Azzahra, Arina Zakiah
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AI Rice Selection: Deconstructing Signs and Myths of Rice Comedy Ads on Instagram @alameen.had Azzahra, Arina Zakiah; Mustofa, Arif
JURNAL Al-AZHAR INDONESIA SERI HUMANIORA Vol 10, No 3 (2025): November 2025
Publisher : Universitas Al Azhar Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36722/sh.v10i3.5022

Abstract

Increasingly competitive business competition has encouraged manufacturers to innovate in promoting their products, one of which is through audiovisual advertising media. However, most previous studies have only highlighted the persuasive aspect without exploring the symbolic meaning contained therein. Therefore, this study was conducted to reveal the hidden signs and meanings in rice comedy advertisements on the Instagram account @alamee.had, focusing on the mythology of AI sophistication and validity based on Roland Barthes' perspective. This study used a qualitative method with Roland Barthes' semiotic approach, which includes denotative, connotative, and mythical analysis. Three advertising clips showing the role of AI in determining product choices were then analyzed using descriptive interpretive techniques. The results of the study show that these advertisements implicitly construct a myth about AI as a technology that is considered intelligent, rational, and has great potential to influence human decisions regarding technology in everyday life. This research theoretically expands Barthes' semiotic study through the reading of modern technology myths in contemporary Arabic advertisements.Keywords - Advertisement, AI Myths, Semiotics.
The Individuation process of the main character in Husein Mahran’s Sanawat Ats-Tsaqb Al-Aswad: A Jungian perspective Azzahra, Arina Zakiah; Mustofa, Arif
Leksika: Jurnal Bahasa, Sastra dan Pengajarannya Vol. 20 No. 2 (2026)
Publisher : Universitas Muhammadiyah Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30595/lks.v20i2.29419

Abstract

The conflict between the inner world and the need to find identity is a common topic discussed in contemporary literature, particularly through symbols of psychological relationships. However, a significant number of Jungian literary interpretations continue to view archetypes as fixed symbols, rather than as interconnected processes of individualization. This gap can be traced in readings of contemporary Arabic novels, such as Husein Mahran's Sanawat Ats-Tsaqb Al-Aswad, which depicts the main character, Yasin Imran, as torn between social norms and his strong inner desires. This paper will examine how Jungian archetypes are reflected and how the interaction between them contributes to the main character's individualization process. This paper is a combination of descriptive qualitative research and literary psychology based on Carl Gustav Jung's theory of archetypes. The primary data source is the 2021 edition of Sanawat Ats-Tsaqb Al-Aswad, and the secondary data are based on relevant academic literature on analytical psychology and literary works. Data collection involved a careful reading of narrative passages, conversations, and descriptions that exhibit characteristics of Jungian archetypes. The data were analyzed using Miles and Huberman's interactive approach, which includes data reduction, data display, and conclusion drawing. The results of this study indicate that the four Jungian archetypes presented in the novel represent evolutionary stages in Yasin's psychological growth. Yasin's persona is shown as a disciplined and obedient character, a mask used socially to maintain social stability. The shadow is Yasin's duplicate and depicts an unrealized life, emphasizing the dissociation between ego and inner desires. The anima manifests through Yasin's emotional involvement with Farida, thus intensifying the conflict between rationality and affectivity. Ultimately, the conflict between the two versions of Yasin's personality reflects the archetype of the self, meaning the union of the ego with all parts of the soul. Conceptually, through this study, the concept of archetype can be applied in contemporary Arabic literature not only as a psychological symbol but also as a narrative structure that shapes the individualization of the protagonist.