SIMULACRUM MEDIA DI ERA POSTMODERN
Analisa Semiotika Jean Baudrillard dalam Narasi Iklan Kecantikan Dove Edisi ‘Dove Real Beauty Sketches’
DOI:
https://doi.org/10.53363/bureau.v1i2.29Keywords:
simulation, hyperrealist, beauty, postmodern, simulasi, kecantikanAbstract
Female beauty has become a mass media commodity, so many women are exploited in ad impressions. As a result, women are often positioned as sign objects, not as subjects. In this postmodern era, where everything is no longer a single meaning, hyperreality in mass media becomes a commonplace. The problem raised to be the object of research in this study is a form of simulation by media actors in delivering messages and information in Dove ads ‘Dove Real Beauty Sketches’, thus becoming a hyperrealist show. This study aims to determine the simulation of language used by the media, and to know the extent to which hyperrealist that occurs can form the mindset of the audience into what is formed by the media. The method used in this research using semiotic analysis qualitatively. Data collection conducted by library study and narrative analysis using Jean Baudrillard simulation theory. From the research results obtained conclusion as follows: First, the simulation in the ad impressions is done in many forms, not only through language but also through high technology applications. The simulation has led the audience's mindset that the ads are real. Second, hyperrealist that occurs due to the simulation process that made the ad into the consumption of banalities which in the end still sell the product, not give the beauty education as the ad is conveyed
Downloads
References
Astuti, Y. D. (2015). Dari Simulasi Realitas Sosial Hingga Hiper-Realitas Visual: Tinjauan Komunikasi Virtual Melalui Sosial Media di Cyberspace . Jurnal Komunikasi Profetik, 15-26.
Aytekin Firat, e. (2013). Consumption, Consumer Culture & Consumer Society. Journal of Community Positive Practices , 182-203.
Azwar, M. (2014). Teori Simulakrum Jean Baudrillard dan Upaya Pustakawan Mengidentifikasi Informasi Realitas. Jurnal Ilmu Perpustakaan & Kearsipan Khizanah Al-Hikmah, 38-48.
Chen, D. A. (2004). The Influence of Virtual Direct Experience (VDE) on On-Line Ad Message Effectiveness. Journal of Advertising, 55-68.
Fadhilah. (2011). Relevansi Logika Sosial Konsumsi dengan Budaya Konsumerisme dalam Perspektif Epistemologi Jean Baudrillard. Jurnal Kybernan, 40-57.
Hanjun Ko, C.-H. C. (2005). Internet Uses and Gratifications: A Structural Equation Model of Interactive Advertising. Journal of Advertising, 57-70.
Heyd, T. (2000). The Real and The Hyperreal: Dance and Simulacra. Journal of Aesthetics, 15-26.
Kasiyan. (2008). Manipulasi dan Dehumanisasi Perempuan dalam Iklan. Yogyakarta: Ombak.
Kushendrawati, S. M. (2011). Hiperrealitas dan Ruang Publik: Sebuah Analisis Cultural Studies. Jakarta: Penaku.
Lyotard, J.-F. (1984). The Postmodern Condition: A Report on Knowledge. Minneapolis: University of Minnesota Press.
Mary E. Shuttlesworth, D. Z. (-). Ethnic Identity As A Predictor of Body Dissatisfaction: A Comparison of Black and White Women. International Journal of Psychology Research, 33-55.
Michael Tuela, D. S. (2017). Hyperreality: Pemaknaan dalam Penggunaan Game Pokemon Go. Jurnal kajian Media, 1-15.
Nasrullah, R. (2014). Teori dan Riset Media Siber (Cybermedia). Jakarta: Kencana Prenadamedia Group.
Pawanti, M. H. (2013). Masyarakat Konsumeris Menurut Konsep Pemikiran Jean Baudrillard. Jurnal UI, 1-9.
Piliang, Y. A. (2003). Hipersemiotika: Tafsir Cultural STudies Atas Matinya Makna. Yogyakarta: Jalasutra.
Piliang, Y. A. (2004). Dunia yang Dilipat: Tamasya Melampaui Batas-batas Kebudayaan. Yogyakarta: Jalasutra.
Piliang, Y. A. (2004). Posrealitas: Realitas dalam Era posmetafisika. Yogyakarta: Jalasutra.
Piliang, Y. A. (2012). Semiotika dan Hipersemiotika: Kode, Gaya dan Matinya Makna. Bandung: Matahari.
Radford, G. P. (2005). Structuralism, Post-structuralism and the Library: The Saussure & Foucault. Journal of Documentation , 60-78.
Safuwan. (2007). Gaya Hidup, Konsumerisme dan Modernitas. Jurnal SUWA Universitas Malikussaleh, 38-46.
Sobur, A. (2009). Semiotika Komunikasi. Bandung: PT. Remaja Rosdakarya.
Sobur, A. (2015). Analisis Teks Media: Suatu Pengantar Untuk Analisis Wacana, Analisis Semiotik, dan Analisis Framing. Bandung: PT. Remaja Rosdakarya.
Yusuf Lubis, A. (2014). Postmodernisme: teori dan Metode. Jakarta: PT RajaGrafindo Persada.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2021 Rizqi Fitrianti
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.