ZAHRA, FATHIMAH AZ (2022) MAKNA PESAN VERBAL DAN NONVERBAL DALAM IKLAN LAYANAN MASYARAKAT “TOGETHER, TOWARDS A NEW NORMAL” DI YOUTUBE. S1 thesis, Universitas Mercu Buana Bekasi.
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Abstract
ABSTRAK Dunia saat ini sedang mengalami suatu permasalahan besar dalam bidang kesehatan, yaitu wabah virus corona atau Covid-19 (Corona Virus Disease) yang mana isu ini sangat menjadi perhatian masyarakat di seluruh dunia. Seluruh masyarakat menggunakan kecanggihan teknologi untuk mendapatkan dan menyampaikan informasi di tengah maraknya virus ini. Salah satunya dalam iklan layanan masyarakat di dalam media sosial Youtube. Semiotika merupakan metode analisis untuk mengkaji tanda. Dalam iklan layanan masyarakat mempunnyai pesan tersembunyi dan dapat dilihat dan dimaknai dari tanda pesan verbal dan nonverbalnya. Penelitian ini bertujuan untuk menganalisis makna pesan verbal dan nonverbal dalam iklan layanan masyarakat “Together, Towards, a New Normal” di Youtube dengan mempergunakan analisis semiotika Charles Sanders Peirce.” Penelitian ini menggunakan pendekatan kualitatif dengan paradigma kontruktivis. Penelitian ini menggunakan semiotika Peirce yang berfokus pada logika dan penalaran dalam menganalisis makna tanda pesan verbal dan nonverbal. Pengumpulan data dilakukan melalui observasi pada scene-scene yang ditentukan pada iklan layanan masyarakat “Together, Towards a New Normal.” Berdasarkan analisis data menunjukan bahwa pesan verbal dan nonverbal menyatu membentuk suatu makna iklan. Hasilnya, kebanyakan mempergunakan kode nonverbal melalui angle camera yaitu medium shot yang menandakan involvement dan internal focalization, mengungkapkan perasaan dan emosi secara tidak langsung yang disampaikan melalui perspektif tokoh-tokoh dalam scene dan memperlihatkan kesetaraan yang sama terhadap semua lapisan masyarakat tanpa adanya pembedaan-pembedaan tanpa mempersoalkan latar belakang. Kata Kunci: Semiotika, Verbal, Nonverbal, Makna, “Together, Towards a New Normal” ABSTRACT The world is currently having a big problem in the health sector, namely the corona virus or Covid-19 (Corona Virus Disease) which is this issue very worrying for people around the world. Everyone is using advanced technology to obtain and convey information in the midst of this virus. One of them is in public service advertisements on Youtube social media. Semiotics is an analytical method for studying signs. Public service advertisements are used to convey information and in public service advertisements there are hidden messages that can be seen and interpreted from verbal and nonverbal message signs. This study aims to analyze the meaning of verbal and nonverbal messages in the public service advertisement "Together Towards a New Normal" on Youtube using Charles Sanders Peirce's semiotic analysis. This research uses a qualitative approach with a constructivist paradigm. This study uses Peirce's semiotics which focuses on logic and reasoning in analyzing the meaning of verbal and nonverbal message signs. The data was collected through observation of the scenes contained in the public service advertisement "Together Towards a New Normal.” Based on data analysis, it showed that verbal and nonverbal messages combine to form an advertising meaning. As a result, On average, used of a nonverbal code with a medium angle shot that signifies involvement and internal focalization, expresses feelings and emotions indirectly conveyed through the perspective of a characters in the scene and shows equal equality to all levels of society without any distinctions regardless of background. Keywords: Semiotics, Meaning, Verbal, Nonverbal, “Together, Towards a New Normal”
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/BRD 22 014 |
| NIM/NIDN Creators: | 44118210033 |
| Uncontrolled Keywords: | Kata Kunci: Semiotika, Verbal, Nonverbal, Makna, “Together, Towards a New Normal” |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 384 Communications Telemunications/Komunikasi Telekomunikasi |
| Divisions: | Fakultas Ilmu Komunikasi > Penyiaran |
| Depositing User: | siti maisyaroh |
| Date Deposited: | 26 Dec 2022 05:42 |
| Last Modified: | 26 Dec 2022 05:42 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/72821 |
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