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All Journal Journal of Urban Society´s Arts Mozaik Humaniora Retorik: Jurnal Ilmu Humaniora Muslim English Literature
Ariastuti, Marti Fauziah
Universitas Indonesia
Religion Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences

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Beyond Tweets: Pragmatic Analysis of Humor as a Brand Image in Burger King’s Tweets Marti Fauziah Ariastuti; Amadhea Naidriya Putri
Journal of Urban Society's Arts Vol 6, No 1 (2019): April 2019
Publisher : Institut Seni Indonesia Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24821/jousa.v6i1.2567

Abstract

Melebihi Tweet: Analisis Pragmatis Humor sebagai Citra Merek di Tweet Burger King. Salah satu bentuk strategi komunikasi yang paling populer adalah humor. Meskipun berbagai penelitian telah dilakukan untuk meneliti hubungan humor dan semantik dalam konteks iklan, relatif sedikit yang telah membahas hubungan antara tweet humor, komunikasi bisnis, dan pragmatik. Oleh karena itu, tujuan utama dari penelitian ini adalah untuk (1) menyelidiki konstruksi tweet humor berdasarkan delapan sumber daya pengetahuan dan (2) membahas fungsi pragmatisnya. Penelitian ini menggunakan versi ekstensi dari Teori Umum Humor Verbal Attardo (Tsakona, 2013), dilengkapi dengan analisis fungsional teks Brinker. Dipilih berdasarkan style humor yang digunakan (Martin, 2003), data untuk penelitian ini terdiri dari 111 tweet humor dari akun Twitter Burger King antara tahun 2016 dan 2018. Tiga tahun dipilih karena tampaknya ada korelasi positif antara penggunaan strategi humor di media sosial dan kinerja penjualan Burger King selama tahun-tahun itu. Temuan utama adalah bahwa Burger King: (1) menerapkan konstruksi humor yang berbeda di akun Twitter Burger King, terutama dalam oposisi teks, mekanisme bahasa, target, dan konteks; dan (2) menggunakan fungsi tweet humor yang berbeda untuk mempersonalisasi merek (2016), meminta pelanggan untuk melakukan beberapa tindakan (2017), dan mempromosikan produk (2018).                                                    One of the most popular forms of communication strategy is humor. Although various studies have accounted the relation of humor and semantics in advertisement context, relatively little has discussed the link between humor tweets, business communication, and pragmatics. Therefore, the main aim of this study is to (1) investigate the construction of humor tweets based on eight knowledge resources and (2) discuss its pragmatic function. The study applies the extension version of Attardo’s General Theory of Verbal Humor (Tsakona, 2013), complemented with Brinker’s text functional analysis. Selected based on style humor used (Martin et al., 2003), the data for the study consist of 111 humor tweets from Burger King Twitter account between the year 2016 and 2018. The three years are selected because there seems to be a positive corellation between the use of humor strategy in social media and Burger King’s sales during those years. A key finding is that Burger King: (1) applies different construction of humor in Burger King’s Twitter account, especially in Script Opposition, Language Mechanism, Target, and Context; and (2) uses different function of the humor tweets for personalizing the brand (2016), asking the customer to do some act (2017), and promoting the products (2018).
Recounting Traumatic Events: Pragmatic and Multimodal Discourse Analysis in Audrie and Daisy (Pengisahan Kejadian Traumatis: Analisis Wacana Multimodal dan Pragmatik dalam Audrie dan Daisy) Natasya Abrinta Debora; Marti Fauziah Ariastuti
MOZAIK HUMANIORA Vol. 20 No. 2 (2020): MOZAIK HUMANIORA VOL. 20 NO. 2
Publisher : Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/mozaik.v20i2.17575

Abstract

AbstrakFilm sebagai wacana sinematik dapat menjadi media untuk membahas hasil kerja sistem linguistik, fitur audio-visual, dan efek visual lainnya dengan menggunakan pendekatan pragmatik. Makalah ini bertujuan menganalisis wacana sinematik sebuah film dokumenter berjudul Audrie and Daisy, yang menggambarkan kronologi perundungan dan kekerasan seksual yang dialami oleh dua siswi sekolah menengah bernama Audrie dan Daisy, dengan menggunakan pendekatan pragmatik. Makalah ini menjelaskan bagaimana sistem linguistik yang berkaitan dengan penggunaan bahasa pada wawancara dan investigasi, sinematografi, dan mise-en-scene pada film berhubungan satu dengan yang lain sehingga menjadikan pesan dan isi cerita menjadi bermakna. Penelitian ini menggunakan metode penelitian kualitatif untuk mendapatkan gambaran dan pemahaman mengenai unsur-unsur penting dalam film. Tujuan dari penelitian ini tidak hanya untuk menunjukkan fitur-fitur wacana sinematik tetapi juga untuk menjelaskan makna tersirat dari fitur-fitur tersebut dalam film dan menganalisis tata organisasi film. Dalam pendekatan pragmatik dan wacana sinematik, gagasan mengenai verbal (suara diegetik) dan non-verbal (suara non-diegetik) berkaitan dengan multimodalitas film yang menjadikan pesan menjadi bermakna. Selain itu, hasil penelitian memperlihatkan bahwa film ini menggunakan pendekatan monochronicity untuk menyusun dokumen sinematografi.Kata kunci: Audrie and Daisy, analisis wacana multimodal, sistem linguistik, fitur audio visual, monochronocity Abstract A movie as a cinematic discourse can be a medium for examining the work of linguistic system, audio-visual features, and other visual effects by using the pragmatic approach. This paper aims to analyze the pragmatic and cinematic discourse in a documentary movie Audrie and Daisy, which portrays the chronology of bullying and sexual assault experienced by high school students, Audrie and Daisy. This paper describes how the linguistic systems which are related to the language used in the interview and investigation, the cinematography, and mise-en-scene of the movie can link to one another to make the message and the content of the story meaningful. This study employs a qualitative research method to gain insight and understanding of the significant elements of the movie. The purpose of this research is not only to point out the features of cinematic discourse but also to explain the meaning of the features in the movie and analyze the organization of this movie. Within the framework of pragmatic and cinematic discourse, the notion of verbal (diegetic sound) and non-verbal (non-diegetic sound) are connected to the multimodality of the movie to make a message purposeful. The documentary also utilizes the monochronicity approach to compose the cinematography document.Keywords: Audrie and Daisy, multimodal discourse analysis, linguistic system, audio-visual features, monochronicity
Black Struggles in I Can’t Breathe by H.E.R.: A Multimodal Discourse Analysis Zahara Almira Ramadhan; Marti Fauziah Ariastuti
Journal of Urban Society's Arts Vol 10, No 1 (2023): April 2023
Publisher : Institut Seni Indonesia Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24821/jousa.v10i1.8694

Abstract

The death of George Floyd’s in May 2020 has raised the popularity of the phrase “I can’t breathe” as a statement against racism. This phrase inspired musician H.E.R., to write a song called I Can’t Breathe, which raises the issue of not only police brutality but also racism against black people in general. The objective of this study is to analyze the ideological structures and visual components in the song and examine how these aspects contribute to the Black Lives Matter movement. The lyrics and music video will be analyzed using multimodal discourse analysis. The findings of the lyrics and video analysis indicate that white superiority and violence towards black people are the root cause of the continuing protests against black racism. By using multimodal discourse analysis, this study establishes a strong connection between I Can’t Breathe and Black Lives Matter. The song serves as a protest aligning with the Black Lives Matter movement. The context behind the racial issues and the values of the movement in tackling the issues are conveyed clearly through the ideological structures and visual components of the song. Perjuangan Kulit Hitam dalam Lagu I Can’t Breathe karya H.E.R.: Analisis Wacana Multimodal. Kematian George Floyd pada bulan Mei 2020 menimbulkan popularitas atas frasa “I can’t breathe” sebagai pertentangan rasisme. Frasa ini menginspirasi H.E.R., seorang musisi, untuk menulis lagu berjudul I Can’t Breathe, yang tidak  hanya berbicara tentang isu kekerasan polisi, tetapi juga rasisme terhadap kulit hitam secara keseluruhan. Tujuan dari penilitian ini adalah untuk menganalisis struktur ideologi dan komponen visual dalam lagu tersebut, dan mengamati apakah gerakan Black Lives Matter didukung oleh aspek-aspek tersebut. Lirik dan video klip lagu  ini akan dianalisis menggunakan analisis wacana multimodal. Berdasarkan analisis lirik dan video, ditemukan adanya indikasi bahwa dominasi dan kekerasan yang dilakukan orang kulit putih terhadap kulit hitam adalah masalah utama dari protes sosial yang ada. Dengan menggunakan analisis wacana multimodal, penelitian ini mendefinisikan hubungan yang kuat antara lagu I Can’t Breathe dengan gerakan Black Lives Matter. Lagu ini berperan sebagai sebuah protes yang mendukung Black Lives Matter. Konteks dari isu rasisme dan juga nilai-nilai sosial dari gerakan Black Lives Matter disampaikan dengan jelas melalui struktur ideologi dan komponen visual lagu tersebut.
A Conceptual Metaphor Analysis of Reports on the Killing of a Hamas Leader, Yahya Sinwar Ali, Dewi Hajar Rahmawati; Ariastuti, Marti Fauziah
Muslim English Literature Vol. 4 No. 2 (2025): Muslim English Literature
Publisher : UIN Syarif Hidayatullah Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15408/mel.v4i2.47282

Abstract

This study investigates the conceptual metaphors in The New York Times and Al Jazeera’s news reports on the murder of Hamas Leader, Yahya Sinwar. The reports were published in both media outlets within a month after the assassination in October 2024. This study attempts to compare the conceptual metaphors utilized in the two media outlets and to identify how they influence discourse in a manner that reveals media bias toward the opposing parties. The study maintains Lakoff and Johnson’s Conceptual Metaphor Theory and adopts the metaphor identification procedure to identify metaphorical lexical units. The collected data are further examined using Chateris-Black’s Critical Metaphor Analysis to discover the way conceptual metaphors influence discourse to convey media predisposition. The results show that both media outlets utilized three parallel target domains: THE MURDER, THE CONFLICT, and YAHYA SINWAR. However, the source domains display divergent results indicating bias, with The New York Times leaning toward supporting Israel, while Al Jazeera chooses to uphold the positive image of Yahya Sinwar. Further research could investigate the utilization of contextual metaphors across a broader selection of articles and the degree to which media outlets deliberately utilize the metaphors in their reports.  
Mungkin Kita Sudah Sampai di Sana: Mengamati Kekuasaan Melalui Dunia Distopia Postmodernis dalam The Ballad of Songbirds and Snakes (2023) Maulida, Aisyah Caesarani; Ariastuti, Marti Fauziah
Retorik: Jurnal Ilmu Humaniora Vol 13, No 2 (2025): Cultural Studies After the End of the World
Publisher : Sanata Dharma University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24071/ret.v13i2.13399

Abstract

Movies are more than just works of art and fiction. Oftentimes, motion pictures portray, allude, and satirize social phenomena. This paper observes control mecha­nisms used by the government in Suzanne Collins’ book adaptation movie The Ballad of Songbirds and Snakes (2023) to assert power over citizens. By analyzing selected movie scenes and dialogue related to power relations through textual and visual anal­ysis, the study reveals parallelism of dystopian elements shown in the movie with current sociopolitical situation through Foucault’s postmodernist view on power. The findings show that government in The Ballad of Songbirds and Snakes creates and utilizes citizens’ internalized discipline through surveillance to establish power with­in them as docile bodies, echoing how subtle power is used by governments across the world to cultivate public orderliness in the modern days.
Co-Authors Ali, Dewi Hajar Rahmawati Amadhea Naidriya Putri Maulida, Aisyah Caesarani Natasya Abrinta Debora Zahara Almira Ramadhan