IKLAN FILM PENDEK SAMSUNG INDONESIA: THE POWER OF SHARING (SHOT WITH GALAXY S10) (ANALISIS WACANA KRITIS NORMAN FAIRCLOUGH)

SITI KHOLIFATUN NADIAH, . (2020) IKLAN FILM PENDEK SAMSUNG INDONESIA: THE POWER OF SHARING (SHOT WITH GALAXY S10) (ANALISIS WACANA KRITIS NORMAN FAIRCLOUGH). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengkaji penerapan AWK sekaligus melihat hegemoni yang ada di balik ideologi pembuat teks iklan film pendek Samsung Indonesia dalam menciptakan makna yang terkandung pada teks iklan film pendek tersebut melalui model pendekatan Norman Fairclough. Metode yang digunakan dalam penelitian ini adalah metode kualitatif dengan teknik pengumpulan data metode simak. Teknik dasar yang digunakan adalah sadap, sedangkan untuk teknik lanjutannya ada dua, yaitu pertama menggunakan teknik simak bebas cakap dan yang kedua menggunakan teknik catat. Untuk metode dan teknik analisis data, peneliti menggunakan metode padan. Hasil penelitian yang ditemukan, pertama representasi dalam anak kalimat, yaitu terdapat penggunaan kosakata dan tata bahasa. Penggunaan kosakata ditemukan sebanyak tujuh kosakata dan penggunaan tata bahasa ditemukan sebanyak tujuh tata bahasa. Kedua, representasi dalam kombinasi anak kalimat, yaitu terdapat sebanyak sebelas koherensi yang mencakup dua koherensi “tapi (tetapi)”, enam koherensi “yang”, dua koherensi “karena”, dan satu koherensi “dan”. Selain itu, ditemukan pula bentuk dan fungsi dari koherensi lokal tersebut. Ketiga, representasi dalam rangkaian antarkalimat, yaitu terdapat sebanyak sembilan kalimat yang lebih menonjol dari kalimat lainnya serta ditemukan sebanyak enam bentuk partisipan. Keempat, relasi yang melihat ketokohan pembuat teks dan hubungan antara pembuat teks dengan partisipan publik (aktor) serta khalayak media. Kelima, identitas produk yang diiklankan. Keenam, produksi teks yang memerlihatkan ideologi pembuat teks dalam menciptakan makna pada teks iklan film pendek tersebut. Ketujuh, konsumsi teks yang mencakup proses konsumsi teks khalayak secara personal dan konsumsi teks secara jurnalistik. Kedelapan, level situasional yang mencakup latar waktu dan tempat. Kesembilan, level institusional yang mencakup institusi internal dan eksternal. Kesepuluh, level sosial yang memengaruhi perubahan sosial di masyarakat. This study aims to examine the application of AWK as well as to see the hegemony behind the ideology of Samsung Indonesia's short film ad text maker in creating the meaning contained in the short film ad text through the Norman Fairclough approach model. The method used in this research is a qualitative method with the observation method data collection technique. The basic technique used is tapping, while for the advanced technique there are two, namely the first using the speechless listening technique and the second using the note-taking technique. For data analysis methods and techniques, researchers used the equivalent method. The research results found, first the representation in clauses, namely there is the use of vocabulary and grammar. The use of vocabulary was found as many as seven vocabularies and the use of grammar was found as many as seven grammar. Second, the representation in a combination of clauses, namely there are as many as eleven coherences which include two "but (but)" coherences, six "which" coherences, two "due" coherences, and one "and" coherence. Apart from that, the form and function of local coherence is also found. Third, the representation in a series of sentences, namely there are nine sentences that are more prominent than other sentences and there are six forms of participants. Fourth, the relationship that sees the character of the text maker and the relationship between the text maker and the public participant (actor) and the media audience. Fifth, the identity of the advertised product. Sixth, the production of text which shows the ideology of the text maker in creating meaning in the short film ad text. Seventh, consumption of text which includes the process of consuming audiences' text in personal and journalistic text consumption. Eighth, the situational level which includes time and place settings. Ninth, the institutional level which includes internal and external institutions. Tenth, the social level that affects social change in society.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Asisda Wahyu A.P, M.Hum. ; 2). Aulia Rahmawati, M.Hum.
Subjects:	Bahasa dan Kesusastraan > Kesusastraan > Sastra Indonesia
Divisions:	FBS > S1 Sastra Indonesia
Depositing User:	Users 5013 not found.
Date Deposited:	17 Sep 2020 13:45
Last Modified:	17 Sep 2020 13:45
URI:	http://repository.unj.ac.id/id/eprint/10567

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