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Journal : ANDHARUPA

PROBLEMATIKA DAN STRATEGI REPRESENTASI TARI DALAM IKLAN DI INDONESIA Dwiyasmono, Dwiyasmono; Murtono, Taufik; Karyono, Karyono; Setiyastuti, Budi; Hartanto, Hartanto
ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia Vol. 10 No. 02 (2024): June 2024
Publisher : Dian Nuswantoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/andharupa.v10i02.9362

Abstract

Abstrak Penelitian ini bertujuan untuk mengetahui problematika representasi tari dalam iklan di Indonesia. Tari dalam iklan Indonesia menjadi problematik karena cenderung dimaknai melalui kajian-kajian terkini sebagai hasil komodifikasi dan pemaksaan simbol-simbol dalam budaya untuk kepentingan komersial. Kondisi ini cukup memprihatinkan bagi kemajuan dunia seni, khusunya tari maupun iklan. Seni sebagai bagian dari budaya seharusnya lebih dapat bermakna sebagaimana mestinya dalam setiap sendi kehidupan, termasuk dalam penciptaan iklan. Metode studi literatur menjadi cara penelitian untuk mengungkap peran seni, dalam hal ini tari dalam iklan secara lebih beragam. Metode literature review dimaksudkan untuk mendapatkan pemahaman tersebut. Tahapan penelitian meliputi 1) merumuskan pertanyaan dan protokol inklusi dan eksklusi data tulisan, 2) menelusuri tulisan yang memenuhi syarat dari database jurnal ilmiah, 3) memilih data tulisan dengan cara mengekstrak data dan mengidentifikasi duplikasi data, 4) menganalisis data berdasarkan kuantitas dan kualitas tulisan sesuai kelompok-kelompok tema, 5) menyajikan data dalam matriks analisis, 6) menafsirkan hasil analisis dan menarik kesimpulan. Hasil penelitian selain menunjukkan problematika representasi tari dalam iklan juga menyimpulkan strategi representasi berdasarkan kesetaraan melalui representasi budaya yang memberi pesan positif.   Kata Kunci: iklan, kearifan budaya, problematika representasi, seni tari   Abstract This study aims to determine the problems of dance representation in advertisements in Indonesia. Dance in Indonesian advertising is problematic because it tends to be interpreted through recent studies as the result of commodification and imposition of symbols in culture for commercial purposes. This condition is quite concerning for the progress of the art world, especially tariffs and advertisements. Art as part of culture should be able to achieve what it should in every delivery of life, including in the creation of advertising. The literature study method is a way of research to uncover the role of art, in this case dance in advertising in a more diverse way. The literature review method is intended to gain this understanding. The research stages include 1) preparing questions and protocols for inclusion and exclusion of written data, 2) searching for writings that meet the requirements from scientific journal databases, 3) selecting written data by extracting data and identifying duplicate data, 4) analyzing data based on the quantity and quality of writing according to the theme groups, 5) present the data in matrix analysis, 6) interpret the analysis results and draw conclusions. The research results, apart from showing the problematic representation of dance in advertisements, also conclude that the representation strategy is based on equality through cultural representation that gives positive messages.   Keywords: advertising, cultural wisdom, dance, representation problems
Co-Authors Abdul Latif, Dicky Abrian Kusuma, Muh. Eko Adi Masliardi Adiana, Maria Eliza Adil, Athira Setira Agus Budianto Agus Supriadi Ahmad Shalahuddin, Ahmad Ainun, Wa Ode Nur Al Hakim, Rosiana Farkhah Aljula, Muhammad Yusron Ani Rusilowati Anjarwati, Dwi AP, Yulianto Ardianti, Devi Nurvita Aripin, Asad Samsul Aslimah, Aslimah Athariq, Luqman Atmaja, Yuvensius Gerry AYU WARDANI, AYU Bagjo, Hari Wisudo Bambang Agus Pramuka Bambang Wardoyo, Bambang Biramasi, Arifin Br Sembiring, Santa Feronika Budi Setiyastuti Dandang Setyawanti Daud, Ilzar Desyandri Desyandri Dharmayana, Wayan Diantono, Amabelle Fellyta Donna Setiawati Dwiyasmono Dwiyasmono Dyfa, Rachma Maulida Endang Wahyati Yustina, Endang Wahyati Erick Febriyanto Fauzi, Haliza Nur Febrianto, Andrie Mulya Fifink Praiseda Alviolita Firdaus, Lutfi`ah Gianina, Claresta Giferi, Luisa Griselda Girsang, Girsang Gracia JMT Winaktu Granit Agustina Guntur Darmawan Hanjaya, Ricky Hari Purwanto Hartati, Nuraeni Haryadi, Hartono Hasan Hasan Hasyim, Moch. Sarif Hendarti, Hendarti Hendrawan, Mochamad Heriani, Mega Herpratiwi Herpratiw Hidayat, Haris Hidayati, Ulfa Ilyas, Mohd Indri Hapsari JANAH, ROUDHOTUL Jati, Hisnu Prasetyo Julyanna, Julyanna Kartika, Ronald Winardi Kartono , Karyono Karyono Kasista, Rini Kumala Hayati Kurniawan, Inge Kurniyati, Nany Noor Kusnadi Kusuma, Audrey Putri Nabila Kusuma, Muhammad Eko Abrian Kuswardani Kuswardani, Kuswardani Laranono, Anton Lestari, Niken Ajeng Liman, Lie Monica Sherine M. Iman Santoso Mamun, Sholeh Mardiyanto, Doni Marisa Kurnianingsih Meliana S, Mitzi Diva Mintardjono, Wahyu Prasasti Mutiadesi Moestofa, Yoesoef Mozes, Cornelius Andre Mudin Simanihuruk Muhamad Rusdi Muhammad Firmansyah, Muhammad Murdoko, Murdoko Murjito, Winarno Heru Musran Munizu Muzakkir, Taufik Nesya Vanielatama Ngaeni, Riyatun Ni Luh Putu Nia Anggraeni Nurjanah, Agustina Midya Oki Kuntaryanto Olfah, Sumadiyah T. Onggo Pramudito Padeli Padeli Pavlova, Olga Permana, Erwin Perwito, Perwito Prakosa, Gatot Hendro Pujimagfiroh, Isnaini Purwanti, Irna Putra, Gilang Septiadi Putro, Juan Sebastian Kusumo Rachmawati, Elisa Rachmawati, Intan Radwitya, Erick Ramadhani, Milenia Reny, Reny Riskiyono, Riskiyono Roosmelan, Ergi Hananingtyas Rosadi, Vincent Rosalina, Rosi S Sriyadi Saefullah Saefullah Sally, Kasna Sandro, Alex Santosa, Dony Firman Santoso Gunardi, Santoso Saputra, Arjun Sary, Yessy Nur Endah Sawitri, Dyah Retno Shandy Shandy, Shandy Sipahutar, Bertha Takarina Siswantari Pratiwi Sitompul*, Hotma Partogu Soepratignja, PJ. Subandi Subandi Sugiharto, Rudy Suhud Eko Yuwono Sukartono Sukartono Suparto Suparto Suprayitno, Dede Susanto, Lucianana Budi Susi Hendriani Sutanti, Yosephin Sri Sutanto, Jovian Christopher Suwardi, Bintang Ari Suyatno Suyatno SYAHRIAL SYAHRIAL Syakdiah Syakdiah, Syakdiah Syam, Fadhli Syoviana, elvi T, Thoyyibah Taufik Murtono Taurambi, Obi Theresia, Maria Pia Tony Winata Ulumuddin, Bahrul Uningowati, Dwi Wahyu Uyan Wiryadi Victoria, Ong Argo Warasman Marbun Wardani, Amriza Nitra Wardiansah, Wardiansah Waty Suwarty Haryono Wibowo, Joko Adi William, Tommy Witoko, Satrio Heru Yen, Liauw Djai Yosmar, Ervin Alvaro Yulianto, Jauhar Rafid Yunita, Neta Yusni Maulida Yustina Trihoni Nalesti Dewi, Yustina Trihoni Nalesti Yusup Supriatna Yuwono Tharam , Medi