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All Journal Jurnal Lazuardi INJECT Interdisciplinary Journal of Communication
Fathir Khalid
Universitas Islam Negeri Sunan Gunung Djati Bandung
Religion Computer Science & IT Environmental Science Languange, Linguistic, Communication & Media Social Sciences

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The Cultural Adaptation And Paralinguistic In McDonald’s Arabia Advertising: A Semiotic Analysis Using Roland Barthes’ Framework: English Fathir Khalid; Dedi Supriadi; Siti Muslikah
INJECT (Interdisciplinary Journal of Communication) Vol. 10 No. 2 (2025)
Publisher : FAKULTAS DAKWAH UIN SALATIGA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.18326/inject.v10i2.4671

Abstract

This study analyzes the verbal and nonverbal structures in McDonald's Arabic advertisement “ماك أربيا من ماكدونالدز” using Roland Barthes' semiotic approach. Through a descriptive analytical method with a qualitative approach, the researcher identifies paralinguistic elements to reveal McDonald's cultural adaptation strategies in the Arab market. The results of the study indicate that McDonald's implements a localization strategy through the use of standard Arabic combined with local dialects, cultural symbols such as traditional clothing, and Arab societal values. At the denotative level, the verbal structure includes local culinary terms and Arabic slogans, while the nonverbal structure depicts a happy family togetherness in an Arab environmental setting. At the connotative level, the advertisement aligns global modernity with local traditionalism, creating the perception that foreign products can integrate with Arab cultural identity without threatening local values. These findings contribute to the understanding of cross-cultural communication in global advertising and demonstrate how semiotics can reveal cultural adaptation strategies in contemporary advertising media.
Bendera One Piece di Bawah Bendera Pusaka: Analisis Semiotika Budaya Pop, Identitas Nasional, dan Imajinasi Demokratis dalam Poster Media Indonesia Fathir Khalid; Dzikri Cahya Mahesa; Anwar Alwi Al Farizi; Iqhfa Qalbi; Dayudin Dayudin
Jurnal Lazuardi Vol 9 No 1 (2026): JURNAL LAZUARDI EDISI XX BULAN MARET
Publisher : Pendidikan Bahasa dan Sastra Indonesia Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53441/jl.Vol9.Iss1.371

Abstract

Abstract This study examines the phenomenon of the appearance of the One Piece flag alongside the Indonesian Red and White flag in an editorial poster published by Media Indonesia as a representation of a shift in how Indonesia’s younger generation understands national identity and democratic imagination. Employing Ferdinand de Saussure’s structural semiotics to dissect the system of signs, and Roland Barthes’ semiotic framework to uncover layers of myth and ideology, the study analyzes how global popular culture negotiates with local national symbols within the visual space of mass media. The method used is qualitative semiotic analysis with a descriptive–interpretive approach, treating the poster as a visual text. The findings indicate that the combination of the two flags produces a new sign system that reflects the hybridity of youth identity, in which democratic values are no longer imagined solely through conventional narratives of nationalism, but through the appropriation of popular culture symbols perceived to resonate with contemporary political aspirations. At the denotative level, the two flags function as signifiers carrying different signifieds national sovereignty versus individual freedom. However, at the connotative and mythological levels, this juxtaposition deconstructs the myth of a pure national identity and opens up space for a more inclusive and transnational democratic imagination. This study contributes to an understanding of how the political subjectivity of the digital generation is formed through negotiations between the local and the global, and how mass media plays a role in producing discourse on national identity in the transnational era. Keywords: semiotics, One Piece, national identity, popular culture, democratic imagination.
Co-Authors Anwar Alwi Al Farizi Dayudin, Dayudin Dedi Supriadi Dzikri Cahya Mahesa Iqhfa Qalbi Siti Muslikah