| dc.contributor.advisor | | |
| dc.contributor.advisor | FAJAR, JUNAEDI | |
| dc.contributor.author | SURYAWAN, JOKO AJI | |
| dc.date.accessioned | 2019-10-15T02:24:06Z | |
| dc.date.available | 2019-10-15T02:24:06Z | |
| dc.date.issued | 2019-07-16 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/29715 | |
| dc.description | In 2018, Indonesia chose to be host of Asian Games for 2nd chance after for the first time in 1962. Asian Games is sports event for Asian countries which is done every four years. Asian Games can not be separated from media involvement in it, one of them involvement is as promotion media. The most common promotional media is advertisement. Asian Games that also use advertisement as media promotion. The theme of the ad has never been separated from social reality construction which exists, this Asian Games 2018 ad is raised the theme of multiculturalism in Asia. The purpose of this research is find out about multiculturalism in Asia and how Asia representeted in television ads use cultural syimbols in Asia. This research is qualitative research that uses semiotic analysis methods of Roland Bhartes. The purpose of his methods is looking for denotation and connotation meaning, so myth are formed in the community is very influential in the meaning process. Meanings in semiotic methods can be explored from various signs that the researcher got from scene pieces in Asian Games 2018 television ads of “color of Asia” version. This research is using data collection techniques literature review and documentation. The results of this research concluded that, in this advertisement has a contains representation of Asian multiculturalism in three parts. First, Asian representation in gender context. Second, representation of Asian people in the realm of belief. Third, representation of Asian harmony in the realm of relations between countries. In these three parts researcher explore a number of social problems that occur. | en_US |
| dc.description.abstract | In 2018, Indonesia chose to be host of Asian Games for 2nd chance after for the first time in 1962. Asian Games is sports event for Asian countries which is done every four years. Asian Games can not be separated from media involvement in it, one of them involvement is as promotion media. The most common promotional media is advertisement. Asian Games that also use advertisement as media promotion. The theme of the ad has never been separated from social reality construction which exists, this Asian Games 2018 ad is raised the theme of multiculturalism in Asia. The purpose of this research is find out about multiculturalism in Asia and how Asia representeted in television ads use cultural syimbols in Asia. This research is qualitative research that uses semiotic analysis methods of Roland Bhartes. The purpose of his methods is looking for denotation and connotation meaning, so myth are formed in the community is very influential in the meaning process. Meanings in semiotic methods can be explored from various signs that the researcher got from scene pieces in Asian Games 2018 television ads of “color of Asia” version. This research is using data collection techniques literature review and documentation. The results of this research concluded that, in this advertisement has a contains representation of Asian multiculturalism in three parts. First, Asian representation in gender context. Second, representation of Asian people in the realm of belief. Third, representation of Asian harmony in the realm of relations between countries. In these three parts researcher explore a number of social problems that occur. | en_US |
| dc.publisher | FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS MUHAMMADIYAH YOGYAKARTA | en_US |
| dc.subject | Multiculturalism, Asian Games, Representation | en_US |
| dc.title | REPRESENTASI MULTIKULTURALISME ASIA DALAM IKLAN ASIAN GAMES 2018 (ANALISIS SEMIOTIKA IKLAN TELEVISI ASIAN GAMES 2018 VERSI “COLOR OF ASIA”) | en_US |
| dc.type | Thesis
SKR
527 | en_US |
