Representasi Hijab Fashion sebagai POP Culture dalam Majalah Scarf:(Analisis Semiotika pada Sampul Majalah Scarf)

Dita Wahyu Nirmala , Budhy Komarul Zaman

2016 | Skripsi | Ilmu Komunikasi

Abstract The rapid flow of mass media information with today’s technological advances, makes the popular culture ideology be simply conveyed and received by the audience. It is the hijab fashion, a fashion style to represent a Muslim religious identity, which has been reconstructed as a mass media commodity and represented as popular culture. Popular culture as a culture that is not authentic, is to accommodate the interests of the parties that make it up. When hijab has been reconstructed as a popular culture through fashionable and attractive style, the authentic essence of the hijab has been abandoned in favor to be liked by the people and to successfully be able to become or log in popular culture. The mass media through its ability to communicate en masse, become agents of domination of popular culture. The special discourse about the world of fashion, namely magazines, are considered as representative of mass media. Through the style magazine, the latest fashion was formed and popularized. Scarf as a magazine with the tagline of "Urban Muslimah Fashion Magazine" popularizing the hijab fashion through manipulative forms, in a sense as a form of delivery that is trying to attract the attention of the reader in order to follow the style popularized. Manipulation aiming to make a profit. When the readers are manipulated to follow the fashion style displayed, then the mass media as well as the advertisers will earn a profit. Furthermore, the practice of style imitation triggers readers’ consumerism. To explain how Scarf magazine represents hijab fashion as a popular culture through the markers displayed, therefore, the semiotic analysis method is applied. Methods of semiotics in depth will make meaning to the significance of the markers displayed in 12 Scarf magazine covers. The cover of a magazine is considered as part of the magazine's most representative part of the content presented. Through covers, a major theme in an edition of the magazine is shown. Through the cover also, manipulation effort of hijab fashion in popular culture in the concept of fashion as popular culture is portrayed to captivate readers. The results of semiotic analysis of the 12 Scarf magazines covers through the process of signification meaning generate myths related to hijab fashion represented as popular culture. Hijab fashion as popular culture is constructed through the popular fashion concept oriented to the western fashion trends, namely the concept of mode that displays the sensualists; free; and modern images.

Kata Kunci : Media Eksternal; Majalah