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All Journal Journey: Journal of English Language and Pedagogy
Hidayatullah Rizkyka Hartadhi, Syahiid
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Education Languange, Linguistic, Communication & Media

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A Semiotic Analysis of Social Critique in the “Mari Membaca” Music Video by Mesin Tempur, Based on Roland Barthes’s Theory Hidayatullah Rizkyka Hartadhi, Syahiid; Syam Maella, Nur'annafi Farni Syam Maella; Ahmadi, Ahmadi; Nurchaerani, Meiyanti
Journey: Journal of English Language and Pedagogy Vol. 8 No. 2 (2025): Journey: Journal of English Language and Pedagogy
Publisher : UIBU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33503/journey.v8i2.2340

Abstract

This qualitative-descriptive study analyzes the social critique represented in the music video “Mari Membaca” by the band Mesin Tempur. The research background lies in the role of music videos as an effective medium for conveying profound messages and the urgency of literacy issues in Indonesia. Using Roland Barthes’s semiotic framework, this study deconstructs how social critique is constructed through intertwined visual and linguistic signs. Primary data were collected through direct observation of the music video to identify denotative signs, followed by analysis through Barthes’s three levels of meaning: denotation (literal meaning), connotation (implied meaning), and myth (ideological meaning). The findings reveal that the video systematically constructs a myth of literacy as an act of resistance. Through a semiotic contradiction between the aggressive, anti-establishment connotations of the grindcore/metal genre and the positive, constructive message of “let’s read”, the video redefines reading as a form of rebellion against ignorance. The study also demonstrates how semiotic analysis can reveal ideological constructions in music video culture. In conclusion, the study finds that “Mari Membaca” redefines literacy as a symbolic act of resistance, transforming it from an academic issue into a cultural movement that calls for public awareness and action.
The Use of Arbitrary Signs in A-Mild Cigarette Advertising: A Ferdinand de Saussure Semiotic Study Meiyanti Nurchaerani; Pamungkas, Ario; Alfian; Hidayatullah Rizkyka Hartadhi, Syahiid
Journey: Journal of English Language and Pedagogy Vol. 8 No. 2 (2025): Journey: Journal of English Language and Pedagogy
Publisher : UIBU

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33503/journey.v8i2.2486

Abstract

This study examines the communication strategy used in the Sampoerna A-Mild cigarette advertisement “Solusi Lo, Masalah Buat Gue” within the context of Indonesia’s strict advertising regulations. Employing a qualitative descriptive approach and Ferdinand de Saussure’s semiotic framework, the research analyzes how visual and verbal signifiers such as urban heat, traffic congestion, and the motorcyclists’ actions are linked to signified meanings including frustration, pragmatism, and individual initiative. The findings show that these signs are intentionally connected through arbitrary associations that construct a narrative of resourcefulness and non-conformity. The slogan “Solusi Lo, Masalah Buat Gue” functions as the central linguistic element that unifies the advertisement’s sign system and contributes to an implied identity distinction between individuals who act creatively and those affected by such actions. The study highlights how the advertisement communicates brand identity indirectly, demonstrating how cigarette companies adapt meaning-making strategies to operate within regulatory constraints. These findings expand the understanding of semiotic mechanisms in regulated advertising and show how arbitrary sign-linking serves as a strategic tool for maintaining brand presence without explicit product depiction.
Co-Authors AHMADI Alfian Nurchaerani, Meiyanti Pamungkas, Ario Syam Maella, Nur'annafi Farni Syam Maella