REPRESENTASI GAYA HIDUP GENERASI Z DALAM IKLAN TRAVELOKA VERSI "TRAVELOKA STAYMAT" TAHUN 2023 PADA MEDIA SOSIAL YOUTUBE (ANALISIS SEMIOTIKA ROLAND BARTHES)

FAKHRYAH, MARITZA (2024) REPRESENTASI GAYA HIDUP GENERASI Z DALAM IKLAN TRAVELOKA VERSI "TRAVELOKA STAYMAT" TAHUN 2023 PADA MEDIA SOSIAL YOUTUBE (ANALISIS SEMIOTIKA ROLAND BARTHES). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Lifestyle is a term used to describe actions by a particular group that can help in defining attitudes, values, and indicating social position. Nowadays, the generation is dominated by generation Z which has slight differences from previous generations. This research uses semiotic theory from Roland Barthes which aims to interpret the lifestyle of generation Z in Traveloka STAYMAT advertisements with denotative, connotative and mythical meanings. The research method used in this research is a semiotic analysis method using Roland Barthes' semiotic model. The paradigm in this research is a constructivist paradigm. The results of this research found the lifestyle of generation Z, namely the hustle culture lifestyle and lifestyle through healing and staycation phenomena which are represented through song lyrics, text, and the actions or behavior of the female main character shown in advertising scenes in Traveloka STAYMAT. Keywords: Lifestyle, Generation Z, Semiotics, Advertising Gaya hidup merupakan istilah yang digunakan sebagai penggambaran tindakan oleh suatu kelompok tertentu yang dapat membantu dalam mendefinisikan sikap, nilai-nilai, serta menunjukkan posisi sosial. Pada zaman sekarang, generasi didominasi oleh generasi Z yang memiliki sedikit perbedaan dengan generasi-generasi sebelumnya. Penelitian ini menggunakan teori semiotika dari Roland Barthes yang bertujuan untuk memaknai gaya hidup generasi Z dalam iklan Traveloka STAYMAT dengan pemaknaan denotatif konotatif, dan mitos. Metode penelitian yang digunakan dalam penelitian ini adalah metode analisis semiotika dengan menggunakan model semiotika Roland Barthes. Paradigma pada penelitian ini adalah paradigma konstruktivis. Hasil dari penelitian ini ditemukan gaya hidup generasi Z, yaitu gaya hidup hustle culture dan gaya hidup melalui fenomena healing dan staycation yang direpresentasikan melalui lirik lagu, teks, dan tindakan atau perilaku pemeran utama wanita yang ditampilkan pada adegan iklan dalam Traveloka STAYMAT. Kata Kunci: Gaya Hidup, Generasi Z, Semiotika, Iklan

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 24 016
Call Number: SK/43/24/007
NIM/NIDN Creators: 44320010077
Uncontrolled Keywords: Gaya Hidup, Generasi Z, Semiotika, Iklan
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 > 005 Computer Programmming, Programs, Data/Pemprograman Komputer, Program, Data > 005.7 Data in Computer Systems/Data dalam Sistem-sistem Komputer > 005.72 Data Preparation and Representation, Record Formats/Persiapan Data dan Representasi, Format Rekaman
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 > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
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 > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: khalimah
Date Deposited: 26 Feb 2024 09:02
Last Modified: 26 Feb 2024 09:02
URI: http://repository.mercubuana.ac.id/id/eprint/86551

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