REPRESENTASI NASIONALISME DALAM IKLAN KORPORAT PT. GUDANG GARAM TBK

Authors

  • Ria Angelia Wibisono Jurusan Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Kristen Petra, Jalan Siwalankerto 121-131 Surabaya 60236

:

https://doi.org/10.9744/scriptura.2.1.38-47

Keywords:

representation, nationalism, corporate advertising, Television semiotics

Abstract

Representation of Nationalism in Corporate Advertising of PT. Gudang Garam Tbk. Nationalism is a psychological condition in which somebody surrenders his loyalty to nation state in the name of a nation. While representation is something refers to message, by which reality is encoded in communication; by words, sound, image, or their combination. This thesis explains about how nationalism is represented in the corporate advertising of PT.Gudang Garam Tbk. version “Rumahku Indonesiaku” and “Rumahku Indonesiaku: Cahaya Asa”. This is a qualitative research using semiotics method, based on the codes of television theory by John Fiske, syntagm-paradigm concept by Saussure, and the grammar of film and television. The nationalism represented in the advertising consists of self-determination, solidarity, patriotism, social justice, and national identity. Although the advertising is a Corporate Social Responsibility campaign, it still contains particular symbol refers to usual symbol that represents Gudang Garam cigarette product.

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Published

2009-02-19

How to Cite

Wibisono, R. A. (2009). REPRESENTASI NASIONALISME DALAM IKLAN KORPORAT PT. GUDANG GARAM TBK. Scriptura, 2(1), 38-47. https://doi.org/10.9744/scriptura.2.1.38-47