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p-Index From 2020 - 2025
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All Journal Socius: Social Sciences Research Journal
Jacob, Louris
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Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media

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Analisis Semiotika Iklan Ramadhan Gojek ‘#Mauramadhanfull’ dan Iklan Ramadhan Grab ‘#Grabinramadhan’ pada Layanan Transportasi Daring di Indonesia Raffa, Muhammad; Firdaus, Iqbal; Wijaya, Mario Eka; Jacob, Louris; Rio, Avilla
Socius: Jurnal Penelitian Ilmu-Ilmu Sosial Vol 2, No 11 (2025): June, 2025
Publisher : Penerbit Yayasan Daarul Huda Kruengmane

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.5281/zenodo.15753085

Abstract

This article presents a comparative semiotic analysis of Ramadhan campaign advertisements from two Southeast Asian technology giants, Gojek (“#Mauramadhanfull”) and Grab (“#Grabinramadhan”). Employing Roland Barthes’ theoretical framework: denotation, connotation, and myth. This research dissects how both brands construct different meanings and ideologies within the unique cultural and commercial landscape of Ramadhan in Indonesia. The analysis finds that Gojek constructs a “Myth of Facilitated Piety,” positioning itself as an integral enabler for achieving a holistic and spiritually fulfilling Ramadan experience. Conversely, Grab constructs a “Myth of Instant Consumerist Fulfillment” through a meta-humorous narrative that deconstructs traditional advertising and promotes its platform as a magical solution for immediate desire fulfillment. This paper concludes that the competition between Gojek and Grab extends beyond service offerings. It is a semiotic battle to define the role of technology in contemporary religious practice, reflecting and actively shaping the intersection of tradition, consumerism, and digital life in Indonesia.
Co-Authors Firdaus, Iqbal Raffa, Muhammad Rio, Avilla Wijaya, Mario Eka