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All Journal MAKNA: Jurnal Kajian Komunikasi, Bahasa dan Budaya Publika Budaya KEMBARA Semiotika Parafrase: Jurnal Kajian Kebahasaan dan Kesastraan Diglosia: Jurnal Kajian Bahasa, Sastra, dan Pengajarannya Pioneer: Journal of Language and Literature Journal of Feminism and Gender Studies Tamaddun NOBEL : Journal of Literature and Language Teaching Journal of Feminism and Gender Studies (JFGS)
Erna Cahyawati
Universitas Jember
Arts Humanities Education Languange, Linguistic, Communication & Media Social Sciences Other

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Greenwashing in Fast Fashion: A Critical Analysis of Shein’s EvoluShein Campaign Anindya Puteri; Evelyne Kezia Priyantono; Ghanesya Hari Murti; Erna Cahyawati; Dyah Purwita Wardhani; Imam Basuki
Makna: Jurnal Kajian Komunikasi, Bahasa, dan Budaya Vol. 17 No. 2 (2025): MAKNA: Jurnal Kajian Komunikasi, Bahasa dan Budaya
Publisher : Fakultas Komunikasi, Sastra, dan Bahasa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33558/makna.v17i2.11368

Abstract

As environmental awareness grows, fast fashion brands increasingly adopt sustainability messaging to appeal to eco-conscious consumers. However, such efforts often raise concerns about greenwashing—where environmental claims are exaggerated, vague, or unsubstantiated. This study critically examines Shein’s evoluSHEIN campaign using Stöckl and Molnar’s Eco-Advertising Framework, which integrates linguistic and visual analysis to assess how brands construct eco-friendly narratives. Five official advertisements from 2024 were analyzed using Critical Discourse Analysis and multimodal semiotics. The findings identify five recurring greenwashing strategies: vague eco-lexicon, symbolic eco-imagery, unverified eco-certifications, emotional moral framing, and unsubstantiated absolute claims. Terms like “sustainable” and “eco-safe” are used without definition or evidence, while visuals—such as leafy graphics and green color schemes—reinforce environmental connotations without transparency. Moral slogans like “Join the fight for a greener planet” shift responsibility to consumers, framing ethical purchasing as the solution while masking Shein’s ongoing high-volume, low-cost production model. These strategies construct a cohesive yet largely symbolic environmental message, aligning with broader fast fashion trends where marketing appeal outweighs operational change. The study argues that this multimodal approach to greenwashing risks misleading consumers and eroding trust in legitimate sustainability initiatives. By highlighting the interaction between language and imagery in shaping perceptions of environmental responsibility, this research underscores the need for clearer regulatory standards, credible third-party certifications, and increased consumer media literacy. It contributes to the critical understanding of how greenwashing operates systemically within fast fashion and how ethical branding narratives may conceal unsustainable practices.
Institutional Injustice and Authorial Critique in Kathryn Stockett's The Help Jourdan Eden Nico; Erna Cahyawati; Imam Basuki; Ghanesya Hari Murti
Journal of Feminism and Gender Studies Vol. 5 No. 2 (2025): Journal of Feminism and Gender Studies
Publisher : Pusat Studi Gender Universitas Jember

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This research aims to analyze how Kathryn Stockett's The Help represents systemic racism and author's critical position towards the racial injustice issue within the novel. This research applies two theories: the representation by Stuart Hall and the theory of systemic racism by Joe. R. Feagin. This research applies a qualitative method with a narrative text analysis approach. The results of this study show that systemic racism plays a role in the level of labor exploitation, economic discrimination, social inequality, and oppressive social norms. Thus, the author's position also shows an effort to criticize the unjust system. However, she notes there are still some limitations since white characters are still central to hold primary control. This study concludes that literary works can function as a medium to voice social criticism of racism, while reflecting the complexity of the author's position in shaping representations of racial injustice.
When the Beast is Not the Enemy: Myths and Ecology World-Making in Comparative Literature Ghanesya Hari Murti; Andang Subaharianto; Erna Cahyawati; Dyah Purwita Wardani; Imam Basuki
PARAFRASE : Jurnal Kajian Kebahasaan & Kesastraan Vol. 26 No. 1 (2026): Parafrase Vol. 26 No. 1 Mei, 2026
Publisher : Universitas 17 Agustus 1945 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30996/parafrase.v26i1.6252

Abstract

Myth is an important context for societies to negotiate the relationship between humans, nature and values, based on a comparative literary analysis of mythological animals in Eastern and Western Traditions. In Eastern (Asian) traditions mythological figures such as Antaboga, Nyai Roro Kidul and Barong are considered ontological mediators and manifestations of the living ecological order. In Western traditions, by contrast, they are constructed as enemies, monsters or as existential threats to civilization in opposition. In these stories, mythological creatures are ecological boundaries, not hostile boundaries. Such traditions are diametrically opposed to the dominant Western literary paradigm, Beowulf, Moby-Dick and Argonaut, which prioritizes the conquest of monsters and the realization of narrative closure through conquest and control. Within the theoretical framework of this article, carefully grounded in literary form, temporality and the development of the literary canon, legendary creatures serve as vehicles for diverse perceptions of nature. One is founded on dominance and abstraction, the other on reciprocity and moderation. Eastern stories are structured in cycles. Nature’s balance is a dynamic and fragile process. There is no ultimate victory, and it must always be preserved. Meanwhile Western stories are linear and teleological and move toward a definitive end (such as possession or accumulation of wealth) once ecological barriers are removed.
Co-Authors Andang Subaharianto Anindya Puteri Aziz, Muhammad Fawzi Abdullah Dyah Purwita Wardhani Evelyne Kezia Priyantono Ghanesya Hari Murti Hadi Sampurna Hairus Salikin Imam Basuki Imam Basuki Jourdan Eden Nico Kusumayanti, Dina Dyah Laily Rosdiana LAILY ROSDIANA Nico, Jourdan Eden Nisrina, Nadia Meivitasari Putri Riskia Setiarini Sampurna, Hadi Supiastutik Supiastutik Ula Nadia Muntaza Wardani SWW, L. Dyah Purwita