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Susanne Dida
Fakultas Ilmu Komunikasi Universitas Padjadjaran
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Membongkar Makna di Balik Iklan Layanan Masyarakat tentang Makanan Ultra-Proses: Analisis Semiotika Roland Barthes Aliyah, Sa'adatul; Dida, Susanne; Lusiana, Elnovani
SAWERIGADING Vol 31, No 2 (2025): Sawerigading, Edisi Desember 2025
Publisher : Balai Bahasa Sulawesi Selatan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26499/sawer.v31i2.1593

Abstract

This study aims to analyze the construction of the ultra-processed food narrative ideology in the BBC News Indonesia public service announcement on YouTube Shorts titled "Does Ultra-Processed Food Increase Early Death?". The method used is Roland Barthes' semiotic analysis, focusing on three layers of meaning: denotation, connotation, and myth of verbal and visual signs in advertising. Data collection techniques were carried out thru content analysis of advertisements and semi-structured interviews to uncover audience interpretations. Data analysis techniques used Barthes' semiotic framework to deconstruct the latent meanings behind visual and verbal representations. The research findings indicate that advertising not only conveys factual information but also constructs stigma against individuals based on their dietary choices and emphasizes individual responsibility rather than systemic-structural factors in maintaining health. The implications of this research emphasize the need for health communication that is more inclusive of social determinants and does not solely blame individuals AbstrakPenelitian ini bertujuan untuk menganalisis konstruksi ideologi narasi makanan ultra proses dalam iklan layanan masyarakat BBC News Indonesia di YouTube Shorts bertajuk "Apakah Makanan Ultra Proses Meningkatkan Kematian Dini?". Metode yang digunakan adalah analisis semiotika Roland Barthes dengan fokus pada tiga lapisan makna: denotasi, konotasi, dan mitos dari tanda verbal dan visual dalam iklan. Teknik pengumpulan data dilakukan melalui analisis konten iklan dan wawancara semi-terstruktur untuk mengungkap interpretasi audiens. Teknik analisis data menggunakan kerangka semiotika Barthes untuk membongkar makna laten di balik representasi visual dan verbal. Hasil penelitian menunjukkan bahwa iklan tidak hanya menyampaikan informasi faktual, tetapi membangun stigma terhadap individu berdasarkan pilihan pola makan dan menekankan tanggung jawab individual daripada faktor sistemik-struktural dalam menjaga kesehatan. Implikasi penelitian ini menekankan perlunya komunikasi kesehatan yang lebih inklusif terhadap determinan sosial dan tidak menyalahkan individu semata.
Co-Authors AA Sudharmawan, AA Aang Koswara Aat R. Nugraha, Aat R. Aat Ruchiat Nugraha Abdul Qayoum Safi Aliyah, Sa'adatul Amelinda Vindrayani Fuad Andi Subhan Amir Anggita Sarasati Annisa Luthfiyyah Anton Surahmat Arif Rifqi Zaidan Asep Suryana Centurion Chandratama Priyatna Cho, Sung Kyum Dadang Rahmat Hidayat Deddy Mulyana Diah Fatma Sjoraida Dyan Rahmiati Eko Purnomo Elnovani Lusiana Emanuel S Leuape Evi Novianti Evi Nursanti Rukmana, Evi Nursanti Fachry Abda El Rahman Farida Nurfalah, Farida Feliza Herison Feliza Zubair Firunika Intan Cahyani FX. Ari Agung Prastowo Gobel, Sry Ade Muhtya Hanny Hafiar Hanny Hafiar Hazrat Shah Kayen Herlina Agustin Heru Ryanto Budiana Ihsan, Nadhifa Imara Jenny Ratna Suminar Jenny Ratna Suminar Juwono Tri Atmodjo Kairupan, Natasha Helena Kautsar, Marwa Khatol Shafiq Kholidil Amin Kokom Komariah Leuape, Emanuel S Lexianingrum, Siti Rahayu Pratami Lilis Puspitasari Luthfiyyah, Annisa Lyra Vellaniza Ferbita M. Arie Desman Maryani, Eni Maulvi, Herzi Rahmatia Melinda Puspa Negara Moh Faidol Juddi Muhammad Mulyadi Pane Muslimin, Fauzy Akmal Mustaffa, Normah Mutia Anindri Mutia, Lu'lu Natasha Putri Tumakaka Nikitamara Nikitamara Nisa Eka Nastiti Nugroho Ajie Hartono Nursari, Tita Nuryah Asri Sjafirah Nuryah Asri Sjafirah, Nuryah Asri Nuryanto, Iis Latifah Pane, Muhammad Mulyadi Paramitha Wydaswari Paraswati, Vellyana Pratiwi, Soraya Ratna Priyadharma, Subekti Wirabhuana Purwanti Hadisiwi Renata Anisa Retasari Dewi Retasari Dewi Retasari Dewi, Retasari Rizaldy, Dendy Shobron Rostika Yuliani RR. Ella Evrita Hestiandari Rumyeni, Rumyeni Safi, Abdul Qayoum Saleha Rodiah Sarah Isabella Silaban Setiyanti, Yanti Setyanto, Yugih Shafira Putri Citra Utami Siti Karlinah Soraya Ratna Pratiwi Sukarno Sung Kyum Cho Susie Perbawasari Syamsiar, Syamsiar Syauqy Lukman Tasha Suciati Amanda Putri Tika Mutia Tine Silvana Rachmawati Titut Yuli Prihyugiarto Trie Damayanti Utami, Shafira Putri Citra Uud Wahyudin Willia Yusup Hardy Yanti Setianti Yanti Setiyanti Yuliani, Rostika