MITOLOGI KEBEBASAN DALAM IKLAN GOJEK VERSI “HIDUP TANPA BATAS” (Analisis Semiotika Roland Barthes)

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

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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)
Call Number CD: CD/552. 19 081
NIM/NIDN Creators: 55217110079
Uncontrolled Keywords: Gojek, Iklan, Kebebasan, Mitologi, Roland Barthes
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: Dede Muksin Lubis
Date Deposited: 04 Apr 2022 07:09
Last Modified: 04 Apr 2022 07:09
URI: http://repository.mercubuana.ac.id/id/eprint/59355

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