MITOLOGI KEBEBASAN DALAM IKLAN GOJEK VERSI “HIDUP TANPA BATAS”

IRFAN, MUHAMMAD (2019) MITOLOGI KEBEBASAN DALAM IKLAN GOJEK VERSI “HIDUP TANPA BATAS”. S2 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
Text (HAL COVER)
1.Halaman Judul .pdf

Download (67kB) | Preview
[img]
Preview
Text (ABSTRAK)
2. Abstrak Thesis.pdf

Download (94kB) | Preview
[img]
Preview
Text (LEMBAR PERNYATAAN)
3. Pernyataan.pdf

Download (734kB) | Preview
[img]
Preview
Text (LEMBAR PENGESAHAN)
4. Lembar Pengesahan.pdf

Download (384kB) | Preview
[img]
Preview
Text (KATA PENGANTAR)
5. Kata Pengantar.pdf

Download (116kB) | Preview
[img]
Preview
Text (DAFTAR ISI)
6. DAFTAR ISI.pdf

Download (69kB) | Preview
[img]
Preview
Text (DAFTAR TABEL)
7. DAFTAR TABEL.pdf

Download (55kB) | Preview
[img]
Preview
Text (DAFTAR GAMBAR)
8. DAFTAR GAMBAR.pdf

Download (55kB) | Preview
[img] Text (BAB I)
9. BAB 1 .pdf
Restricted to Registered users only

Download (253kB)
[img] Text (BAB II)
10. BAB 2 .pdf
Restricted to Registered users only

Download (833kB)
[img] Text (BAB III)
11. BAB 3 .pdf
Restricted to Registered users only

Download (137kB)
[img] Text (BAB IV)
12. BAB 4 .pdf
Restricted to Registered users only

Download (868kB)
[img] Text (BAB V)
13. BAB 5 .pdf
Restricted to Registered users only

Download (98kB)
[img] Text (DAFTAR PUSTAKA)
14. DAFTAR PUSTAKA .pdf
Restricted to Registered users only

Download (117kB)
[img] Text (LAMPIRAN)
15. Lampiran .pdf
Restricted to Registered users only

Download (99kB)

Abstract

The phenomenon of social media becomes a freedom to access information and communication technology. Youtube is currently a channel for various new meanings for media, culture and technology. This study aims to uncover the meanings and myths in the mythology of freedom contained in the version of Gojek ads hidup tanpa batas. The semiotic theory used is Two Order Signification Roland Barthes. Critical gojek advertising is very necessary and expected to find ideological / mythic rhetoric. This study is a text analysis that uses the critical paradigm and qualitative research method of Roland Barthes and other journal evidence relevant to advertising, new media and ideology. The analysis unit, the scene on the ads, the retrieval technique and the writing on the Advertisements scenes on Gojek on Youtube. The results of the study concluded that the myths in Gojek ads can be dismantled by knowing the elements of the advertisement. Then the reading is carried out until the connotation stage in the form of myths and ideology. From the results of the study, in the discussion it was found that the go jek advertisement was made to affirm the image of freedom, but it caused the meaning of limitations. The freedom offered is essentially a form of ideology aimed at society. The existence of myths in advertising is part of a system of ideologies that are interrelated. Significant elaboration between advertising and new media is possible because it is still related to the ideological system. Keywords: Advertisements, Freedom, Gojek, Mythology, Roland Barthes Fenomena media sosial menjadi sebuah kebebasan mengakses teknologi informasi dan komunikasi. Youtube saat ini menjadi saluran berbagai makna baru terhadap media, budaya dan teknologi. Penelitian ini bertujuan membongkar makna dan mitos dalam mitologi kebebasan yang terdapat pada iklan Gojek versi hidup tanpa batas. Teori semiotika yang dipakai yaitu Two Order Signification Roland Barthes. Mengkritis iklan gojek sangat diperlukan dan diharapkan dalam menemukan retorika ideologi/mitos. Penelitian ini merupakan analisis teks yang mengunakan paradigma kritis dan metode penelitian kualitatif semiotika Roland Barthes serta bukti jurnal lainnya yang relevan terhadap iklan, new media dan ideology. Unit analisisnya, scene pada iklan, teknik pengambilan dan tulisan pada scenes Iklan di Gojek di Youtube. Hasil penelitian menyimpulkan bahwa mitos pada iklan gojek dapat dibongkar dengan mengetahui elemen-elemen iklannya. Kemudian elemen tersebut dilakukan pembacaan hingga tahap konotasi berupa mitos dan ideologi. Dari hasil penelitian maka dalam pembahasan ditemukan bahwa iklan gojek dibuat untuk menegaskan citra kebebasan, tetapi menimbulkan makna keterbatasan. Kebebasan yang ditawarkan hakikatnya adalah bentuk ideologi yang ditujukan kepada masyarakat. Adanya mitos pada iklan merupakan bagian dari sistem ideologi yang saling terkait. Elaborasi signifikasi antara iklan dan new media memungkinkan terjadi karena masih terkait dengan sistem ideologi. Kata Kunci: Gojek, Iklan, Kebebasan, Mitologi, Roland Barthes.

Item Type: Thesis (S2)
NIM: 55217110079
Uncontrolled Keywords: Gojek, Iklan, Kebebasan, Mitologi, Roland Barthes.
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.65 Computer Communications Networks/Jaringan Komunikasi Komputer
700 Arts/Seni, Seni Rupa, Kesenian > 720 Architecture/Arsitektur > 725 Public Structures Architecture/Arsitektur Struktur Umum > 725.2 Commercial and Communication Buildings/Arsitektur Gedung Perdagangan dan Komunikasi > 725.23 Office and Communications Buildings/Bangunan Kantor Komunikasi
700 Arts/Seni, Seni Rupa, Kesenian > 780 Music/Seni Musik > 780.1-780.9 Standard Subdivisions of Music/Subdivisi Standar Dari Seni Musik > 780.1 Philosophy of Music/Filsafat Seni Musik > 780.14 Language and Communication/Bahasa dan Komunikasi
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Virda Syifa
Date Deposited: 17 Oct 2019 02:47
Last Modified: 17 Oct 2019 02:47
URI: http://repository.mercubuana.ac.id/id/eprint/49852

Actions (login required)

View Item View Item