Retorika Visual Merek UKM Indonesia (Analisis Isi Teks Representasi Self-Respect dalam Foto Kampanye "Tell Your Difference" Matoa Indonesia)

HAMDANI ALIF ARTANA, Novi Kurnia, M.Si., M.A., Ph.D.

2021 | Tesis | MAGISTER ILMU KOMUNIKASI

Eksplorasi retorika visual pada foto kampanye menempati urgensi penelitiannya saat ini jika eksistensinya digunakan sebagai penyampai narasi dan nilai merek UKM Indonesia. Merek UKM Indonesia secara umum dinilai unggul secara produk, namun tidak punya citra visual yang kuat. Retorika visual tidak berhenti memandang konten komunikasi visual sebagai artifak estetis saja, namun juga menyangkut budaya, sejarah, gagasan, dan nilai yang ada di dalamnya. Keluasan dimensi retorika visual kemudian dimanfaatkan oleh merek UKM jam tangan kayu Matoa Indonesia untuk menyampaikan narasi mereknya melalui kampanye "Tell Your Difference" yang merepresentasikan nilai self-respect. Self-respect merupakan kapasitas promosi otonomi diri seseorang, seperti kemandirian, keberanian, hingga keuletan. Tujuan penelitian ini adalah untuk menggambarkan retorika visual kampanye "Tell Your Difference" merek UKM Matoa Indonesia merepresentasikan nilai self-respect. Penelitian ini menggunakan metode analisis isi kualitatif dengan pendekatan segitiga retorika visual yang terdiri dari unsur subject/content, audience/context, perspective dan unsur self-respect merit worth. Kampanye memuat 8 foto portrait dengan artis Eva Celia sebagai muse. Hasil penelitian ini menggambarkan retorika visual foto kampanye "Tell Your Difference" merepresentasikan self-respect melalui dialog elemen visual berupa atribut, warna, tubuh aktor, hingga penempatan objek terpilih. Self-respect merit worth atau self-respect nilai prestasi yang diraih secara sengaja oleh perempuan di tengah penilaian masyarakat yang politis ditampakkan secara dominan melalui pengaturan juxtaposition dua objek yang memiliki perbedaan makna dalam satu frame.

Exploration of visual rhetoric in campaign photos occupies the urgency of his current research if its existence is used to convey the narrative and brand values of Indonesian SMEs. Indonesian SME brands are generally considered to be superior in terms of products, but do not have a strong visual image. Visual rhetoric does not stop seeing the content of visual communication as an aesthetic artifact, but also concerns the culture, history, ideas and values context beyond images. The broad dimensions of visual rhetoric are then used by the wooden watch SME brand Matoa Indonesia to convey the brand's narrative through the "Tell Your Difference" campaign which represents the value of self-respect. Self-respect is the capacity to promote one's self-autonomy, such as independence, courage, and resilience. The purpose of this study is to describe the visual rhetoric of the Matoa Indonesia SME brand "Tell Your Difference" campaign representing the value of self-respect. This study used a qualitative content analysis method with a visual rhetorical triangle approach consisting of elements of subject/content, audience/context, perspective and elements of self-respect merit worth. The campaign includes 8 portrait photos with artist Eva Celia as muse. The results of this study describe the visual rhetoric of the "Tell Your Difference" campaign photo representing self-respect through a dialogue of visual elements in the form of attributes, colors, the actor's body, and the placement of the selected object. Self-respect merit worth or self-respect achievement value that is achieved intentionally by women in the middle of a political society judgment is shown dominantly through the arrangement of juxtaposition of two objects that have different meanings in one frame.

Kata Kunci : Retorika Visual, Self-Respect, Merek UKM Indonesia