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All Journal Channel : Jurnal Komunikasi Nomosleca Jurnal Representamen Expose: Jurnal Ilmu Komunikasi Wacana: Jurnal Ilmiah Ilmu Komunikasi Semiotika: Jurnal Komunikasi Jurnal Penelitian Sosial Ilmu Komunikasi Communicology: Jurnal Ilmu Komunikasi Journal of Media and Communication Science (JcommSci) Tuturlogi: Journal of Southeast Asian Communication Al-Hikmah Media Dakwah, Komunikasi, Sosial dan Kebudayaan GUYUB: Journal of Community Engagement Scriptura : Jurnal Ilmiah Jurnal Indonesia Sosial Teknologi Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL)
Afriani, Anindita Lintangdesi
Universitas Pembangunan Nasional Veteran Jakarta
Religion Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mechanical Engineering Social Sciences Other

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Journal : Al-Hikmah Media Dakwah, Komunikasi, Sosial dan Kebudayaan

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Clash of Champions Pada Ruangguru: Mendefinisikan Ulang Makna Prestasi Melalui Analisis Wacana Norman Fairclough Wardani, Ayu; Afriani, Anindita Lintangdesi
Al-Hikmah Media Dakwah, Komunikasi, Sosial dan Kebudayaan Vol 15 No 2 (2024): Al-Hikmah Media Dakwah, Komunikasi, Sosial dan Kebudayaan (in progress)
Publisher : DEPARTEMENT OF COMMUNICATION AND ISLAMIC BROADCASTING STUDIES

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32505/hikmah.v15i2.10800

Abstract

This study discusses how the shifting meaning of achievement and the process of commodification is represented in the game show Clash of Champions organized by the technology-based education platform Ruangguru. Using Norman Fairclough's critical discourse analysis, this research explores the relationship between discursive, social, and textual practices within the show. The findings indicate that the competition positions achievement as a commodity aligned with global market needs, utilizing the accomplishments of finalist figures, such as Shakira and Axel, as marketing tools, in line with Mosco's framework of commodification. Critical discourse analysis also reveals that the meaning of achievement has shifted from being seen as the result of individual hard work to being perceived as excellence in specific fields, such as logic and mathematics, which hold market value. Moreover, the figure of runner-up Axel Giofanny reinforces the narrative that achievement is framed as success in obtaining scholarships and continuing education at prestigious universities abroad. This study contributes to understanding how technology-based education platforms reshape social values through the construction of competition and achievement discourse while reflecting the power of social structures in reproducing the ideology of global capitalism.
Clash of Champions Pada Ruangguru: Mendefinisikan Ulang Makna Prestasi Melalui Analisis Wacana Norman Fairclough Wardani, Ayu; Afriani, Anindita Lintangdesi
Al-Hikmah Media Dakwah, Komunikasi, Sosial dan Kebudayaan Vol 15 No 2 (2024): Al-Hikmah Media Dakwah, Komunikasi, Sosial dan Kebudayaan
Publisher : DEPARTEMENT OF COMMUNICATION AND ISLAMIC BROADCASTING STUDIES

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32505/hikmah.v15i2.10800

Abstract

This study discusses how the shifting meaning of achievement and the process of commodification is represented in the game show Clash of Champions organized by the technology-based education platform Ruangguru. Using Norman Fairclough's critical discourse analysis, this research explores the relationship between discursive, social, and textual practices within the show. The findings indicate that the competition positions achievement as a commodity aligned with global market needs, utilizing the accomplishments of finalist figures, such as Shakira and Axel, as marketing tools, in line with Mosco's framework of commodification. Critical discourse analysis also reveals that the meaning of achievement has shifted from being seen as the result of individual hard work to being perceived as excellence in specific fields, such as logic and mathematics, which hold market value. Moreover, the figure of runner-up Axel Giofanny reinforces the narrative that achievement is framed as success in obtaining scholarships and continuing education at prestigious universities abroad. This study contributes to understanding how technology-based education platforms reshape social values through the construction of competition and achievement discourse while reflecting the power of social structures in reproducing the ideology of global capitalism.
Co-Authors Afrania Annastri Afriadi Afriadi Afriadi Afriadi Arsad Idrus AYU WARDANI, AYU Azzahra, Bunga Dede Suprayitno Diputri, Adhinda Triana Dwi Indah Kinanti Ernungtyas, Niken Febrina Ernungtyas, Niken Febrina Fitria Ayuningtyas Gatot Sugih Budiono Guntur Freddy Prisanto Guntur Freddy Prisanto Irwansyah Irwansyah Irwansyah, Irwansyah Medo Maulianza Niken Febrina Ernungtyas Niken Febrina Ernungtyas Nur Asni Gani Nurfarah Nidatya Nuril Ashivah Misbah Prisanto, Guntur Freddy Prisanto, Guntur Freddy Putrawan Yuliandri Rahma, Adinda Namira Sahroni, Ahmad Susanto, Hendro