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All Journal Jurnal Kawistara : Jurnal Ilmiah Sosial dan Humaniora Jurnal Kawistara Komunikatif : Jurnal Ilmiah Komunikasi
Anastasia Yuni Widyaningrum
Communication Faculty Widya Mandala Catholic University Surabaya
Humanities Decision Sciences, Operations Research & Management Education Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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Hiperrealitas Makna Kesenangan dalam Iklan Bertema Gaya Hidup di Media Sosial Anastasia Yuni Widyaningrum; Yuli Nugraheni
Jurnal Kawistara Vol 11, No 2 (2021)
Publisher : Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/kawistara.v11i2.64401

Abstract

This study aims to reveal the meaning in the language used in pleasure-filled advertisements which are related to lifestyle. The concept of pleasure refers to hedonism which means prioritizing happiness and avoiding sadness or suffering. Ads about body care, travel and shopping are used as the subject of study. Using the analytical method of semiotic sign map of Charles Sanders Peirce, which consist of icons-indexes and symbols, this study analyzes the advertisements on Facebook and Istagram offering lifestyle from September through December 2020. Analysis is based on Baudrillard’s hyperreality and consumerism combined with the study of leisure time, hedonism and lifestyle. As the result, this research has identified terms used in verbal language of the advertisements i.e ‘lawan tanda penuaan’, ‘menyamarkan’, ‘mencerahkan’, ‘serasa’, ‘book now fly later’, ‘gajian’, ‘saatnya belanja’. Meanwhile, non-verbal signs consist of travel accommodation, lodging, blue sky, plants and temples in Bali. The analysis found that the advertising language leads to forgetting or getting away from real conditions and does not offer happiness itself. Pleasure capitalism is the heart of the advertisements offer. The conclusion of the research has shown that Semiotic sign system in the advertisements has became to maximize hyperreality. 
Hiperrealitas Makna Kesenangan dalam Iklan Bertema Gaya Hidup di Media Sosial Anastasia Yuni Widyaningrum; Yuli Nugraheni
Jurnal Kawistara Vol 11, No 2 (2021)
Publisher : Universitas Gadjah Mada

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22146/kawistara.v11i2.64401

Abstract

This study aims to reveal the meaning in the language used in pleasure-filled advertisements which are related to lifestyle. The concept of pleasure refers to hedonism which means prioritizing happiness and avoiding sadness or suffering. Ads about body care, travel and shopping are used as the subject of study. Using the analytical method of semiotic sign map of Charles Sanders Peirce, which consist of icons-indexes and symbols, this study analyzes the advertisements on Facebook and Istagram offering lifestyle from September through December 2020. Analysis is based on Baudrillard’s hyperreality and consumerism combined with the study of leisure time, hedonism and lifestyle. As the result, this research has identified terms used in verbal language of the advertisements i.e ‘lawan tanda penuaan’, ‘menyamarkan’, ‘mencerahkan’, ‘serasa’, ‘book now fly later’, ‘gajian’, ‘saatnya belanja’. Meanwhile, non-verbal signs consist of travel accommodation, lodging, blue sky, plants and temples in Bali. The analysis found that the advertising language leads to forgetting or getting away from real conditions and does not offer happiness itself. Pleasure capitalism is the heart of the advertisements offer. The conclusion of the research has shown that Semiotic sign system in the advertisements has became to maximize hyperreality. 
Relasi Kuasa Dalam Harmoni Budaya Jawa Tegar Makmur; Anastasia Yuni Widyaningrum
KOMUNIKATIF : Jurnal Ilmiah Komunikasi Vol. 8 No. 2 (2019)
Publisher : Fakultas Ilmu Komunikasi UKWMS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33508/jk.v8i2.2286

Abstract

Tujuan penelitian ini adalah mengeksplorasi konsep relasi kuasa dalam video klip lagu Teman Hidup oleh penyanyi Tulus. Menjadi menarik ketika budaya popular merepresentasikannya dalam karya video klip lagu Teman Hidup oleh penyanyi Tulus. Konsep-konsep yang digunakan dalam penelitian selain pemahaman akan budaya Jawa Yogyakarta khususnya kehidupan abdi dalem Keraton Yogyakarta, penelitian ini juga menggunakan pemikiran Stuart Hall terutama bagaimana media merepresentasikan kehidupan social yang seolah tampak wajar dan penuh harmoni. Selain itu juga konsep-konsep dalam cultural studies seperti hegemoni, ideologI patriarki, dan relasi kuasa. Menggunakan metode Semiotik Roland Barthes untuk dapat membongkar ideologi yang tersemat dalam subjek penelitian. Hasil penelitian menunjukkan bahwa dalam video klip Teman Hidup ada relasi kuasa yang tersemat dalam video klip yang secara denotatif menampilkan harmonisasi budaya Jawa. Maka, budaya popular semakin mengukuhkan relasi kuasa dalam masyarakat dalam budaya Jawa.
Co-Authors Tegar Makmur Yuli Nugraheni