Hafish Irfan Pramasta, . (2026) REPRESENTASI PESAN KRITIK SOSIAL DALAM IKLAN MARJAN TIKUS RAKUS 2026 (Analisis Semiotika Roland Barthes). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Advertising functions not only as a medium for product promotion but also as a communication medium that conveys social criticism through symbols and narratives. The 2026 Marjan “Tikus Rakus” advertisement employs the character of Sang Kuni as a symbol of greed to represent various social issues occurring in society. This study aims to analyze the representation of social criticism messages in the 2026 Marjan “Tikus Rakus” advertisement using Roland Barthes' semiotic analysis. This research applies a descriptive qualitative approach, with data collected from two advertisement episodes, namely Tikus Rakus and Kembali Damai. The unit of analysis consists of seven selected scenes using purposive sampling, which are analyzed through the levels of denotation, connotation, and myth. Roland Barthes’ semiotic analysis is used as the main approach and supported by Antonio G. The findings reveal that, at the denotative level, the advertisement portrays Sang Kuni creating chaos, while Nakula and Sadewa attempt to restore order. At the connotative level, Sang Kuni represents greed, abuse of power, and self-interest, whereas Nakula and Sadewa symbolize courage, social awareness, and responsibility. At the mythical level, the advertisement conveys that greed and actions that prioritize personal interests over the common good lead to social disorder, while self-control, cooperation, and social responsibility are essential values for maintaining harmony. This study concludes that the 2026 Marjan “Tikus Rakus” advertisement functions not only as a promotional medium but also as a representation of social criticism conveyed through visual symbols and narrative.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411285] [Pembimbing: Chairun Nisa Zempi] [Penguji 1: Ratu Laura Mulia Baskara Putri] [Penguji 2: Siti Maryam] |
| Uncontrolled Keywords: | Representation, Social Criticism, Marjan Advertisement, Roland Barthes' Semiotics, Visual Symbols |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| 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: | HAFISH IRFAN PRAMASTA |
| Date Deposited: | 31 Aug 2026 04:11 |
| Last Modified: | 31 Aug 2026 04:11 |
| URI: | http://repository.upnvj.ac.id/id/eprint/53818 |
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