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Ria Angelia Wibisono
Jurusan Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Kristen Petra, Jalan Siwalankerto 121-131 Surabaya 60236
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REPRESENTASI NASIONALISME DALAM IKLAN KORPORAT PT. GUDANG GARAM TBK Wibisono, Ria Angelia
Scriptura Vol 2, No 1 (2008): JANUARY 2008
Publisher : Institute of Research and Community Outreach - Petra Christian University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (283.63 KB) | DOI: 10.9744/scriptura.2.1.38-47

Abstract

Representation of Nationalism in Corporate Advertising of PT. Gudang Garam Tbk. Nationalism is a psychological condition in which somebody surrenders his loyalty to nation state in the name of a nation. While representation is something refers to message, by which reality is encoded in communication; by words, sound, image, or their combination. This thesis explains about how nationalism is represented in the corporate advertising of PT.Gudang Garam Tbk. version “Rumahku Indonesiaku” and “Rumahku Indonesiaku: Cahaya Asa”. This is a qualitative research using semiotics method, based on the codes of television theory by John Fiske, syntagm-paradigm concept by Saussure, and the grammar of film and television. The nationalism represented in the advertising consists of self-determination, solidarity, patriotism, social justice, and national identity. Although the advertising is a Corporate Social Responsibility campaign, it still contains particular symbol refers to usual symbol that represents Gudang Garam cigarette product.
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