Representasi Kebebasan dalam Iklan Televisi:(Analisis Wacana Multimodal Iklan Televisi Tri Versi Bebas itu Nyata, A Mild versi Manimal dan Fair & Lovely)

Leonardia Acinthia Putri , Budi Irawanto

2016 | Tesis | Ilmu Komunikasi

ABSTRACT This article demonstrates an implementation of social semiotic approach by using Multimodal Discourse Analysis to analyze four Indonesian television commercials: mobile communication operator commercial ‘Tri - Bebas Itu Nyata’ (‘Sasha’ and ‘Bima’ versions), cigarette commercial ‘A Mild - Manimal’ and skin whitening commercial ‘Fair & Lovely’. The objective is to investigate how freedom is represented through television commercials in the middle of the social dynamic of Indonesian society that keeps changing as a part of the globalization process—in which a collision between local cultural values and Western culture domination is bound to happen. Isaiah Berlin’s two concepts of liberty is used as a theoretical framework in this research, to identify which ideology of freedom is being normalized in television commercials. Keywords: multimodal discourse analysis, cultural studies, advertising, television commercial, freedom, liberalism, neo-liberalism

Kata Kunci : Iklan Televisi