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All Journal Kata Kita: Journal of Language, Literature, and Teaching
Setefanus Suprajitno
Petra Christian University, Jl. Siwalankerto No.121-131, Siwalankerto, Wonocolo, Surabaya
Languange, Linguistic, Communication & Media

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 1 
The Journey of Becoming a Hero in the Avatar: The Last Airbender Animated Series Cindy Karina; Setefanus Suprajitno
Kata Kita: Journal of Language, Literature, and Teaching Vol 9, No 3 (2021)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.9.3.444-451

Abstract

The popularity of Avatar: The Last Airbender intrigues me to analyze Aang’s journey, as the main character, in becoming a hero. I aim to analyze the stressors that cause Aang’s psychological distress, his coping mechanisms, and how he develops into a hero. To find out about the three aforementioned points, I use theories on psychological distress and coping mechanisms. My analysis demonstrates that Aang’s psychological distress is caused by three stressors: his fear of accepting his new identity and responsibility, his shame, and his fear of the war and failure. To deal with those stressors, Aang adopts two coping mechanisms: emotion-focused (avoidance, seeking social support for emotional purposes, and acceptance), and problem-focused (seeking social support for instrumental purposes, planning, and problem-solving). By the end of the series, Aang has become a hero by developing into a selfless and benevolent humanitarian who used his intelligence and integrity to win the war.Keywords: psychological distress, stressors, coping mechanism, hero
Semiotic Analysis of Dove’s Femvertising Chun Hojeung; Setefanus Suprajitno
Kata Kita: Journal of Language, Literature, and Teaching Vol 9, No 2 (2021)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.9.2.195-204

Abstract

This qualitative study aimed to know in what ways the verbal (oral mode) and non-verbal (visual mode and gestural mode) semiotic resources help Dove meet the criteria of femvertising. The study used the Multimodal approach to help analyze the data. The writer collected and analyzed the data from Dove’s My Beauty My Say video. The findings showed that the verbal semiotic resources help Dove meet the criteria of femvertising by orally informing the audiences about the problems and arguments that are faced by the women in the video and how they responded to the problems in order to empower all the women. Meanwhile, the non-verbal semiotic resources help Dove meet the criteria of femvertising by revealing women in the authentic form and outside of traditional gender stereotypes so that they can deliver predominantly pro-female messages that can empower themselves and other women who are facing the similar problems as they do. The non-verbal semiotic resources are delivered by using the gestures (e.g. facial expression and body language) and objects (e.g. outfits, dominated background color, focus of the camera) in the video. In conclusion, I observe these semiotic resources are important to help Dove meet the criteria of femvertising.  Keywords: Femvertising, Multimodal, Verbal semiotic resources, Non-verbal semiotic resources 
Multimodal Analysis of Innisfree’s Brand History Vanessa Velancia Prajogo; Setefanus Suprajitno
Kata Kita: Journal of Language, Literature, and Teaching Vol 8, No 3 (2020)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.8.3.262-269

Abstract

Fierce competition in increasing market share growth prompts companies to strive to create a memorable brand identity. One common method adopted by some companies is using a video advertisement, which contains the message they want to convey about their product or brand. This message is intended to persuade people who see the advertisement to buy their product. In doing so, companies usually use the visual, linguistic, spatial and other semiotic resources, often referred to as a semiotic mode. Through the case study of Innisfree’s video advertisement “Brand History,” we analyze how Innisfree uses linguistic, spatial, and visual mode for creating a message that enables consumers to remember and to persuade them buy its product. Our findings show that the message in the video advertisement is that Innisfree is a beauty product that upholds nature as its ingredients, has high quality, and preserves the environment where it takes its ingredients. Key Words: Advertisement, Persuasion, Modes, Verbal and Non-verbal expressions.
Multimodal Analysis of Man/Husband and Woman/Wife Representations in Two Indonesian Seasoning Television Commercials Shania Permata Chandra; Setefanus Suprajitno
Kata Kita: Journal of Language, Literature, and Teaching Vol 10, No 1 (2022)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.10.1.96-104

Abstract

Television occupies widespread popularity and is the best and most effective medium for commercials. With the rapid business growth, television commercial (TVC) has been more and more creatively made. TVC producers usually use semiotic resources to represent a certain character. Through this study, we aim to discover the way the man/husband and woman/wife characters are represented in Royco’s The Best Gift is Homemade TVC and Kecap ABC’s Kecap ABC Bantu Suami Sejati Hargai Istri TVC using visual, gestural, and linguistic modes, and whether the representations challenge or support the traditional roles of man/husband and woman/wife and the reason using traditional gender role theory. Our findings show that, in both TVCs, the man/husband and woman/wife are represented modern roles of man/husband and woman/wife. By doing so, the TVCs persuade the target audience, regardless of their roles as man/husband or woman/wife, to cook with Royco and Kecap ABC.Keywords: Multimodality, Representations, Television Commercial (TVC)
Multimodal Analysis on Product Placement in Korean Drama: “Goblin” Natalia Kristiva; Setefanus Suprajitno
Kata Kita: Journal of Language, Literature, and Teaching Vol 8, No 2 (2020)
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.9744/katakita.8.2.219-225

Abstract

Many companies try to find innovative ways of reaching their target market and promoting their products. Product placement (PPL) is one of such innovative ways. PPL has become popular in marketing communication because the promotion in it is quite subtle. It happens because in PPL, the advertisement is integrated in the structure of the narratives of TV series or films where PPL takes place. Thus, PPL can skirt the negative view toward advertising. In this study, we examine how PPL convey advertising messages in Korean drama, Guardian: Great and Lonely God (Goblin). In so doing, by using multimodal theory we analyze the verbal and non-verbal communication practices found some scenes of the Korean drama, and the meaning of PPL semiotic resources in those scenes express. Our findings show that PPL conveys the advertising messages through the acting, the facial expression, and the shot of products.Keywords: Product Placement, Multimodal, Modes, Goblin, Verbal and Non-Verbal Communication
Co-Authors Chun Hojeung Cindy Karina Natalia Kristiva Shania Permata Chandra Vanessa Velancia Prajogo