REPRESENTASI CITRA PRINCESS DALAM IKLAN ‘DREAM BIG, PRINCESS’ (Analisis Semiotika Charles Sanders Peirce Pada Iklan ‘Dream Big, Princess’ Versi ‘Where Will Your Imagination Take You?’ Pada Kanal Youtube Resmi Disney Princess)

RICHI, JULIANO (2020) REPRESENTASI CITRA PRINCESS DALAM IKLAN ‘DREAM BIG, PRINCESS’ (Analisis Semiotika Charles Sanders Peirce Pada Iklan ‘Dream Big, Princess’ Versi ‘Where Will Your Imagination Take You?’ Pada Kanal Youtube Resmi Disney Princess). S1 thesis, Universitas Mercu Buana.

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Abstract

A Princess is a title possessed by a female figure in a leadership court of a nation with a Monarch system in its government, however these days, the figure of a Princess tend to be portrayed incorrectly in various media resulting a construction of fallacy in the society’s point of view towards it. As an effort to deconstructs the fallacy built in the society referring to the Princess figure by employing its successful franchise of the Disney Princess, Disney attempts to instill an early educational message regarding the value of feminism and gender equality towards children globally by utilizing a campaign known as ‘Dream Big, Princess’ referring to the cause and delivering the message through commercials which one of them was specifically published as the ‘Where Will Your Imagination Take You?’ version. Done by applicating the constructivism paradigm, this research was intented to find the commercial way of utilizing various sign to representate an ideal image of the Princess’ figure as a role model. By adopting the qualitative methods and the viewpoint of Charles Sanders Peirce’s Semiotic theory, this research was done to the main analysis unit consisting of 11 different sequences from the commercial itself. By the end of the research, signs implying inclusivity, exploration, determination, creation, potential, braveness and feminism shows and as a whole, resulting how a Princess tend to be constructed more of an inspirative figure in the eyes of children which their presence as a role model is able to motivate children with various backgrounds to realize their full potential in their way of reaching their own hopes and dreams. Keywords: Image representation, Princess, Semiotics Princess merupakan sosok dari seorang wanita yang memiliki gelar kepemimpinan dalam sebuah negara dengan sistem monarki, namun dewasa ini sosok Princess sendiri cenderung ditampilkan dengan penggambaran yang tidak sesuai dalam beragam media sehingga menyebabkan konstruksi pandangan masyarakat umum terhadap sosok seorang Princess cenderung keliru. Melalui iklan dengan tema ‘Dream Big, Princess’ dalam versi ‘Where Will Your Imagination Take You?’, Disney berupaya meluruskan kekeliruan tersebut dengan memanfaatkan franchise mereka yaitu Disney Princess dalam sebuah campaign terkait penanaman nilai-nilai feminisme dan kesetaraan gender kepada anak sejak dini secara global. Penelitian yang dilakukan dengan menggunakan paradigma konstruktivis ini dilakukan dengan tujuan untuk menemukan sebuah upaya pembentukan citra melalui berbagai susunan tanda-tanda yang digunakan dalam iklan untuk merepresentasikan sosok dari peranan seorang Princess sebagai role model. Dengan metode kualitatif serta pendekatan terhadap teori semiotika dari Charles Sanders Peirce, penelitian dilakukan terhadap 11 sequence yang berbeda yang terdapat dalam iklan sebagai unit analisis utamanya. Penelitian menunjukkan adanya tanda terkait inklusivitas, eksplorasi, determinasi, kreasi, potensi, keberanian dan juga feminisme yang secara menyeluruh menyatakan bahwa sosok Princess di mata anak cenderung inspiratif, dimana keberadaan mereka sebagai role model mampu memotivasi anak untuk mewujudkan potensi-potensi terbaik dalam dirinya dalam upaya menggapai berbagai impian dan juga cita-cita yang mereka miliki. Kata kunci: Representasi citra, Princess, Semiotika

Item Type:	Thesis (S1)
Call Number CD:	FK/PKP. 20 001
Call Number:	SK/43/21/002
NIM/NIDN Creators:	44318120024
Uncontrolled Keywords:	Representasi citra, Princess, Semiotika
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 070 Documentary Media, Educational Media, News Media, Journalism, Publishing/Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1-070.9 Standard Subdivisions of Documentary Media, Educational Media, News Media, Journalism, Publishing/Subdivisi Standar Dari Media Dokumenter, Media Pendidikan, Media Berita, Jurnalisme, Penerbitan > 070.1 Documentary Media, Educational Media, News Media/Media Dokumenter, Media Pendidikan, Media Berita > 070.19 Broadcast Media/Media Broadcast 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi 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
Divisions:	Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User:	Dede Muksin Lubis
Date Deposited:	25 May 2022 07:06
Last Modified:	08 Feb 2023 07:10
URI:	http://repository.mercubuana.ac.id/id/eprint/61853

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