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All Journal JUPE : Jurnal Pendidikan Mandala Journal of Language, Literature, and Teaching Journal of Literature and Education
Adiwinata, Akbar
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Humanities Education Languange, Linguistic, Communication & Media

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Branding Religion and Culture: A Multimodal Analysis of Sedaap and Indomie Ramadan Advertisements in 2025 Sutarman, Sutarman; Adiwinata, Akbar; Abdusamad, Zainudin; Rahmawati, Lela
JUPE : Jurnal Pendidikan Mandala Vol 10, No 2 (2025): JUPE : Jurnal Pendidikan Mandala (Juni)
Publisher : Lembaga Penelitian dan Pendidikan Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/jupe.v10i2.9089

Abstract

This study investigates how religious and cultural values are embedded in Indonesian Ramadan advertisements through Multimodal Discourse Analysis (MDA). The research focuses on the 2025 campaigns of two prominent instant noodle brands, Sedaap and Indomie, which utilize verbal, visual, and auditory elements to construct persuasive narratives. The study aims to examine how Islamic symbols, national identity, and familial values are communicated through these multimodal resources. Using frameworks from Kress, G., & van Leeuwen, (2006) and theories on pious consumerism and cultural discourse, the findings reveal that the advertisements serve not only as promotional tools but also as cultural texts that reflect and shape Muslim identity. Sedaap emphasizes youthful, pop-cultural appeal, while Indomie presents emotional narratives rooted in gratitude and togetherness. The study concludes that commercial branding during Ramadan actively contributes to the construction of religio-cultural ideology in modern Indonesia. These insights offer implications for media literacy, religious communication, and branding ethics.
Critical Discourse Analysis of the Internationalization of Bahasa Indonesia in Online News: Norman Fairlough’s Description Approach: Analisis Wacana Kritis Internasionalisasi Bahasa Indonesia dalam Berita Daring: Pendekatan Deskripsi Norman Fairlough Adiwinata, Akbar
Journal of Literature and Education Vol. 3 No. 1 (2025)
Publisher : Himpunan Sarjana Kesusastraan Indonesia (HISKI) Komisariat Kalimantan Timur

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.69815/jle.v3i1.142

Abstract

The purpose of this study is to examine online news media reports about the internationalization of Bahasa Indonesia in Kompas.id. The focus of this research is to identify the representations of Bahasa Indonesia and to understand the reality that is constructed in the news. This research used a qualitative method in analyzing four online news texts by applying Norman Fairlough’s ideas of textual dimensions (description) regarding the Critical Discourse Analysis (CDA). Data collection techniques were conducted through documentation, while data validity was obtained through internal validity. Based on the results of the research, it can be concluded that the news of the internationalization of Bahasa Indonesia in online news media Kompas.id forms a discourse that emphasizes nationalism and pride in UNESCO recognition. Specific lexical choices such as golden door, national pride, and historic milestone reinforce a narrative of achievement. However, Kompas.id minimizes critical perspectives on ongoing challenges such as the need for academic vocabulary development and international curriculum alignment. As the result, online news media Kompas.id shows how the media shapes public understanding of the position of Bahasa Indonesia at the global level.
Multimodal-Semiotics Analysis: The Meaning of Language and Visual in the Advertisement Indomie Ramadan Edition #AmbilNikmatnya Ramadan, Bareng Indomie Anugrah, Inayah; Adiwinata, Akbar
Journal of Language, Literature and Teaching Vol 7, No 1 (2025): APRIL - JULY 2025
Publisher : Journal of Language, Literature and Teaching

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35529/jllte.v7i1.1-16

Abstract

This study discusses the multimodal analysis in the advertisement of Indomie Ramadan #AmbilNikmatnya Ramadan, Bareng Indomie. Advertisement has a function as a promotional channel intended to display or introduce a product to a wide audience. Advertisement in print or digital media is also a text that has complex meaning. The complexity of meaning arises because an advertisement conveys messages not only using language elements but also nonverbal components, such as visual elements. Therefore, to understand the complexity of meaning, conducting a multimodal analysis in the advertisement is very important. The multimodal analysis presented in this research uses the theory of Systemic Functional Linguistics (SFL). The multimodal analysis model was created by integrating the multimodal theory of Anstey Bull with the multimodal analysis framework of Kress and Van Leeuwen. The results of the analysis of Indomie Ramadan Edition #AmbilNikmatnya Ramadan, Bareng Indomie show that the advertisement has a multimodal semiotic system that includes linguistic, visual, and gestural components.
Interconnection Between Human and Environmental Degradation In Tere Liye's Novel Hujan: A Literary Ecocriticism Adiwinata, Akbar; Anugrah, Inayah
Journal of Language, Literature and Teaching Vol 7, No 1 (2025): APRIL - JULY 2025
Publisher : Journal of Language, Literature and Teaching

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35529/jllte.v7i1.59-67

Abstract

This paper examines the interconnection between human and environmental degradation in Tere Liye's novel Hujan using the ecocritical approach proposed by Gerg Garrard. The focus of this study is how human actions affect the environment and how nature responds to these actions. This research uses a qualitative descriptive method, where data is taken from novel texts and analyzed using ecocritical theory. The results of the analysis show that this novel describes various forms of pollution, habitat destruction, and the disastrous impacts caused by human exploitation. Pollution due to the use of environmentally unsustainable energy sources and policies that harm nature are the main themes. In addition, the image of wilderness as a source of balance for ecosystems and other living things is reduced because of the destruction. Ecological disasters that occur, whether natural or made by human, create conflicts between human needs and natural resource capacity. With an emphasis on the interrelationship between humans and the environment, this study aims to raise awareness about the importance of preserving the environment through a literary lens.
Co-Authors Abdusamad, Zainudin Anugrah, Inayah Rahmawati, Lela Sutarman Sutarman