasi yang digunakan JPNN.com dan Merdeka.com dalam merepresentasikan putusan MK, MK, UU Cipta Kerja, dan Pemerintah secara berbeda-beda.
Shaping The Image of Muslim Women in Buttonscarves Advertisement: A Multimodal Discourse Analysis Ul'ya, Nelly Yulfa; Kurniawan, Muhammad Hafiz
Linguistics and ELT Journal Vol 13, No 2 (2025): Desember
Publisher : Universitas Muhammadiyah Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31764/leltj.v13i2.35643

Abstract

This study examines the multimodal construction of Muslim women's image in Buttonscarves ads, drawing on both verbal and visual components. Four official Buttonscarves campaign videos comprise the study data. The verbal mode was examined using Halliday's (2014) Systemic Functional Linguistics theory, while the visual mode was investigated using Machin & Mayr's (2012) Multimodal Critical Discourse Analysis method. While the verbal analysis addressed mood, modality, polarity, temporal deixis, and speech function, the visual analysis concentrated on salience, color, attributes, background, size, and tone. The findings demonstrate how the hijab and the figures of women are visually portrayed through aspirational metropolitan settings, warm, vibrant colors, upscale, high salience, and semi-formal apparel attributes. Modern Muslim women are portrayed as elegant, independent, professional, and of high social standing. In verbal communication, the prevalence of declarative mood, positive polarity, and the absence of imperative and interrogative forms suggest an affirmative communication style that does not allow for compromise. This multimodal result demonstrates the existence of a consumerist ideology of femininity grounded in contemporary religion, which frames the hijab as a sign of social class, lifestyle, and contemporary goals in addition to being a symbol of piety. Aspirational capitalism, spiritual capitalism, and religious postfeminism are all reflected in this portrayal, where empowerment is determined by style, consumerism, and visual performativity in accordance with market principles. According to this study, Buttonscarves' commercials not only offer goods but also create an ideology that balances consumerism, modernity, and spirituality in the representation of modern Muslim women. This article contributes to multimodal critical discourse analysis by integrating MCDA and systemic functional linguistics to demonstrate how verbal and visual modes interact to construct ideological meanings in premium hijab advertising. This domain remains largely underexamined in contemporary discourse studies.
Co-Authors Ahmadi F, Yusep Ajar Pradika Ananta Tur Arini Sabrina, Arini Atmantika, Zanuwar Hakim Azza Naila, Suriya Fajari, Alifia Salsabila Farahsani, Yashinta Farhanita, Farhanita Farida, Hana Hanifah, Owyana Nur Ida Puspita Maftukhin Muninggar, Afifah Retno Noor, Azelin Mohamed Nugroho, Yusri Estu Paramita Kusumawardhani Purwanto, Atmi Maharani Puspasari, Wikandari Marselina Ramadhan, Wahyu Uli Afriqur Safitri, Nabila Cahya Sari, Agnes Indriani Situmeang, Anleny Soeharto Soeharto Somae, Erik Tauvani Stefanus Barlian Soeryamassoeka Sudana, Dadang teni hadiyani Ul'ya, Nelly Yulfa Ulaya Ahdiani Umar Umar Wawan Gunawan Widhianto, Anom Wiwiek Afifah