Bintang Reihandani Suryatin, . (2025) KONSTRUKSI IDEOLOGI MEME MARKETING TOKOPEDIA DI INSTAGRAM (KAJIAN SEMIOTIKA ROLAND BARTHES). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Memes are currently being used by several companies as a marketing strategy with the aim of attracting the attention of the target audience just by looking at the content of the meme. The use of meme marketing is very suitable to be done on Instagram social media because, Instagram is an application that allows users to share experiences between two or more people with photo and video media. Using a descriptive qualitative approach with Roland Barthes'semiotic analysis method, five Tokopedia content were analyzed through three layers of meaning: denotation, connotation, and myth to carry out ideological construction. The construction of social reality is used to see the ideology of trying to be constructed on Tokopedia content. Analysis of Tokopedia's marketing meme content on Instagram shows humor as the main attraction, combined with explicit promotional messages. Connotatively, content hides the meaning behind humorous visuals (theft, snatching) to attract attention. Promotional messages try to illustrate urgency, supported by free shipping offers. This interpretation gives birth to the myth that contrasting humor and promotion is an effective marketing strategy. Finally, the researcher constructs the ideology of capitalism, showing that Tokopedia instills capitalism subtly for the purpose of marketing and capital accumulation. Keywords: Ideological Construction, Roland Barthes Semiotics, Meme Marketing
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411249] [Pembimbing: Damayanti] [Penguji 1: Firdaus Noor] [Penguji 2: Dede Suprayitno] |
| Uncontrolled Keywords: | Ideological Construction, Roland Barthes Semiotics, Meme Marketing |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | BINTANG REIHANDANI SURYATIN |
| Date Deposited: | 19 Aug 2025 02:28 |
| Last Modified: | 19 Aug 2025 02:28 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39073 |
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