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Visual And Metaphorical Representation In McDonald’s Singapore Advertisement Ditta Eka Rahmadani; Muhammad Hafiz Kurniawan
Metathesis: Journal of English Language, Literature, and Teaching Vol 5, No 1 (2021): Metathesis: Journal of English Language, Literature, and Teaching
Publisher : English Education Study Program, Faculty of Education and Teachers Training, Tidar Univer

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31002/metathesis.v5i1.3434

The raise of technology advanced the advertising platform, social media, as one of their ways of offering products that can reach wide audience around the world. This research aims to scrutinize the advertisement of McDonald’s Singapore Instagram account using social semiotic approach and pictorial metaphor theory. This research applied four steps of collecting and analysing 60 multimodal data 1) collecting the data in McDonald’s Singapore account, 2) observing the data, 3) taking data sample, and 4) transcribing and analysing the data. From the analysis, the result of this research shows that conceptual representation dominates the data by 39 data and it is followed by embedding and narrative representation by 19 and 2 data respectively. The compositional meaning was combined with the analysis of pictorial metaphor and the result shows that the non-metaphorical centre is more dominant that others by 15 data, and then it is followed by non-metaphorical tryphtic as many as 13 data, non-pictorial metaphor ideal-real by 8 data, pictorial metaphor tryphtic by 6 data and pictorial metaphor centre by 5 data, while the rest is pictorial metaphor given-new, non-pictorial metaphor given-new, pictorial metaphor ideal-real, and verbo-pictorial metaphor ideal-real by 5, 4, 2, and 2 data respectively.

How Close Are Western Cham Language and Bahasa Indonesia in their Structure? A Contrastive Study Math Safeat; Muhammad Hafiz Kurniawan
NOTION: Journal of Linguistics, Literature, and Culture Vol. 1 No. 1 (2019): NOTION: Journal of Linguistics, Literature, and Culture
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/notion.v1i1.711

Western Cham spoken in Cambodia is categorized as Malay-Polynesian under the West Malay Polynesian with the largest speakers compared to its sister, Eastern Cham spoken in Vietnam. The fallen kingdom of Champa in 1442 brought pervasive and massive change to this language both spoken and writing system. The language contact between these languages to the neighboring language makes these languages survive by adopting the phonotactics of neighboring languages. However, this change can be traced back to its family and this research aims to find and to describe the difference and similarity between Bahasa Indonesia and Cham language using contrastive analysis. This analysis is used to elaborate the phrase structure, and simple clause structure with different voices, negation, and the use of adverb already which has its unique application. This research, which was fully funded by PPSDK (Pusat Pengembangan Stategi Diplomasi dan Kebahasaan) under the Ministry of Education of Republic Indonesia and also supported by Universitas Ahmad Dahlan and Musa Asiah Foundation (YASMA), was conducted in four months in a Muslim private School in Krouch Chmar, Cambodia and has secondary aim to support the development of this language and to preserve it from language endangerment status, because of its limited use in social settings.

Analyzing Genre of Character-Describing Cards in ‘Clash Royale’ Android Game Muhammad Hafiz Kurniawan
NOTION: Journal of Linguistics, Literature, and Culture Vol. 2 No. 2 (2020): NOTION: Journal of Linguistics, Literature, and Culture
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/notion.v2i2.3162

Playing games is the most enjoyable activity for some teenagers. However, playing games nowadays can be considered both a wasting time activity because by playing games some of teenagers spend much time playing it and an addicting activity making the players anti-social persons because they tend to isolate them from their surroundings while playing. However, some android games can offer the good example as the learning materials for Discourse Analysis course. One of those is the game from Supercell ‘Clash Royale’ which is considered the famous games which game players mostly have ever played. The unique way of describing the game characters through the cards is the object of this analysis. The method of collecting the data of these games is by capturing the pictures of the Clash Royale games and other similar games using the screenshot feature which is available in smartphone. After capturing the pictures, they are transcribed into text and analyze them by comparing the way in describing the characters in the cards. The pictures are used to compare the structure of cards which are used to describe the game characters. The use of bending and blending genre which appear in describing the characters is used to arouse the humorous feeling among the game players without breaking the conventional structure of the genre.

A COGNITIVE STYLISTIC ANALYSIS OF THE GAME “LAUNCHA LIBRE” Muhammad Hafiz Kurniawan
IdeBahasa Vol 2 No 2 (2020): JURNAL IDEBAHASA VOL.2 NO. 2 DESEMBER 2020
Publisher : Asosiasi dosen IDEBAHASA KEPRI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37296/idebahasa.v2i2.45

Playing games are the common activities among teenagers nowadays, especially when smartphone becomes massive devices for every communication. Playing games on smartphone can be either a killing-time activity or a wasting time activity depends on the people who use that facility. However, games nowadays can be used for educational learning materials which make the students more engaged to the class. This analysis offers an insight to use the game as the one of materials in teaching linguistics. By analyzing the language use in the names of the game characters and the conceptual system of the game, this research can be brought into the linguistic class. This research not only focuses on the names of the game characters but also to the game’s conceptual system which is used to promote the Mexican culture. The research method uses the screenshot feature of smartphone to collect the data and then the data were analyzed using cognitive stylistics. The names of the characters are created mostly by using puns and the game conceptual system is built basically by using metonymy.

PERBANDINGAN PERIBAHASA BAHASA INDONESIA DAN BAHASA INGGRIS: KAJIAN SEMANTIK KOGNITIF Muhammad Hafiz Kurniawan
BASIS (Bahasa dan Sastra Inggris) Vol 5 No 2 (2018): JURNAL BASIS UPB
Publisher : Universitas Putera Batam

Bahasa merupakan media untuk berkomunikasi antar sesama manusia dan hal tersebut sering juga disebut sebagai fungsi bahasa sebagai fungsi ekspresif dan sosial yang tidak bisa dipisahkan. Kedua fungsi tersebut itulah lalu muncul keberagaman penggunaan bahasa yang salah satunya adalah penggunaan peribahasa untuk mengekspresikan sesuatu dalam percakapan sehari-hari yang terkait dengan fungsi sosial bahasa. Peribahasa yang merupakan salah satu artefak bahasa menunjukkan ciri budaya masyarakat pengguna peribahasa tersebut. Oleh karena itu, penilitian ini bertujuan untuk membandingkan dua peribahasa dari bahasa Inggris dan bahasa Indonesia untuk menganalisis unsur-unsur yang dipakai dalam kedua bahasa tersebut sehingga dapat diketahui ciri-ciri budaya dari bahasa Inggris dan bahasa Indoesia. Data yang diambil dari penelitian ini adalah data yang terdapat di kamus Oxford dan buku peribahasa Indonesia. Penelitian ini menggunakan model prisma yang dikembangkan oleh Geeraerts yang kemudian disederhanakan untuk mengenalisis metafora yang digunakan dalam peribahasa Indonesia dan Inggris. Hasil dari penilitian ini menunjukkan bahwa peribahasa mencerminkan budaya dari pengguna peribahasa tersebut.

THE CONCEPT OF ‘SUCCESSFUL COLLEGE STUDENT’ IN YOGYAKARTA PROTOTYPE SEMANTICS Muhammad Hafiz Kurniawan; Ulaya Ahdiani
BASIS (Bahasa dan Sastra Inggris) Vol 7 No 1 (2020): JURNAL BASIS UPB
Publisher : Universitas Putera Batam

Manipulation and even murder case done by student to the teacher shocked Indonesians. These unexpected phenomena happened in university – the place where the students achieve their dreams and the new knowledge to nourish their brains – because of the undergraduate thesis. Therefore, this research aimed to discover the concept of “successful college student” in the respondents’ mind. The respondents were 200 students majority from one of private universities and twodifferent universities in Yogyakarta for each method. This concept portrayed the ideal college student in their mind by revealing the most ideal and successful student, so the goal of the college students can be well-described. This research used free listing with limited time, 30 seconds as the first step of collecting the data and judging the illustration as the second one. The first method was used to create the criteria that should be included in the illustrations. Those illustrations were judged by the respondents using semantic scale, 1-7 to represent from failed to successful. The result of this research showed the gradation of member in the concept of “successful college student” was different in age, semester and discipline category but they shared common prototypical concept that the successful college student should have high GPA, be smart, diligent and religious, and should graduate on time.

HOW TEENAGERS PERCEIVE LANGUAGE AS A PART OF CULTURE: PROTOTYPE SEMANTIC APPROACH Muhammad Hafiz Kurniawan; Syihabuddin Syihabuddin
BASIS (Bahasa dan Sastra Inggris) Vol 8 No 2 (2021): JURNAL BASIS UPB
Publisher : Universitas Putera Batam

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33884/basisupb.v8i2.4481

Indonesia is known to have countless varieties of cultures because Indonesia consists of many tribes and languages. Bahasa Indonesia as the national language faces the new threat from the code mixing slang such as kids jaman now, mantap soul, unfaedah, and curigation which is so popular among the teenagers. This research aims to know the perspective of culture among the teenagers by using a semantic prototype which has a focus to know the grade of goodness. This semantic prototype in this research uses two methods in collecting the data, first is using free listing and the second is judging the examples of categorizations to evaluate which of the categories included as culture was positioned among others prototypically. The respondents of this research are 47 respondents for the first method and 52 respondents for the second method and their age range from 18-20 years old. The other questions are also asked to the respondents related to their knowledge about culture. The result of this research is that culture is seen to be something performable on stage such as traditional dance and costume, rites, and music and ironically language in this case is only in 6th position in the first method and 4th position in the second method. Although the position of language changes the acknowledgment of language as an integral part of culture is still low in number.

Ideologi JPNN.com dan Merdeka.com dalam Wacana Putusan Mahkamah Konstitusi tentang UU Cipta Kerja Nomor 11 Tahun 2020 Yusep Ahmadi F; Muhammad Hafiz Kurniawan; Paramita Kusumawardhani
DISASTRA: PENDIDIKAN BAHASA DAN SASTRA INDONESIA Vol 4, No 2 (2022): JULI
Publisher : IAIN Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29300/disastra.v4i2.6395

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.

Hot, fancy, and dangerous: The representation of female characters in three popular video games: Multimodal discourse analysis Muhammad Hafiz Kurniawan; Wawan Gunawan; Dadang Sudana
EduLite: Journal of English Education, Literature and Culture Vol 8, No 1 (2023): February 2023
Publisher : Universitas Islam Sultan Agung

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30659/e.8.1.135-153

A video game is one of the popular cultures that gained much popularity among teenagers and adults. However, with its popularity, it also has controversy where female characters in video games are frequently to satisfy a male fantasy. Therefore, this research aims to investigate the representation of female characters in three video games: Metal Gear Solid V: The Phantom Pain, Mark of The Ninja, and Naruto Shippuden: Ultimate Ninja Storm 4. This research aims to address how the representation of female characters also portrays that sexism in video games still lingers. This research applied multimodal discourse analysis inspired by Haliday’s Social Semiotics. This research also uses Kress and van Leeuwen’s techniques in analysing visual semiotic sources. This research used four steps of collecting and analysing data proposed by Bezemer and Jewitt collecting and logging data, viewing, sampling data, and transcribing and analysing data. In the collecting and logging data phase, this research collected recorded gameplay and videogame cut scene using Bandicam software and took notes from semiotic sources representing the female characters. Viewing and sampling data involved the viewing process in the recorded video and taking a sample of data from four female characters. After that, the researcher transcribes and analyses the data using a multimodal discourse analysis framework. This research found that those first lead female characters are represented by wearing tight and obscene attire but having skills in influencing the main character.

A semiotic study on lipstick L’oreal Paris product poster advertisement Eva Listiani; Muhammad Hafiz Kurniawan; Dadang Sudana
LITERA Vol 22, No 1: LITERA (MARCH 2023)
Publisher : Faculty of Languages, Arts, and Culture Universitas Negeri Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21831/ltr.v22i1.51715

Beauty products advertisements concern the scholars because they use the term women empowerment only to increase their profit without caring what happen to women struggle to defend their own rights in society. The third-wave feminism which more closely to define the beauty in diversity make scholars worried that this will misinterpret to prioritize male gaze rather than women empowerment. For this reason, this research aims to investigate the stereotype of women and how women empowerment were presented in L’Oreal Paris lipstick products advertised instagram. This research applies socio-pragmatic approach to semiotics because this study use social semiotics from Kress and van Leeuwen and pragmatism perspective from Peirce. The data of this research were collected from @lorealparis instagram posts which were related only on lipstick products. The data chosen purposively were collected and analyzed using four steps from Bezemer and Jewitt: collecting and logging, viewing, sampling, transcribing and analyzing. The result of this study shows that icon, index and symbol in the data represent women stereotypically as professional women, sexually powerful, and object of beauty which makes them looks equal and confidence regardless of their skin color and body size. This research also shows that @lorealparis lipstick product advertisement has empowered women to use their attractiveness as the power to conquer obstacles and injustice. Keywords: semiotic, advertisement poster, L'Oreal Paris lipstick products, women empowerment Studi semiotik tentang iklan poster produk lipstik L'Oreal Paris AbstrakIklan produk kecantikan menjadi perhatian para sarjana karena mereka menggunakan istilah pemberdayaan wanita hanya untuk meningkatkan keuntungan mereka tanpa peduli apa yang terjadi pada perjuangan wanita dalam membela hak-hak mereka dalam masyarakat. Feminisme gelombang ketiga yang lebih dekat dengan menentukan kecantikan dalam keragaman membuat para sarjana khawatir bahwa ini akan salah diartikan untuk mengutamakan pandangan laki-laki daripada pemberdayaan wanita. Untuk alasan ini, penelitian ini bertujuan untuk menyelidiki stereotip wanita dan bagaimana pemberdayaan wanita disajikan dalam iklan produk lipstik L'Oreal Paris yang dipasarkan di Instagram. Penelitian ini menggunakan pendekatan sosio-pragmatik terhadap semiotika karena penelitian ini menggunakan semiotika sosial dari Kress dan van Leeuwen serta perspektif pragmatisme dari Peirce. Data penelitian ini dikumpulkan dari postingan Instagram @lorealparis yang hanya berhubungan dengan produk lipstik. Data yang dipilih dengan sengaja dikumpulkan dan dianalisis menggunakan empat langkah dari Bezemer dan Jewitt: pengumpulan dan pencatatan, melihat, pengambilan sampel, transkripsi, dan analisis. Hasil dari penelitian ini menunjukkan bahwa ikon, indeks, dan simbol dalam data secara stereotip merepresentasikan wanita sebagai wanita profesional, berkekuatan seksual, dan objek kecantikan yang membuat mereka terlihat setara dan percaya diri tanpa memperhatikan warna kulit dan ukuran tubuh mereka. Penelitian ini juga menunjukkan bahwa iklan produk lipstik @lorealparis telah memberdayakan wanita untuk menggunakan daya tarik mereka sebagai kekuatan untuk mengatasi hambatan dan ketidakadilan. Kata kunci: semiotik, iklan poster, produk lipstik L'Oreal Paris, pemberdayaan wanita

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